China’s Automotive Advertising Appeals In2002-2011

Research report published by the Institute of Sociology of the Chinese Academy of Social Sciences:car ownership will reach20per one hundred families in2012", which means that China will enter the threshold of the widely recognized by the world’s automotive society. China’s automotive industry, including car commercials late start but the rapid development of introduction, from the most simple models, functions to focus on creativity, content or some kind of spirit, quality, and then micro-film in the course of development in the world automobile the development of the auto show and other manifestations of car ads, like a spring germination of the seeds, the roots of the product give birth to a beautiful colors of the flowers.Now, the car in society plays an increasingly important role, it is the forerunner of the economic development, the pioneer of improving the quality of public life, the leader of the trend is a seasoned pro. At the same time, the simultaneous development of the automotive retail automobile advertising has become a powerful cultural force in society.Although the automotive advertising is rapid development, in academics, car advertising, especially the car ads in the Chinese market is small and not specific, academia mostly focus on the impact of the cultural aspirations of the regional advertising. There, it is necessary to analysis of China’s contemporary automotive advertising communication strategies form the perspective of communication, it not only can grasp China’s contemporary automotive advertising, analyze the status and trends of the automotive advertising communication strategy, find out the advantages and disadvantages of China’s contemporary automotive advertising, explore the impact of regional culture and global culture of automobile advertising, but also provide reference to China’s contemporary automotive advertising.On research methods, taking into account the TV car ads to facilitate vertical acquisition, analysis of factors selected sample in this article the decade2002to2011published in the print media, automotive advertising, mainly flat class of car ads, video types of vehicles supplemented by advertising research. Meanwhile, this passage learns the successful experience form European Critical School and American Empirical School, combines with the methods of qualitative research and quantitative research methods, and from two perspectives analysis Chinese domestic car market advertisings in qualitative and quantitative research, with the purpose of provide objective, comprehensive, systematic, scientific research.On this basis, this passage learns form foreign auto advertising and bases on communication, complemented by the sociology, psychology to grasp the cultural characteristics of China’s contemporary automotive advertising. This can draw on the successful experience of the car ads, get rid of shortage, and provide experience to China’s contemporary automotive advertising, especially the local car ads.