What are the similarities and differences between Chinese and western advertising design?

Rationality of the creative differences between Chinese and Western advertisements: We often hear some opinions about advertisements and see some judgments about advertisements, many of which have similar or identical meanings. With regard to advertising creativity, many people say with one voice how low the overall creative level of advertising in China is, and how big the gap between the United States and western countries is. However, we have always believed that the differences between Chinese and western creativity do exist in all aspects as a whole. The most important difference is not the brilliance and inferiority of creative level, but the difference of creative style and style. There are deep-seated reasons for the formation of China's creative way and style, and there are also differences with western advertising creativity. Mainly manifested in the different cultural acceptance habits of the public; The consumption environment of commodities is different; The cultural level of the public is different; There are four aspects: the different stages of the development of advertising industry.

First, people have different cultural acceptance habits.

Advertising is an economic phenomenon, and it is a kind of promotion behavior after the relative surplus of goods is produced under the condition of commodity economy. But at the same time, advertising is also a means of information dissemination, which should convey information about product performance, product price and enterprise situation to the public. In this case, there is a problem of the public's psychology and habit of accepting advertising information. Different regions and countries have a long and unique historical development process. Different historical development processes determine different cultural traditions, cultural concepts and cultural habits. Everyone grows up and matures in a specific cultural atmosphere. Socialization in the process of growing up is the unity of most people's views on problems, ways of thinking and aesthetic tastes. The scope of this unification is mostly based on the nation and the country. An important feature of the formation of a nation is that it has the same economic and cultural life and a relatively stable psychological set. Different nations and countries will have great differences in this economic and cultural life and the same psychological set, and actually there are different cultural regions.

From the aspect of advertising, the public in different cultural regions have different cognition, views and understanding of advertising, and their acceptance habits of advertising information are also different. The Chinese nation has experienced feudalism for thousands of years, among which Confucianism occupies the mainstream position. It nourishes people with its essence, but also retains the minds of generations with its dross, making people's thoughts docile, stylized and unimaginative. The nature of the United States, which has only a few hundred years of founding history, determines that it is more receptive to various cultures. Although American culture is not "deep", it is a fact that it is "wide" and "broad". In this cultural atmosphere, Americans have the spirit of adventure and pioneering, the courage to be original and the optimistic attitude towards life. The ideological differences between Chinese and western public in different cultural regions determine that they will have different reception characteristics when receiving advertising information. This has been proved many times in practice. The same advertisement was very effective when it was broadcast in the United States, but it encountered many difficulties when it was used to open the China market.

As a local advertising creative person, he has matured in the inherent cultural atmosphere and is a member of the cultural region. His own thoughts are limited by the regional cultural atmosphere and cultural characteristics. At the same time, in more cases, his role is also the receiver of all kinds of information, including advertising information. In the process of receiving information for a long time, he will consciously or unconsciously sum up what kind of information, how to spread it, and the form of expression is easy to be accepted by himself. Due to the limitation of cultural atmosphere and the influence of their own past experience, the advertisements created by advertising creative personnel in different cultural regions will have great differences in overall risks, and their advertisements will often be more suitable for the acceptance habits of the public in their own cultural regions. Under this premise, it is not difficult to understand the differences between Chinese and western advertising creativity.

In reality, compared with Chinese and western advertisements, complaints are often heard. In fact, this situation is not difficult to understand. There are only two kinds of people in China who can fully contact and understand western advertisements. One is an advertising researcher, and the other is someone who has had some experience in the west. Without a good study of different audiences and different market conditions, the former will compare Chinese and western advertisements from the artistic expression of advertisements. The latter was greatly influenced by the west in ideology and culture, and gradually formed an acceptance habit suitable for western culture. Therefore, the voices of these two people are not very representative. I once read an advertising review article called Stop Shouting, which showed helplessness and disgust at the high-profile and loud voice in China's advertisements, and at the same time showed yearning and admiration for the humor and other expressions commonly used in the West. However, if people's cultural acceptance habits are taken into account, "shouting" has great rationality. Think of China's oldest revolutionary songs. It's all high notes and loud voices. Think about the passionate and magical mutual infection they shouted during the Cultural Revolution. It is enough to understand the sensitivity and importance of "Shout" in China's reception of information by thinking that leaders hold their heads high and stretch their breath at every key point in their speeches. An important reason for the strong effect of advertising in China is its inspiring language. A large number of examples, such as the extract of Aoni Gleditsia Shampoo, such as "The Great Wall will never fall, and domestic products will strive for self-improvement", illustrate this point well.

