The Revitalization Of Time-honored’s Brand From The Advertisement Of Chinese Product’s Perspective

Time-honored brands have always been took pride by Chinese Nation, and it has itsprofound cultural connotation, which is the vital vehicle of Chinese commercial culture, theelite of Chinese industry and commerce, and the momentous power of Chinese brandeconomy. Every time-honored brand is a business concept from the elder generation and oneheritage of brand story, and it is on behalf of “memory” and “classic”, which is nostalgic andconnotative undergo the years grinding.In the early twentieth century, the domestic product movement promoted the developmentof neoteric Chinese products’ advertisements, which drove the booming of Chinese products.Whereas, with the reform and opening up, the imported product as a breeze was in the air ofour country. Far too many time-honored products were passed into silence in the archaic streetcorner, and it became the symbol of shabby and burn-in things. But today, the people turnround and discover the classic Chinese products and they have intention of retrieving whentheir consumption concept gradually become rational. In the process, some of thetime-honored brands had faded away, certain of them were persisting in the shade. They leftthe trace is the advertisements of Chinese products, and the advertisements of Chineseproducts recorded all their ways to persist it.Advertisement has closely connection to the consumption of commodity all the time whichis regarded as product from the commodity’s economy. It has intensive impact on people’sideology, concept and value orientation, which guide custom and behavior in people’s dailylife. The advertisement of Chinese product has been over a century which is a by-productfrom the flourishing of Chinese product. It transmits the concept of Chinese products andguides the consumers to purchase Chinese products in advertising way.Therefore, the thesis makes a general survey of the time-honored brands growing withdevelopment, flourish, solitude and revitalization from the advertisement of Chinese product’sperspective. Plenty of mementos need to be picked up and collected because the time-honoredbrands in different stages have used different forms and ideas in advertisements. Nowadays,the national complex in people’s heart has been touched again, and the Chinese products make their reversion by the virtue of the booming development of new media. Certain oftime-honored merchants begin to renew their equipments, orientation, requirement and value,and with appearing new concept of “new Chinese products”. In the face of current newsituation, time-honored merchants start to investigate the revitalization of brands. The thesismainly makes a comparison and study differences of mass media, communication contentsbetween neoteric Chinese products and contemporary Chinese products, and investigating thefire of “revitalization” in this situation which the profound time-honored brands has beenstrike by Internet. Actually, it is meaningful for the time-honored brands to find theirparticular mature period in the Internet era.