First,PepsiintheWesternadvertising
PepsiCopartnersBBDOforPepsitocreatealotofimaginativetelevisionadvertising,suchas"shark","spacecraft"andsoon,theseads,forthepost-WorldWarIIpeakofAmericanyouth,advocate"freshstimulusisunique"Uniqueconsumergoodsandcleardistinctionbetweentheoldgenerationofrebelliousmentality,the"newgeneration"ofconsumertastesandlifestyles.
1998-1999period,PepsiintheChinesemarket,respectively,introducedtheWorldCupsoccertournamentring,capreplacementandredemptionofsoccerstarprizesactivities,seven-romanticsmallpassbookforprizesandMacautourismactivities.Theseactivitiesinvolveawiderangeofinfluence,thepromotionoftheterminal,increasesalesplayedapositiverole.
Pepsi-ColaforChineseconsumersalsospeciallydesignedalimitededitioneditionoftheYearoftheHorseYearoftheHorse,thenewpackagingananti-Pepsi-likeblue-basedstyle,notonlythecolorofgoldenlightshine,butalsoprintedwithgallopinghorse,"IwishyouPepsi"isalsoprintedonthenewpackaging,withthecollectionvalue.
Second,thedifferencesbetweenChineseandWesternadvertising
1,China'sadvertisingreflectsacommonconceptofpeople'sgroups:emphasisonthewhole,attachesgreatimportancetofamilyandaffection;andWesternadvertisingreflectstheirself-centeredculture,emphasizingtheindividual'sindependenceandthemainroleofindividualitypublicity.Fromatypicalaestheticpointofview,emphasizingthetypicalconceptofindividualityisdevelopedfromthetypifiedconcept,theeffectisbetterthanthelatter.Forexample:PepsiwasonceinChinatopromotefamilyreunionandhappysharing.
2,Chineseadvertisingbasedonvirtueandmarriagewiththespiritofthetimes,andestablishacorrectpositiveadvertisingimage;andoverseasadvertisinglanguageisfocusedondirectpublicitybusinessandproducts.Forexample:advertisingforthetableshop,thecountrymaytelltheaudience,"seizethesecondracepoints,theentrepreneurialdifficultiesdifficult,Idonot,worktogether,intheman-made",seizeeveryopportunitytoshowtraditionalChinesevirtues,education,consumer,andforeignadvertising"Atableoftalent,loveatfirstsight",evenwithtwopunsidiom,highlightingthedignifiedandgracefulwatchesandclocks,peopleloveatfirstsight,resultinginwearingawatchtoenhancethefeelingoftemperament.
3,intheformofexpression,thedomesticadvertisinglanguagemostwordswithstringent,neat,andliketousethepoem.Theforeignadvertisinglanguagetendtoeclecticfreebody,oftenusingmetaphor,exaggeration,anthropomorphicrhetoricandothermeans.Forexample:opticalshop,thedomesticadvertisinglanguageis"theexistenceofinsightinthechest,fundusdistinguish",istheantithesisoftheverse.Overseassloganhumorouswaytomakewarmtips:"Theeyesarethewindowsofthesoul,inordertoprotectyoursoul,pleaseputyourglasswindows."
Thisadisusedinmetaphorandanthropomorphicrhetoric,sothatconsumersfeelkindandmoved.Intheexpressionstyle,thedomesticadvertisingslogansaremostlysolemn,serious,direct;suchasJLFwine"Jinliufuwine,theChinesepeople'swine!"Andoverseasadvertisinglanguageismostlyhumorous,funny,lively.SuchastheUnitedStatesabeautysalon:"Pleasedonotgooutwithusfromthewomanflirting,shemaybeyourgrandmother."
,mostofthedomesticadvertisingwilladdsomeelementsassociatedwithtraditionalpractices,suchasthePepsi-ColaNewYearadshaveChineseRed,couplet,Chineseknot,andsoon.
Third,theChineseandWesternadvertisingincommon
ChineseandWesternadvertisinginwhateverway,itscommonpurposeistopromoteproductsandimproveproductvisibility,itsspecificprogramsandideasarebasedontheirownconsumptionenvironmentandconsumeracceptanceofculturalhabits.
ThePepsiadvertising,theChineseandforeignadvertisingistheconceptofpublicity"desireunlimited"topromoteyoungpeople'saggressiveattitudetowardslife,meaningyoungpeople,opportunitiesandidealsareinfinite,theycanenjoyreverieAndthepursuit.Inordertopromotethisidea,Pepsichoosefootballandmusicasthebasisofbrandandcorporateculturecarrier,inadvertisingandsocialwelfareactivitieswithMichaelJackson,Leslie,Britney,FayeWong,Luo,JolinTsai,GuoPepsi,KellyChen,SammiCheng,ZhaoChenhao,heatbrothers,Beckham,Rivaldo,
Carlos,FanZhiyi,LiWeifeng,QiHongperfumeandsoalargenumberofstarsasabrandambassador,stronglyadvocatedcorporatecultureadvocatedbythespiritofPepsi's"newgenerationofchoice"andrespected"HappyFreedom"styleiswidely,Youngpeople'sunderstandingandacceptance.