| From the various and complicated appearance of automobile advertisements, this thesis has found that the emphasis of automobile advertising has shifted from product (automobile) to human (people who perchase automobile) because of the influence of humanism. It claims that the automobile advertising should commit, know, research and meet the different needs of the consumers. The thesis tries to analyze the changing process from two aspects: one is advertising strategy, the other is advertising execution. It shows the progress already gained, at the mean time, exposes the limitation of advertising because of not understanding humanism well. The limitation has seriously slowed the process of changing.On the base of humanism, the progress and limitation of automobile advertising and the situation and trend of auto industry, the thesis has given some suggestions for advertising strategy and execution, tries to promote automobile advertising to be "for the people and to the people", to grasp, follow and take use of the spirit of humanism in a more profound and thorough level.The thesis is divided into four chapters: Chapter One briefly states the development situation of auto industry and automobile advertising in china, divides the development process of automobile advertising and sums up the characteristic of each period; Chapter Two, using humanism, analyze the strategy and execution of automobile advertising, reveals that automobile advertising is on the way to the spirit of humanism; Chapter Three treat the limitation and problems in automobile advertising and analyze the reasons ; Chapter Four gives suggestions to promote automobile advertising to achieve the spirit of humanism.The key achievements in this thesis are as the following: 1. Review, analyze and study china automobile advertising in a theoretical view; 2. Use humanism to analyze and discuss china automobile advertising, and steer its developing direction; 3. Divide the development process of automobile advertising and sums up the characteristic of each period. |
