Motivations Of Confucian Dynamism On The Design Of China-targeted Micro-film Advertising:A Case Study Of P&G

To the accompaniment of the development of society and the progress of technology,the world has been taken as an organic whole gradually. Because of the huge potential of Chinese market, lots of multinationals tend to gain a position in it. Under these circumstances, the advertising, as one of the most effective means of publicity, would turn into the dominant force of informing consumers of their services and products. Besides, in the wake of the rapid development of Internet, as a totally new media, it is the Internet that plays an essential role in modern life. The Internet carries an extensive range of information resources and services, which hold much advantaged superiority at promotion field.Therefore, a new form of advertising, micro-film advertising, mainly playing on the Internet, emerges at this moment. The micro-film advertising is a special form of advertising which adopts the new methods, techniques and skills of film-making. Finally, it would make the sales successful, brand image promoted and brand value increased.As we all know, the big gap exists between eastern culture and western culture from many perspectives. Therefore, numerous multinationals will confront a collection of troubles and challenges while occupying market share in China. For the purpose of facilitating the better promotional effects, designers and advertisers have to take measures to enable local consumers to count of the micro-film advertising as a personal favor after watching them. For that reason, some kinds of Chinese traditional culture, especially Confucian Dynamism elements which affects the Chinese most from ancient time till now,should be applied in the relevant micro-film advertising. Since America is one of the most typical countries with western culture, and P&G, short for Procter & Gamble, is an outstanding representative of numerous multinationals in the USA, the micro-film advertising of P&G will be selected to be considered as research samples in this study.The two kinds of different cultural values between eastern and western will be compared in both aspects of country-of-origin and country-of-target. From the intercultural communication perspective, Hofstede’s cultural dimensions, above all, the fifth dimension-Confucian Dynamism is taken as the main theoretical framework of the present research. Confucian Dynamism refers to the cultural values existing in Southeast Asia,which mainly involves the elements of people-orientation, self-cultivation,collectivity-orientation, hierarchical respect, perseverance, respect for the tradition, lucky culture and so on. Simultaneously, combined with the three levels of harmonious culture(internal harmony, interpersonal harmony and harmony between man and nature) proposed by Ji Xianlin, those paratactic Confucian Dynamism elements would be divided into threemore systematic parts, which makes the present theoretical framework full of consecution.Moreover, according to the hot spot issues, whose connotations are related to Confucian Dynamism, are indicated as well, such as Chinese dream. After browsing the homepage website of P&G and some authoritative main-stream video websites in China, 52 typical micro-film advertising samples are collected and downloaded, which involves in 4 product categories and 12 brands of P&G.Content analysis, interdisciplinary research and case analysis are employed to work on the samples collected from homepage website of P&G and some authoritative main-stream video websites in China. Analyses and researches lead them to conclude that:(1) From the perspective of motivations of Confucian Dynamism on the design of China-targeted micro-film advertising from P&G, owing to the great gap between the eastern culture and western culture, multinationals should try to avoid the differences and minimize the misunderstandings raised by them. Meanwhile, in order to attract the potential consumers in China, gain the consumer’s recognition, improve product sales and services quality levels,and increase the sales result, advertisers and designers of micro-film advertising should make full efforts to think about how to apply certain Chinese traditional culture, especially Confucian Dynamism, to persuade the consumers cross nations.(2) As for the design of China-targeted micro-film advertising from P&G, so much as the design of multinationals’ China-targeted micro-film advertising, with the purpose of using Confucian Dynamism expertly and masterly to convince the consumers of different backgrounds, the designers or advertisers of micro-film advertising would grasp the spirit of Confucian Dynamism, in order to use it freely and appropriately. The inspirations could be concluded as follow: A:Enhancing the communication between various cultures which could help to increase mutual understanding and trust. B: Making micro-film advertising advertisers and designers have a better comprehension of the real meanings and comprehensive connotations of Confucian Dynamism elements and grasp the spirit of Confucian Dynamism. C: It’s necessary to reinforce the cultivation of creation-oriented quality education in the design education.In sum, it is hoped that the readers would come to see the idea in a new light.Moreover, the real benefit is in taking the present study as a starting point to have a better understanding of the differences between eastern culture and western culture, moreover, to enhance the cross-cultural consciousnesses.