Research On Creative Strategies Of Corporate Image Advertising In China And Foreign Countries In The Past Five Years

With the rapid development of the era,corporate image has become a magic weapon for enterprises to participate in market competition.As an important means of transmitting corporate culture,corporate image advertising plays an irreplaceable role in enhancing corporate visibility,improving corporate social image and communicating the feelings of audiences.As the soul of advertising,creativity is of great importance to corporate image advertising.It can turn invisible into tangible,and decay into magic;it can also make the audience indulge in it,unable to extricate themselves.Therefore,from the perspective of advertising creative strategies,the purpose of this study is to study the corporate culture characteristics conveyed by different combinations of advertising creative strategies in order to better play the value and role of corporate image advertising.This research mainly uses the method of combining content analysis with text analysis,which makes the conclusion more convincing.The first chapter is an introduction.In the second chapter,through the collation of relevant literature,on the basis of clarifying the basic concepts of corporate image,corporate image advertisement and advertising creative strategy,the specific types of corporate image advertisement,the cultural connotation of corporate image advertisement,the relevant principles of advertising creativity and the influencing factors that restrict the exertion of advertising creativity are clearly recognized and grasped.The third chapter is the main part of the thesis.Taking 200 cases of Chinese and foreign corporate image advertisements collected by the author in the past five years as research samples,this paper designs corresponding research programs,and carries out coding research and Analysis on the creative strategies of corporate image advertisements from advertisers,creative themes,creative strategies and target audiences.And it combines advertising,communication,marketing,advertising psychology,advertising ethics,etc.Based on these theories,this paper summarizes the preferences and characteristics of Chinese and foreign corporate image advertising in terms of creativity and performance,and explores the differences of corporate culture embodied in different types of advertising creativity.The main content of the fourth and fifth chapters is to summarize the presentation and deficiencies of corporate image advertising at the level of creative strategy,and to put forward corresponding optimization and improvement measures for the problems found in coding research.The last part is the conclusion of this paper.Through the author's research,I hope this thesis could bring some thinking and inspiration for the further optimization and development of creative strategies of corporate image advertising.