The Theory Of Culture Replacement In ?Take The Happy Home? Series Micro Film Advertisement

Advertising as a form of mass media,It is closely related to consumption,Pepsi's "take the happy home" micro film advertising(2012~2018)at this time as a new form of advertising,It also has a strong characteristics of The Times,placed the emotional appeal of the audience.The performance of micro films can shorten the distance with the audience and arouse the emotional resonance of the audience,thus achieving the purpose of making the audience recognize the brand image of Pepsi.Pepsi's success,It is also the embodiment of the emotional value of micro film advertising.This paper will mainly discuss the advertising strategies reflected in Pepsi's "take the happy home" series of micro film advertisements from the replacement of Chinese culture and the of western culture:Firstly,"square table" is replaced by "round table" and "peanut seed" is replaced by "coke potato chips",The New Year's eve dinner is replaced by "Chinese food" with "western food",and "degree" with "crossing" in the advertisement of Pepsi's "take the happy home" series of micro films..In this way,Pepsi cola can replace traditional Chinese culture and achieve balanceThe cultural transformation of the country;Secondly,analyze the "bring home music" series of micro film advertisements how to from the Christian culture,colonial culture,consumer culture and carnival Culture contains western cultural background,depicting different cultural landscape,to attract Chinese consumers and make them yearn for the purpose;Finally,a wide range of domestic products.Compared with the international brand advertising there is still a certain distance,there is a lot of room for improvement,So this paper finally through the Pepsi advertising reflected by several different.Based on the analysis of cultural characteristics,this paper puts forward some advertising strategies that can help domestic products conform to the background of The Times,build their own brand cultural characteristics and enhance the influence of domestic brands.Domestic products should fully learn from the successful experience of Pepsi micro film advertising,n the study can continue to innovate,gradually form their own style.