Reporter Meibo Qing / text
Interview Notes
May 31, 2011 in Chengdu
That day, Christo Kaftanjiev took Professor Sands forum, which is to open the altar Sands 118 games since the forum invited the first foreign guests, and talking about Chinese culture.
Christo and all the guests here is different from the shaved head, Professor Deng Deng Deng came running, took off his suit and began to talk readily deepened their fling. More interesting is that he did not intend to forever "talk" out of his subjects, but put the lights up to play a dark, playing his collection of Chinese elements in a section of advertising on video. The venue is very quiet, very little on stage, he would occasionally do a bit of a grimace, but rather a star. Thank Miss Chen Yan translation due diligence, he and I could vividly reviews Record below. To be honest, usually I rarely watch TV, but like to watch advertising, especially abroad, listening to the lecture, Professor Christo is like watching a gluttonous feast of Western advertising and feel great audio-visual enjoyment. That day came a gang of Sands Theatre journalism students like me, very excited, do not know the advertising industry to come to Chengdu, yet? If you did not come, really a bit sorry for them.
Sands Sands Removal forum in May I was the first time in theater. This musical "Jinsha" the theater was built, the overall shape of the crown was the venue reproduce the scene three thousand years ago the ancient Shu Kingdom. I asked Christo, exposure to which any sense? He said: Fantastic as through the time tunnel, I was with you three thousand years ago our ancestors dialogue.
Host Language
Sands forum open forum has ushered in a foreign guest - Professor Christo Kaftanjiev from Bulgaria. Christo is the market exchange of professional research and public relations, and the lectures, he made through a section of the West is full of Chinese elements of advertising, to show the Western view of Chinese culture, a different perspective.
Current guests
Christo Kaftanjiev (Chris Tokamak 夫坦基耶夫), professor, Ph.D., research marketing communications and public relations. Sofia, Bulgaria Department of Journalism at the University of Moscow University and Eluosituo wood work. Main object of study for the UK, the Netherlands and Ireland.
Record
Marketing in the western Chinese traditional culture
Prologue
Chris Toca 夫坦基耶夫 (hereinafter referred to as Christo): Dear friends, today I am very pleased at the Sands on behalf of the civilization of ancient China to do this before the lecture. I presented lectures and China-related, on the Chinese tradition and modern culture. I want to mention my laptops, cell phones, purses, as well as suits, you guess where is the production? China. What does that mean? Now the pattern of China's increasing influence of the world to study the Chinese culture is the trend.
Collectivism: the difference between Chinese and Western ideas
My topic is the culture of the West of advertising and marketing. Today, Westerners do all the advertising case, it represents the West in the eyes of the Chinese culture, we can understand the perspective of Westerners view Chinese culture.
In one case a few paragraphs in 2008 Adidas ad, these ads are not only the face of China's audience, but also the face of Western audiences, show Chinese culture to the West. (Note: these ads have in common is to convey the values of collectivism, the audience was packed into a virtual background.) It can be said from the Europeans, Americans concept, advertising the performance of collective behavior is difficult to understand, from my personal point of view, the collective spirit of China a bit strange, because we do Bulgarians used independently. However, from the Chinese point of view this is natural. Perhaps it is because of this collective, only to China so soon to become a leading world power, and after 10 years to bring greater changes.
In addition, China's traditional culture and Chinese values, and "and" thinking on the doctrine of the respected and so on, are also widely used in Western advertising. Use of these materials in advertising, often appears to be classic and attractive.
Chinese elements penetrate into the world
In the Western mode of thinking is a very important part of ecology, the West is very concerned about the ecological and environmental aspects. The ads show the next Chinese people are very concerned about the ecological problems, which is consistent with the values of Western society. Some ads use the image of a very cute panda, panda is very important for the world of Chinese elements, it exchanges with the outside world in China played a very important role, because it is one of the World Conservation Organization logo image. Now Chinese elements have penetrated into every corner of the world, such as being released "Kung Fu Panda 2", no one can ignore the Chinese elements of world influence.
This is an advertisement about saving water, it calls for people to donate money for the children water to provide water. This is the number of cases on anti-smoking advertising, smoking is harmful to health embodies. There are other animal figures, such as crocodiles, to show us the animals should not be hunted. This is a show car exhaust in a polluted environment of our city, a tree was cut down, our lungs, the mainland gradually disappear. If we do not pay attention to protect the environment, because greenhouse gases and global warming, China will really disappear.
There are some ads produced in China, showing the harm of violence against women, concerned about the rights of women in Western society is an issue of great concern.
Image of the dragon:
The humor appeals in advertising
Next, I want to talk about advertising inside the humor appeals, advertising in one of the most important demands. Demand is the driving force of advertising, humor in different cultures have different forms, the Western image of China through the ads to reflect this sense of humor, like this ad, maybe you know this famous Chinese movie star, a great power in all the bad guys were defeated, but in the end he uses a pizza, because he broke everything the restaurant, he shall surely make a lot of money, pizza there, you can get all the problems. Many Western ads like these, not only very influential in the West, in China too. We have seen just how good a movie star to this.