In different cultural regions of the world, there are unique cultural differences, but there are also many * * * characteristics. For example, hard work, kindness and courage are the characteristics of many nationalities, including the Chinese nation. Therefore, when these contents are used as the carrier of advertising information, they are easily recognized in more cultural regions, and such advertisements will be more adaptable in different cultural regions. This is the success of many advertisements broadcast across ethnic groups and countries. On the other hand, advertising itself involves less content in culture, psychology and aesthetics, but mostly makes a fuss about people's direct physiological feelings. By a generation of advertising masters Russell, Reeves for M & amp； The slogan "Only in the mouth, not in the hand" created by M chocolate candy has been broadcast in more than 30 countries and regions for decades, but its power is still invincible, and its extremely strong effectiveness has reached a surprising level in both time span and geographical span. The reason is that this advertisement does not involve the cultural characteristics of a certain nation, does not cater to the aesthetic taste and acceptance habits of the audience in a certain cultural area, and only explains its unique sales rhetoric from the perspective of human physiology. And this wonderful feeling of "only soluble in the mouth, not soluble in the hand" is exactly what consumers all over the world need. In this way, when it spreads in different regions and at different times, it can also avoid or reduce the obstacles of specific culture to its spread, thus becoming a masterpiece of literary selections suitable for the whole world.

Second, the consumption environment of commodities is different.

In the past 20 years of reform and opening up, China has made great progress in all aspects, especially in material civilization. Now it has entered the buyer's market, but we have to admit that there is still a big gap compared with the United States and western developed countries. The American market is extremely rich in goods, and you can often see color TVs, refrigerators and washing machines that are not very old in their garbage dumps. More importantly, the ratio between the remuneration of workers at all levels in the United States and the price of goods is several times higher than that in China. A couple of ordinary American workers can buy one or two 2 1 inch color TV sets a week, so in China, it takes almost one month's salary to buy one. In the United States, every 2.5 people have a computer and every 3 people have a car, which China could not achieve in the past decade.

The same goods have different value status in the minds of different consumers with social wealth, and their views, purposes and mentality on buying such goods are also different. For a simple example, if a consumer in China buys the same car, he will be very serious, be cautious when buying it, and even regard it as a milestone in his life. If the consumers of this car become Americans, the content and thinking of considering the problem when buying may be different from that of consumers in China. This is because of the differences in commodity consumption environment between China and the United States.

Consumers in different consumption environments have different attitudes towards the same commodity, which shows that they will have different reasons when choosing commodities. As advertising creative personnel, after knowing the reasons why consumers buy, they must use this as a basis to determine the appeal content and related reproduction forms of advertisements, which, to a certain extent, has caused many differences in the appeal content and expression forms between Chinese and Western advertisements.

Judging from the content of appeal, China advertisements pay attention to the value of the product itself and the convenience and practicality in daily use. For example, many advertisements for home appliances in China focus on the demand of "saving electricity", especially products such as air conditioners and refrigerators that need to be used for a long time and consume a lot of electricity. But a rational view of this problem is still in line with the consumption mentality of most consumers. In the United States, the same air conditioner and refrigerator advertisements can hardly see the phrase "save electricity" because the electricity price in the United States is extremely cheap, and consumers do not consider it or rarely consider it. In addition to the value of the product itself, American advertisements also attach great importance to the incidental value of the product, such as what kind of mood a product can bring you, what kind of temperament you show, what kind of thoughts you reflect, and so on. In addition, Americans have a strong sense of environmental protection, and "environmental protection" is also one of the selling points commonly used in American advertisements.

Compared with the different demands, the contrast between Chinese and western advertisements caused by consumption environment is more intense. Nowadays, there are few attractive models in American advertisements, just how good, how powerful and how great they are. In China, this kind of advertising is still overwhelming and blooming everywhere, and it can even be said that it is the mainstream of advertising in China. The expression of American advertising has shown the trend that emotional appeal is the absolute theme. This is usually to create a small and ingenious social scene, in which products are cleverly placed to show the relationship between people and their products. Even if it is very rational content, they will use emotional appeal. A famous example is 1997 Mercedes-Benz's "brake mark" which won the gold medal in the plane category of Cannes Advertising Festival. Showing the exquisite appearance of a car is a very rational content. The creator did not directly express people's praise and wonder, but linked people's attitudes with this extraordinary car through "brake marks", showing the concern and envy of other drivers and passengers. Contrary to this situation, although many advertisements in China express people's feelings, they still need to be made clear through language.