Research On Present Situation And Development Of China’s Top Ten Shampoo Brands Of TV Advertising

The reform and open policy makes China look into the world, in order to speed up theprocess of socialist modernization and accelerate economic development, it must be based ondevelopment trend in the international environment, strengthen exchanges and cooperationwith other countries in the world, introduce the advanced foreigntechnology and thedevelopment model from other countries, spread of excellent products and brands to theinternational. China’s accession to the WTO in2001, promote and facilitate the developmentof this excellent situation more quickly. As the market open, the foreign brands getting intothe Chinese market has not only driven economic development but also brought the brandcompetitive pressures. Since foreign brands joined, domestic shampoo market re-shuffle,fierce competition makes the business continuously improve their products, while also trytheir best on marketing. Advertising as an important part of marketing, is highly valued.Based on the social effects from the advertising point of view, aiming at shampoo TVadvertising and combining with actual case, this paper will study basing on case analysis. Inthe paper, I use the symbols theory of famous semiotician Roland Barthes and advertisingmaster Rosser Reeves’ USP theory as theoretical basis, use case analysis, comparativeanalysis, deconstructive demonstration analysis method, from several aspects like currentlyChina’s shampoo market consumer segment status and brand development pattern, China’s topten shampoo brands’ TV advertising strategy, the form of demands, deconstruction of content,the impact of the brand, evaluation of the effects, and the future development of the shampooTV ad and so on, to discourse and analysis. Focus on deconstruction of content of China’s topten shampoo brands. On the form of demands and language of the screen, summary afterclassification, analysis from multiple angles and illustrate my point.I think that whether building brand or the development of advertising, all their nature ofthe content is the basic of study. This paper deconstuct and analysis of the content and form ofthe most basic case of the existing shampoo TV advertising, raise the problems. Hope to makea modest contribution to the study of related fields.