The Development Of The Advertising Message Of Our Country At The Turn Of The Century

The change of the advertising in China during the past 20 years is tremendous and obvious. Moreover, according to its huge influence on the theoretical and historical signification, the value of this change is to show the rule of the evolution of advertisement in China, which is undoubtedly helpful to discover our country's own way of advertising's development, catch up the contemporary level of the world, and face the challenge of 21st century. From the view of communication and semeiology, this research discussed as well as analyzed the rule and the trend of the advertisement's evolution in our country by systematic study. The samples for this research are one-week advertisements selected randomly from four newspapers, "XinMin Evening", "Tonight", "Beijing Evening", "Yangcheng News", from 1991 to 2002, by using judgmental sampling. The method to study these advertisements is content analysis. By using quantity study, this research pointed out that our country's advertisements has changed from simply publishing the products' information to transferring their profiles or manufactures; from emphasizing their features, such as the quality, content, ingredients to external factors of products, for example the unique characters. Secondly, customers' consuming idea has changed from looking forward the food and shelter to expecting the high quality life. To meet these requirements and desires, the advertisements have changed from introducing products directly to emphasizing happiness, and brand profile. Additionally, the difference between cultures is decreasing follow the pace of our country's internationalizing, especially after entering the WTO. Finally, the research also revealed that the type of products is another main factor which can affect its advertisement.