Research Question 2: Can China create international advertisements that would be conducive to advancing its global image and make use of soft-power?
It has been well established by marketers and economists that a successful ad campaign is able to localize to the target audience and communicate messages in-line for the respective society. Advertisements often sell more of a “concept” of an ideal goal—that concept can vary slightly or dramatically from country to country, but its importance is undeniable. For example, the company, Kentucky Fried Chicken, owned by Yums Food Crops previously dominated in China, where the fast-food market is now worth $174 billion, and American fast food chains popped up everywhere throughout the nation (Song, 2013). As the society became increasingly wealthy and open, however, the novelty of the products wore off. The negative side effects of consuming the product, such as harm to a family’s health, became a great deterrent from purchasing the product and KFC began to see its market shares plunge. KFC’s May same-store sales even declined by around 25% in 2013 (Brandau, 2013)
However, the company ran a huge ad campaign that highlighted the company’s food safety and sanitation—currently a major concern for Chinese restaurant goers as the quality of food and inspection is quite poor. Vice Chairman of Yum’s, Sam Su said that the company would completely revamp the marketing campaign in China for 2013/14 and re-focused their ads (Julie, J. & Burkitt, L., 2014). KFC localized their ads and targeted an issue very specific to the Chinese market—concern over food quality and fear of avian flu. The company sold a “concept” of sanitary food...
... middle of paper ...
...rom the youth demographic (Lee, 2011) around the world—spreading both appreciation and knowledge of the culture. Products from the nation, such as the notorious Korean BB cream, are now at a point of advantage when it comes to marketing because the previously established media has already paved a pathway for the marketing of items.
China has many paths it can take to create a successful base for international marketing that will boost the nation’s soft-power. However, poor public relations, international relations, and lack of research can all result in negative consequences. If advertisements are done hastily, without knowledge of the target market, or are too conspicuous with propaganda, it is likely that a greater aversion to the products will exist. The importance of understanding the target nation cannot be stressed enough for a successful ad campaign.
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- Eugenics: Man vs God “The most merciful thing that a family does to one of its infant members is to kill it.” -Margaret Sanger, “Woman and the New Race” Seven-foot, blonde haired, blue-eyed super-humans bearing the swastika and marching in perfect Aryan rhythm, bred to be smarter, stronger, superior. This is a typical image when people hear the word eugenics, but there are two distinct branches: negative eugenics, which looks at removing undesirables and degenerates from society, and positive eugenics, which looks to promote the positive hereditary traits within society.... [tags: improving genetic qualities of a population]
974 words (2.8 pages)
- Making a Position Statement: “The image of the USA has become negative. Do you agree with this statement?” Introduction: The United States is the most powerful nation in the world. As this statement tells you even if you are in this position, other countries with different moral values will look at our values as negative, therefore in their eyes our country is viewed as negative. Our progress and ability to better our lives in this country makes us apart from every other nation in the world. While other nations around the world refuse to allow change and progress into the future era of civilization.... [tags: European Union, United States, Women's rights]
1967 words (5.6 pages)
- Analysis Tools Value chain Five forces Threat of New Entry (Weak): • Large amount of capital required • High retaliation possible from existing companies, if new entrants would bring innovative products and ideas to the industry • Few legal barriers protect existing companies from new entrants • All automotive companies have established brand image and reputation • Products are mainly differentiated by design and engineering quality • New entrant could easily access suppliers and distributors • It is very hard to achieve economies of scale for small companies • Governments often protect their home markets by introducing high import taxes Supplier power (Weak): • Large number... [tags: Automotive industry, Japan, Strategic management]
1925 words (5.5 pages)
- There are significant inhibiting factors keeping China from becoming today’s world power. One of the main arguments is that China’s economic success today is just a replica of the U.S.’ housing bubble before it crashed (Robinson). They are building faster than their expanding middle class can keep up with (Robinson), which was the exact problem the U.S. had right before the market crashed and they fell into a recession. China would have to slow their rapid expansion down in order to avoid crashing just like the U.S.... [tags: politics, economics, housing bubble]
1069 words (3.1 pages)
- The Shanghai Tennis master cup Is an Indoor tennis tournament hosted in China for over a decade. Initially, appearing in 2002, it has achieved a massive success amongst the Chinese population, it “proved Shanghai 's capabilities in organising international events and helped to elevate Shanghai 's position in international circles" - Yang Xiaodu (Chinadaily, 2004) The popularity reached its peak in the first week, whilst the event sold out all the tickets, it opened Chinas eyes upon what they are really capable of, it gave them a glimpse of what was possible with their booming economic hub.... [tags: People's Republic of China, China, Mercedes-Benz]
1185 words (3.4 pages)
The Cultivation of Womanhood Through Advertisement: Body Image, advertisements, spending habits, and their implications
- In this paper we will explore how advertisements cultivate a woman’s need for consumerism as a part of their own self image. George Gerbner, the founder of cultivation theory, argued that television has the ability to impact the way that people percieve certain message and influence their everyday life. In this study, we will conduct a content analysis of quantitative and qualitative measures that will study fashion advertisements. Each advertisement will be critiqued by a set of questions to help find any pattern or correlation between attributes that may have an impact on female consumers.... [tags: media, brainswashing, body image]
2956 words (8.4 pages)
- No one can deny from recent news that there has been a strong surge of Chinese nationalism, and that this nationalism has turned heads in the international community. The nationalism that the CCP has affected is taking on a life of its own. In its strategy of pragmatic nationalism, the CCP tried to blur the lines between love of country with love of the state and governing body. What has resulted is a whole new breed of nationalism that is very much independent of the Chinese Communist Party and in fact has caused the CCP great concern.... [tags: China]
1537 words (4.4 pages)
- CHINA SHARMILI LAKSHMANAN WRIT 1302 UNIVERSITY OF HOUSTON-CLEARLAKE Abstract The tradition of china is very old. People are still following what their ancestor practiced. In a society active culture like the Chinese, traditional beliefs tend to be fully ingrain in the people. China is well known for four different inventions in ancient times, they are, paper making, gunpowder, printing and the compass that have had a huge impact on the entire world.... [tags: People's Republic of China, China]
1846 words (5.3 pages)
- In 1962, President John F. Kennedy, in what became one of the most famous speeches of the twentieth century, proposed going to the moon by the end of the decade. At the time of his speech, the only American who had traveled into space was Alan Shepard, who flew on a fifteen minute suborbital flight (“Humans to Mars”, Outlook). Less than eight years after this speech, Neil Armstrong landed on the moon. Yet since the end of the moon landings in 1972, and the Viking landings of 1976, few Americans can name any of NASA’s achievements.... [tags: Governmental Agencies]
1877 words (5.4 pages)
- The Image "Made in China" in Manufacturing In order to provide the Chinese home appliance manufacturers consortium with assistance in achieving their goal of improving the “Made in China” image, our first objective was to accurately define the perception of products that are “Made in China.” In particular, to determine whether or not “Made in China” has a negative connotation in the U.S. marketplace and if so, to better understand the contributing factors to this perception. First, we conducted secondary research consisting of a review of literature and statistical studies.... [tags: Chinese Trade Manufacturing Appliances Essays]
3817 words (10.9 pages)