America’s Image Shaping In China By Advertising Based On The Identity Theory

After entering the21st century, the relationships between countries tend to be not only competition but also cooperation. All countries in the world is no longer just focus on economy, military strength, the competition for the "soft power" is more value. National image is one of the "soft power". It plays a very important role to improve the competitiveness of one country in the word. Each country tries to establish a good image in the word. However, establishing the national image is a complex project. The way to construct country image is diverse. Today, the science and technology have developed very rapidly, profound changes have taken place in information communication model. Using mass media to create and spread national image has been adopted by many countries.Image advertising contains many symbolic images, sounds and text symbols. It can make the audience feel the country’s social life directly, and can achieve good results in a shot time, so it becomes an important way to shape the national image. For example, Japan and South Korea successfully changed their international image using the national image advertising.Our country has realized the importance of country image, and has launched many country image advertising, such as "Made in China". Although the domestic scholars believe that China’s image advertisement achieved good results, foreign scholars using empirical analysis concluded that it didn’t achieve good results. America’s national image advertisement was compared with China’s image advertisement by domestic people. Most people thought that the US’s image AD is better. Why America’s image AD is good? How was it accepted by so many people? To solve these problems is meaningful for China.As the above reasons, this article aimed to analysis America’s image AD to find the reason why America’s image AD is so popular.In this paper, results suggest that, shaping national image through AD should pay attention to the follow accepts. First, the country should posite its image at the same time should accurately grasp the audience’s psychological needs. Second, the country should fit into the target place’s cultural values. Third, the country image advertisement should disseminate of common values, in order to avoid cultural conflicts. Finally, the country should pay attention to the strategy of image advertising.This article has many defects, my knowledge of sociology and communication is not wide. On the choice of experimental subjects, there are many restrictions. The existing maturity scale is less on the cultural dimension.