Delicate Relationship

This study bases on the theory of Qing and Li society, it analyzes the social cultural background which Qing and Li advertisements appear. The study defines the connotation of Qing and Li advertisements, summarizes the characteristics of Qing and Li advertisements, and points out that the key of Qing and Li appeals is relationship. Qing and Li advertisements aimed to help the consumer to deal with the delicate relationship. The study contacts people's views of Qing and Li with Qing and Li appeals. It also analyzes the audiences of Qing and Li advertisements and the effect of advertising.The paper starts with people's views of Qing and Li. It analyzes the emotion and the moral principles of Chinese people. Finds out that emotion and rationality of Chinese people can't be detached. While in the Western, emotion is the opposite of rationality. Compare the views of Chinese people with Western people, we can discover that Western society respects the personal emotion, while Chinese society prefers the human relationship. Chinese people pay attention to ethics, but the Western people attach importance to rationality. The Chinese society has the common ethics. Chinese people not only follow the ethics, but also think the person who observes the ethics is reliable. The effects of the Qing and Li advertisements are expanded by means of some social factors. When advertisers choose the specific appeal point, he should consider the whole social background. He may put to use the hot topics which is representative, improve the attention and the acceptance of audiences. The audiences of the Qing and Li advertisements with the special social background which have these features as follows. The audiences are too busy to deal with the relationship. They need to fill their hearts with something. They may have consistency partly and satisfaction of morality. Through the analysis of Chinese people's views, I classify Qing and Li appeals as a new way of advertising appeals. The appeal method that combines emotion and reason means to stir the blood and evoke reason to elevate buying patterns of the audience. In this case, emotion and reason can be separated. But Qing and Li appeals can't be detached, they are incorporated. They reflect the ethics.The paper defines Qing and Li advertisements unprecedented, and points out that the key of Qing and Li appeals is the appeal of relationship. The paper has innovativeness for the theory and the concept. The last of the study is the specific research, this includes appeals, technique of expression, audience and effect analysis. Qing and Li appeals points include giving gifts, human relationship, obedience, love, revenge and theory that man is an integral part of nature. The paper sorts out the reference materials, and sums up the expressions of Qing and Li advertisements. The expressions contain Chinese traditional festivals, major festivals of the West, product positioning and product attributes. Qing and Li advertisements have applicability, so advertiser should measure, avoid lecturing.This study combines the specific cases with the realistic business background. It analyses the Qing and Li appeals which represent the Qing and Li view of Chinese people. The paper clearly defines the connotation of Qing and Li, enrich the content of the theory. The study analyzes the practical advertising, digs the advantages and disadvantages, and provides support of the advertising development.