The Research Of Enhancing Print Advertising Creative Of Private Cars In China

This paper is based on the analysis of Chinese car industry and caradvertising industry, the marketing in the field of consumer psychologytheory as a tool, combined with consumer research to identify the problems ofthe print advertising creative on the cars in China, to explore how to enhancethe print advertising creative of cars in China under the current circumstances.Along with the development of Chinese car industry, the supply andsales of private cars is booming, various manufacturers make great efforts onselling their products, so their car print advertising contests, but the quality ofthe advertising has been some good and some bad. Through the marketresearch, this paper concludes the print advertising appeals of cars in Chinaare of homogenization, the lack of readability of text messages, the ignoringof practical value, the question of a draft general. This paper deduces thefurther integration of consumer psychology theory from the creative methodsto enhance the car print advertising, and reveals the print advertising creativeof cars should be people-oriented and strengthen the acceptance ofinformation; it should be tailor-made for different medias and more vivid ofthe dissemination of information; it should be strengthen the interactionbetween the advertisement and consumers and intensity of the after-salesservice advertising; it should be developed toward the direction of "culturalconsciousness".This paper aims to study the car print advertising in China, identifyproblems, analyze the cause of the problems and propose a solution, thuspromoting the sound development of the car print advertising in China,making it the channel of dissemination of information between the efficientcar companies and consumers.