China’s National Image Advertising Awareness

With the development of society and the deepening of Globalization, the countries in theworld pay more and more attention to their national images, and adjust, shape, disseminate thenational images through different channels. At the same time, media as the main means ofinformation transmission, it plays an important role on shaping and disseminating the nationalimage. For our country, because the differences between Chinese and Western culture and notenough opening to the outside world before, it let the world audiences lack of knowledge aboutChina. On the other hand, the image of China is shaped and disseminated by the Western mediawhich control the public voice of the world. It has an influence on world audiences to understandChina correctly. How to shape and disseminate the national image, to let world know more aboutChina and to create a favorable international environment for the development of country, theseare very important for China.In2009, China’s commerce ministry and others fours organizations made the “MADE INCHINA” image advertising and broadcasted on CNN. This was the first time that our country putthe image ads on foreign mainstream media. Later, on January17,2011, the State CouncilInformation of the People’s Republic of China planed and made the national image advertising,and broadcast on New York Times Square. It attracts a lot of people’s attention. As a try of Chinashaping and broadcasting the national image through image advertising, the two advertisementsshow China wake to the importance that image advertisements could shape and disseminate the national image. The Chinese scholars have exhaustive studies on communication strategies andeffects of these two ads. This article discusses the national image communication through a newangle of view which is called national image advertising awareness.The article defines the national image and national image advertising firstly. It could play afundamental action of the study of national image advertising awareness. Then, we analyze thereasons why China begins to communicate national image by advertisements through the aspectsof China itself, economy and information globalization, the Consumer Society background. Thethird, it divides into two stages to explain the process of China how to wake up the importance ofimage ads. Then, the article summarizes the significances of China waking up the national imageadvertising awareness. At last, the article rethinks the communication strategy. And it explainsthat the two national image ads have some disadvantages because China is just beginning to useadvertisements to shape and disseminate Chinese image. At the same time, the article puts forwardthe ways to deal with the situations and looks forward for the future national image ad.