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Case Study on the Importance of Chinese Cultural Elements in Overseas Brand Advertising in Chinese Market - Focused on Semiotics -

  • Journal of Communication Design
  • Abbr : JCD
  • 2019, 68(), pp.54-65
  • DOI : 10.25111/jcd.2019.68.05
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : May 28, 2019
  • Accepted : July 26, 2019
  • Published : July 31, 2019

Hua Lu-hui 1,  kim hae yoon 2

1동서대학교 일반대학원 영상디자인전공 박사과정
2동서대학교

Accredited

ABSTRACT

Thanks to China's economic development, the Chinese market has gradually become an important part of the world market. Many foreign brands are starting to enter the Chinese market. In Semiotics, according to practical studies, the stimulation of emotional elements has the greatest impact on attitude and behavior. Because of the development of this theory, the current advertising production is centered on emotional stimulation. Meanwhile, due to the emotional characteristics of Chinese consumers who are sensitive to their own culture in the unique social environment, foreign brands often use Chinese cultural elements to make advertisements when entering the Chinese market. However, the wrong use of Chinese cultural elements may also lead to the aversion of Chinese consumers, thus causing commercial damage. This study centers on two advertisements made with Chinese cultural elements, and USES the analysis method in Semantic to analyze and sort out the problems in advertisements.

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