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Research on the Communication Strategies of National Image Advertisement

Author: ShuAiLing
Tutor: WangZhan
School: Hunan Normal University
Course: Communication
Keywords: National image Made in China Government public relations China threat theory. Workshop of the world
CLC: J524
Type: Master's thesis
Year: 2011
Downloads: 397
Quote: 1
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Abstract


National image advertising has become an important research objects of the research areas of modern advertising , image advertising plays an important role in the shaping and enhancement of the image of the country , for the promotion of the national brand image building to change the prejudices and stereotypes about a country and the promotion of consumer behavior occurred , with a subtle effect , has risen as one of the basic national policy of the country . First released in China in 2009 , China 's manufacturing image advertising , which is the beginning of our attention on the country's image after broadcast 53 Several celebrities national image advertising in Times Square in New York in 2011 , bringing the country's national the image of the advertising strategy has jumped to a new level . The skilled national image advertising jerky from the first is to use the state to the recent national image advertising , the development of the national image advertising has experienced a long period of time , during this period , there have been as many famous national image advertising , especially to 20 century later , as the representative of the South Korean national image advertising . Firstly, from the angle of Communication Studies for Brand interpret national image advertising , and in accordance with the Communication the five - factor analysis of national image advertising and clear from the angle of national image advertising for national brand - building national image advertising for Brand interpretation comprehensive analysis and concluded Note the use of the national image advertising chief selling point . Second, the system analysis of the status quo of China 's national image , found two reasons led to the status quo of China 's national image is countries impose on to our China threat theory and our national brand development status and our positioning in shaping the country's image problem . Finally, based on the image of the country the status quo based on the country's image advertising communication strategy , from international events , cultural output , grasp the media the right to speak , and the proper use of government public relations angle perfect realization of advertising communication , enhance our national image , and Finally, select the Japanese and Korean national image advertising representative national image advertising to be the depth of analysis , analysis of the introduction of the background of the ad with their respective use of advertising strategies , and drawn from the revelation of its success , and then proposed on this basis with Chinese characteristics, the idea of the national image advertising .

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