A Shallow Analysis Of The Representative Culture Elements Conveyed In The Color Naming Strategy In Color Marketing

This paper investigates color names of Athens 2004 and Beijing 2008 Olympic Games and analyzes them from the perspective of interpretations and orientation of different color cultures comparatively. This paper proposes that the color naming and its implicit color culture in color marketing would be a kind of representative of culture indirectly and suggests that the difference in color cultures determines different cultural orientation of the color namings. This paper also suggests the differentiation in color cultures makes cultural orientation of color naming to be an important factor in the success of color marketing. By investigating the cultural differentiation and cultural orientation of color naming, color marketing, planning and design can be carried out accordingly.