A Study On The Image Of Coca-cola Fuwa(2001-2018)

In 2001,the image of Fuwa appeared for the first time in the Chinese New Year advertisement of the American brand Coca-Cola.By 2018,Fuwa has appeared 11 time.Therefore,the research object of this paper is the image of Coca-Cola Fuwa(2001-2018),analyzes its appearance characteristics,functional characteristics and environmental characteristics,in order to comprehensively grasp the advertising connotation and cultural significance of Fuwa image.First of all,this paper analyzes Fuwa's appearance characteristics from two aspects of appearance and dress.Its appearance shows a trend of continuous westernization.From 2001 to 2005,the appearance of Fuwa was similar to that of Chinese folk dolls;from 2006 to 2007,their appearance gradually became westernized;from 2015 to 2018,their eventually became a white Western facial feature.Its dress is showing a westernization trend,which is reflected in the change of red,yellow and white in the color of clothing and the difference between Chinese and Western dressing concepts.Through the analysis of Fuwa's appearance and dress westernization,this chapter discusses the relationship between Fuwa's appearance characteristics and Western aesthetic concepts and gender concepts.Secondly,through the analysis of Fuwa's functional characteristics,it is found that Fuwa's role has experienced changes from the saved / the ignorant to the rescuer.From 2001 to 2005,Fuwa was one of the family members in China.At this time,she was a saved / ignorant;from 2006 to 2018,she was a rescuer from the western world.Through the analysis of Fuwa's functional characteristics,this chapter discusses the influence of western centralism and post colonialism on Fuwa's role design.Finally,combined with Fuwa's environment,it analyzes the family model and the middle class life prospect,and discusses the relationship between Fuwa's environmental characteristics,western family concept and class distinction.From the whole point of view,through the analysis of Coca Cola's advertising strategy,this paper reveals the cultural hegemony of the western strong culture over the "other" culture.At the same time,it also provides a reference for the spread of Chinese brands.First,it uses the continuity construction method in character design.Second,it conveys the value of cultural symbiosis in the meaning of the role.Third,it incorporates traditional Chinese elements in the scene design.