Research On The Different Application Of Chinese And Western Cultures Of Homeland In Advertisement

Home and country feelings are the most primitive,most sincere emotion in everyone's heart.Everyone has a home and the feelings of home affect our lives.With the economic and social development in recent years,advertisements develop from the public service ads to the commercial area,with the business appeal as an important magic weapon.In such a social context,can the audience clearly identify the cultural symbols of the home and country appearing in commercial advertisements and consciously influence their cognition and behavior?In this paper,ad,communication,sociology and other disciplines are the theoretical basis for the theory,with four pieces of commercial advertisements with the theme of home and country as the main research objects,through specific sample analysis,combining the problems of modern ethics and emerging social conflicts,this paper analyzes the effect of home and country elements applied to commercial advertising in modern China on audiences.In the first chapter,on the basis of summarizing the existing research,the author analyzes the present situation of the domestic family morphological characteristics and puts forward the definition of "home country advertisements" in this study.In the second chapter,the author conducted a detailed review of the sample ads.In the third chapter,the author designed the experiment and put up with four hypothesis.In the fourth chapter by the experimenter before and after watching the brands and advertisements to understand the level of sensitivity,the desire to purchase,as well as feedback obtained after the in-depth interview,concluded as follow:Firstly,the audience can correctly identify the elements of family feelings expressed in the advertisements.Secondly,the use of home and country elements can effectively enhance the degree of admiration for advertising.The immediate increase in the degree of goodness is related to the controversy over the elements used in advertisements.However,in the long run,there is an increase in the degree of goodwill.The effect of brand promotion on the degree of brand favorability is affected by brand attributes,and the effect of the product with high degree of involvement is better than the effect of the product with low degree of involvement.Thirdly,the application of home-country nostalgia elements can effectively stimulate the purchasing desire of the audience,and the audience's willingness to purchase is not obviously linked with the income and geographical area.Home-country advertising to enhance the audience's desire to buy the effect of brand attributes,the effect of low-involvement products is better than the high-involvement products.Therefore,the author believes that high-involvement products may consider using appropriately controversial elements that do not violate the values and ethics to promote their thinking and participation so as to optimize the brand image.In the case of low involvement products,consider the use of safe,universal home-country elements,direct emotional appeal to stimulate the audience to buy.Fourthly,the home-country feeling in the homeland is better in promoting goodwill and stimulating purchasesFifthly,on the question of which elements in the national feelings advertisement can resonate the most,the author analyzes the origins and development of the national feelings in the West and China.By combining the experimental data,it is suggested that advertisers should pay attention to the use of colors and music and focus on parents' giving to children and their children's "virtual guilt" towards parents and try to repay them.In the fifth chapter,the author proposes that in recent years,some advertisement distorted and exaggerated the social reality,hindering the public to form a correct cognition to the family.