Practical Research On Advertising Communication Of National Image Of China

In recent years, countries all over the world started to focus more eagerly onChina for it rapid rising. As an important role of the world development, internationalsociety also paid high attention to her national image. However, in the age ofglobalization, the power of information is so strong that traditional ways and thinkingare unable to take the responsibility for fully spreading the national image, whichpromotes the Chinese government to realize that it is urgent and necessary to find anew way. Under this circumstance, the advertisement of China’s image, officiallyon-air in2009, was the first positive trial for modern China to spread her nationalimage abroad.This essay is expected to analyze and conclude the developing situation,communication effects and existing problems of the national image advertising underthe background of globalization through data collection of the three advertisements andmethod study of communicating China’s image. According to the study, the importantreason for making national image advertising is to acquire the right of interpretationand image-building if China wants to achieve a world-class interpretation, persuasionand communication. Yet, the establishment and protection of China’s national image isa long time campaign which means although the making and launching of the nationaladvertising can improve national image and impact, its establishing and maintaining isa program of sustainability, consecution and system, requiring the cooperation ofgovernment, enterprises and publics, the idea of using a series of advertisements toachieve the goal once for all is unrealistic. Still, there are many problems in themethod of advertisements to spread national image, for instance, inaccurateunderstanding of the audio-visual language, monotonous media representation, isolatedexpression that separated form the audiences, and inadequate attention to the newmedia, which will bring hazards for the future development of the nationaladvertisement. First of all, we should make a good research on audience psychology.Secondly, we should learn to make the best of new media and promote national imagemore quickly and widely with the aid of new media. Finally, we should possess thethinking mode of integrated marketing that enables to promote national image in acomprehensive and all rounded way. By strengthening the three means, we canimprove the communication effects as making the advertisements livelier, and achieve the goal of launching a healthy, positive and responsible national image.In this essay, I conclude three problems in the advertisement of China’s nationalimage by a profound study of communication practice and a comparison analysisbetween other communication effects as well as raise my countermeasures andsuggestions to these problems, aiming to make some efforts to the communication ofChina’s national image.