We should use different animals to express different ideas images, such as China, the panda is often used to express the concept, which is one of them. Also a lot of Westerners have begun to do some advertising in line with China cultural values, such as the image of the dragon. In Europe, in fact, the image of the dragon is evil, in Christian mythology, the soldiers often killing the dragon. But in this ad, we can see the image of Americans in China with a long advertising, like China, like the dragon as a sacred animal in the promotion of justice, in fact, Americans want their technology to China. This is a very smart move.
With the Great Wall to show global
Next is a BBC production of this ad is the most popular figure in Chinese mythology, the Monkey King, this is about the myth of the Chinese Olympic ads. We can also use a lot of ways to express the culture of science in some of the ideas, the United States and China may be some scientific ideas is the concept of conflict, but there are some ideas to get the two nations together, such as Coca-Cola ads. After the ads have a Coca-Cola we can co-exist. An important symbol of Chinese culture is the Great Wall, so naturally the image of the Great Wall to be applied to the ad, sometimes reflected in a very humorous way, sometimes it is very serious. Now we look at humor in Mexico, from here we can see that Chinese culture not only affects the advertising industry in Western Europe and America, also affected the advertising industry in South America.
Next is very serious about the Great Wall of an advertisement, advertising France Telecom, France's biggest telecommunications company, they want to show the world-class global brands, the effects of this global brand to express through the Great Wall. As we all know, astronomers said was: you can see the human in space on Earth is the only building the Great Wall of China (note: According to the discovery of the so-called later to see the Great Wall is just a beautiful misunderstanding, but the remote sensing satellites can see the Great Wall .) The letter said that the world, reflects the brand's global, reflecting the global sure to use the Great Wall to show.
China to become equal partners
Advertising is a very important element reflects the relationship between man and man. Americans are very clever use of this, they used the image of China and Chinese consumers to build relationships, sell their products in China. Do you know Shakespeare's Juliet, a character named it? Very interesting image of the inside of this ad is about the Chinese side of poverty, of course, is not reflected in the image of China today is the poor image of China in the past, perhaps this is some Chinese perspective, and this advertising is very focused and Relationship between.
The following ads are produced in Chile, but also reflects the very poor Chilean side, is also very humorous. This is a humorous way to demonstrate wind power technology advertising in China is very important that the Western world including the United States, they are to China as an equal partner. In the West you can see the ad in China is becoming a technically equal partners. We can see in this ad, China and the United States and Europe have very sophisticated technology to produce high-quality aircraft. At the same time the ad from a marketing point of view is very good, very good music and singers are very famous Chinese singer.
Interaction
Confucianism
A great influence on world civilization
Viewer: I have two questions to you for advice, from China to China to create, from the current advertising and marketing, the lack most of?
Christo: Let me say first is that many things are made in China, such as paper, there are other, said the hospital is the first invented in China.
Viewer: Today I visited the non-heritage fair, to marvel at the imagination of our ancestors, today we lack most creative and imaginative advertising, I think your forum provides us with an imaginative platform.
Christo: I would like to point out my impression of Chengdu to Chengdu, I thought before the city of Chengdu is very common to the later than I thought, Chengdu, some major cities in Europe is almost developed. However, we Bulgaria is very poor. You should be proud of their city.
Audience II: Chinese culture, including Confucianism, Buddhism, Taoism, Chinese culture, which does a system of marketing the greatest impact on Western?
Kristol: I think in different situations have different effects on Chinese culture, for example, the image reflected by the Great Wall is a very good concept of globalization. However, some viewers might say, If you want more depth, more civilized concepts of Europe, Confucianism is a better cultural resources.
Three audience: Can you talk about in depth just mentioned the influence of Confucian culture on the West, such as the Confucian culture to you I think you What Enlightenment?
Christo: First, I must admit that I respect in the Chinese philosophy did not do enough for today, but I think that Confucianism is the world's great civilizations of the West in this respect the Chinese culture expert must have a very deep insight .
Not moving
All ads
Audience four: Professor, I was journalism student, you mentioned that collectivism is part of Chinese culture, but you said that Westerners think that Chinese collectivism is a very strange thing?
Christo: I just say that there is a little bit strange, for example, attaches great importance to the Bulgarian culture is the spirit of individualism, individualism from our point of view, China's collective spirit was odd, but this is China's powerful reasons, cohesion and community strength.
Four audience: But these ads for a Western audience, worried that Westerners could not properly understand our collective spirit.
Christo: These ads are not to show that Westerners understand Chinese, but to form 明阿迪达斯 understand China, fell in love with China and is willing to sell its products in China.
Five audience: I am a graduate student studying journalism, my question is to promote the further development of the advertising industry, China's advertising industry how to do?
Christo: My understanding is that the audience for different countries and different strategies, such as selling products to the British, the British love of tradition is a very, we have taken the traditional approach, the Chinese have very strong traditional culture . And the Americans deal with the United States is a relatively shallow traditional country, you have to take a different approach.
Host (Chi Huan): This shows you many successful advertising cases, especially the girl playing a violin, that last sentence I was touched.
Christo: the play for the ad using a strategy by the Americans that there is a humane strategy in Europe with the ad, they think of China's advertising. I think all this moving is not advertising, just part of it must sell something.
Moderator: So you think the best advertising is what?
Kristol: I think in many ways to look and see what is culture, what kind of product, because there is no uniform standard.
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