Research On The Appreciation And References Of Confucious Culture In China Advertising

The Chinese advertisement underwent 20-30 year vigorous development, already developed into the ubiquitous sales talk method from the initial rara avis. Establishes gradually take the consumer as the central 4C marketing strategy, each propaganda technique emerges one after another incessantly, consumer's attention by the infinite dispersion, can cause the advertisement which the consumer pays attention to be miniscule truly. Chinese advertisement's quantity becomes at the same time which the eruption type grows, more and more advertisements receive consumer's denouncing, the advertisement level are irregular, the advertisement effect is very difficult to guarantee. The many expenditure massive investments manufacture the advertisement can only submerge finally in the infinite noise, is unable to obtain the expectation effect. In this case proposed how reflects taking advantage of the Confucianist culture enhances the advertisement effect to appear very important.This article in read massively is inspired about the Confucianist culture and in the advertisement relations literature, proposed in the Chinese advertisement the Confucianist culture warning taking advantage of studies this thesis. In had in the work and the literature this thesis rarely has the research, and is related studies is quite simple, to the Confucianist culture implication explanation inadequate system. This article first has made system's combing to the Confucianist culture's warning taking advantage of the implication and explains, then through will carry on the text analysis to the massive short-term outstanding advertisement, will induce it to the Confucianist culture"the kernel, righteousness, the ritual, the wisdom, the letter"the warning will borrow the way, the analysis warning borrows the effect, finally proposed that the Chinese advertisement warning will borrow the Confucianist the culture the matters needing attention. Draws the conclusion through the above analysis: Through the reasonable warning taking advantage of the Confucianist culture in"the kernel, righteousness, the ritual, the wisdom, the letter"the view, may better with audiences' communication, effective enhances the advertisement effect, the promotion enterprise and the brand image. This article overall construction divides into five parts: This article first chapter is the introduction, the overall introduction this article research background, the literature narration, the research technique and the research significance; The second chapter the introduction culture warning borrows the connotation, introduced separately Confucianist"Wuchang""kernel, righteousness, ritual, wisdom, letter"the cultural warning borrows the connotation; The third chapter the analysis massive outstanding advertisement case, the induction Confucianist culture warning borrows the way, has the instruction by the time to the Chinese modern advertisement's creativity and the manufacture; The fourth chapter the analysis warning carries on the advertisement creation taking advantage of the Confucianist culture the significance; Last chapter proposed that the Chinese advertisement carries on the matters needing attention which to the Confucianist culture the warning borrows.Now, consumer more and more attention commodity culture, energetic attribute, but non-material attribute, therefore like wants maximum limit to attract in this information explosion time the numerous attentions, occupies the numerous psychological position, makes the good advertisement progress, must pour into the cultural breath in the advertisement, strengthens with audiences' emotion exchange, the mold good enterprise image. China has five millennium cultural histories, particularly the Confucian thoughts culture still has many splendid precious inheritances after the historical precipitation to be worth us until now reflecting borrows, is we inexhaustible inexhaustible culture mineral resource, the Chinese advertisement like can excavate the outstanding cultural thought which is worth reflecting borrows to perform the reasonable use, will decide can in the future the Chinese advertisement development inestimable function.