Study On Communication Strategies Of Modern Foreign Advertising Of Shanghai

The generation of the Chinese modern advertising is directly related to the unique social developing environment. On one side,the emergence of mass media, provides a new form of communication for the development of modern advertising; on the other side, the influx of foreign goods, create more market opportunities for it too. In the promotion of technology of communication and the fight between national capital and foreign capital, Chinese modern advertising gradually showing distinct era characteristics. Shanghai is one of the earliest trading ports which were forced to open in modern China, the invasion of foreign capital and the dumping of foreign goods, made the development of commodity economy in Shanghai to a short, or even abnormal prosperity. In this process, Shanghai with its location in richly endowed by nature, has been under the influence of Western culture and civilization firstly.and gradually become the center of Chinese modern advertising. Modern Shanghai advertising is an important part of Chinese modern advertising development, Shanghai foreign advertising’s activity, affects the development of modern Chinese advertising. As a special form of development in Chinese modern advertising, Shanghai foreign advertising carried out active exploration in leading in creative ideas, creative path, creative strategy implementation, in the different historical period, Shanghai modern foreign advertising shows a unique advertising landscape because of the the difference of the propagation strategies and communication characteristics.Foreign capital directly spawned the the generation of the Chinese modern advertising, foreign advertising is an importmant driving force which effects Chinese modern advertising, in the special era, the development of foreign advertising has also been marked with the characteristic of colonial and semi colonial deeply. Shanghai modern foreign advertising have a huge impact on the regional economic development in Shanghai, at the mean time, in the application of advertising creative design and marketing communication strategy, combined with China actual conditions and traditional culture frequently,on the concept of advertisement leading, advertising elements use, advertising performance and other aspects, uses the communication strategies of "localization" and "situational" and "first effect".Based on the analysis of many cases, using the method of historical literature and comparative research, research on the social background, the development of different periods, the forms of advertising of Shanghai foreign advertising, analysis the communication strategies of "localizationl" and "situational" and " first effect" which Shanghai foreign advertising has used during the hundreds of years. This paper hopes to spy on propagation characteristics of Shanghai modern foreign advertising and the positive or negative effects to Chinese modern advertising, by outlining the context of modern Shanghai foreign advertising’s development, interpretation of communication strategies and the regional impact, afterwards, provides rich material and unique research perspective for the study of China modern advertising history.