Group-Oriented Values In Social Marketing Employed By Chinese Advertisements For A Mass Audience

Brand marketing is ever more important; essential for promoting a company's image. As a way of achieving this, social marketing is wielded by many famous Chinese brands, and has successfully impacted the Chinese audience. Its effectiveness can be at least partially attributed to the application of group-oriented value factors to advertising campaigns. Through analyzing advertisements of Mengniu Milk, Nongfu Spring, and Coca Cola, this thesis identifies group-oriented value factors embodied in them (national pride, national events, authority, unity, social welfare campaigns, and family affection).These factors are effective in impacting the Chinese audience because they echo with the collectivist values of Chinese people. A supplementary illustration is analyzed using Chinese wine brands as a case study. These also express group-oriented themes of successful public social life, in-group circles and so on.The thesis also identifies individualism orientation factors in advertisements for foreign brand wines broadcasted in China. It is surmised that the targeted audience is the emerging Chinese population who have adopted more individualistic values and ways of life. In this way, we may be able to identify Chinese values in transition.