廣告presentation(更改后)

1、Group 2Group 2Charity & Other not for Profit Charity & Other not for Profit usersusers- Analysis of a British non-profit advertGroup members:Group members:Jiang Jiamin, Cao Buyue, Xu Hongfei, Li Chuang, Shi TianjieIntroduction Name of the advert “Stop the Language Violence” User Childline, a

2、 charity in the United Kingdom Theme Prevent children from emotional abuse Aim To raise the childrens awareness of emotional abuse To encourage them to turn to the Childline for help2Contents2134ThemeOrientationEffectsExecution31. Theme4Images of hurt children can garner public sympathy where images

3、 of homeless men or sick women will not.(Rutherford 2000, p.132) Caring for Children is a common theme of non-profit advertisements1. Theme5Economic & Social ComparisonEconomic & Social ComparisonCultural ComparisonCultural Comparison1.1 Economic & Social Comparison6JapanUKChina39,47335,

4、3313,74943,11836,2334,44846,13538,9615,44246,72038,5146,188 GDP Per Capita (Current US$)(The World Bank 2013) Literacy Rate UK, Japan 99% China 97%(Wikipedia 2013)1.1 Economic & Social Comparison UK & Japan More developed in economy and education 7According to Maslows hierarchy of needs theo

5、ry, as each level of needs is substantially satisfied, the next need becomes dominant.(Robbins & Decenzo 2006, p.281) Basic needs Inner problems Deeper understanding of childrens issues, especially in mental aspects E.g. UK: the chosen advert focuses on emotional abuse1.1 Economic & Social C

6、omparison China Less developed in economy and education More focus on basic problems: poverty, lack of education, etc. E.g. Name: “Project Hope” Producer: China Youth Development Foundation (CYDF) Theme: Help poor children receive education8(CYDF 2013) 1.1 Economic & Social Comparison E.g. Japan

7、: Name: “Whale” Producer: Dentsu, Inc. Theme: Respect childrens imagination9(Whale 2006) 1.2 Cultural Comparison1089ChinaChinaJapanJapanUKUKHong Kong: 25Taiwan: 1746IndividualismCollectivism(Hofstede 2001, p.215) Individualism Index Values1.2 Cultural Comparison Individualism in British advertisemen

8、t environment Childrens charities in UK promote the concept of self-protection E.g. the chosen advert intends to protect childrens individual rights11“In 1985, White Paper Reform of Social Security: Programmes of Action, which spoke of giving greater responsibility and greater independence to the in

9、dividual. Greater emphasis than ever placed on personal social services, administered by government and voluntary bodies, and dealing, in particular with children.”(Marwick 1990, p.353)1.2 Cultural Comparison12 Collectivism in Chinese & Japanese advertisement environment(Hofstede 2001, pp.228-22

10、9)In the collectivist family, children learn to take their bearings from their parents when it comes to conflicts. Few non-profit ads in China & Japan involve language violence Emphasis on filial piety, harmonious family, etc.1.2 Cultural Comparison E.g. Japan: Name: “Dads Cooking” Producer: Tok

11、yo Gas Theme: Dinner with parents13(Dads Cooking 2013) E.g. China: Name: “Family” Producer: CCTV Theme: Be dutiful to parents (Family 2013) 2. Execution14ExplicitExplicitLanguageLanguageShockShockPlotPlot2.1 PlotNegative behaviorMake people feel uncomfortable2.1 Plot16Sad stories People in UKPeople

12、in UKDo not feel threatenedDo not care about the ambiguous situation2.1 PlotDegree of Uncertainty avoidance(Tang, 2011)2.1 Plot -compare the ads (UK)2.1 Plot -compare the ads (UK)2.1 Plot -compare the ads (UK)The owner throw the rubbish and separated them because he didnt classify the rubbish.2.1 Pl

13、ot -compare the ads (China)Rubbish classify themselves2.1 Plot -compare the ads (Korea)2.1 PlotKoreaUKChinathe used of the sad stories fit with the UK peoples culture make more collision with their hearts 2.2 ExplicitPeople in the ad were suffered from language violenceTheir minds would keep repeati

14、ng those words and remember them deeply in their heartsThis has a bad influence in their mind which is invisible242.2 ExplicitInvisible visibleExplicitSee the negative influence directlyUK is low context culture2.2 Explicit-compare the ads (China)2.2 ExplicitIn conclusionUnder the environment of UKt

15、he explicit of showing the words on the bodyAppropriateLet the local people feel the same2.3 Language In dialogue, there are many words like foolish, pathetic, useless and idiot. In the end, the charity appeals public to realize and struggle against the verbal violence. UK is a low-context country.U

16、Ks advertisements are explicit, straightforward, and sharp and get into point directly.2.3 Language Very straight and simple sloganEnglish Anti-Smoking Advertisement2.3 LanguageJapanese Anti-Smoking Advertisement2.3 LanguageHealthLove FamilyCareer LifeIt is not a status symbol, it is a grave.Chinese

17、 Anti-Smoking Advertisement2.4 Shock Shock can make ads more impressive and persuasive. Wounds make us uncomfortable and sick.2.4 Shock -Based on Hofstedes cultural dimensions-Is high restrained culture.-Has tight society and moral disciplines-Is high indulgent culture33China2.4 ShockEnglish Anti-fu

18、r AdvertisementChinese Anti-fur Advertisement2.4 ShockEnglish Anti-smoking Advertisement2.4 ShockThey are accepted by public and government.ViolenceBloodinessSex36ChinaUKThey are banned in moral and legal aspects.3. Orientation37ChinaChinaJapanJapanSouth KoreaSouth KoreaUKUK3.1 UKUK :Charity oriente

19、d countryChildLine is a free 24-hour counseling service for children.Distress .Parental separationBullyingChild abuse3.1 UKl Economy developmentl Christian Religionl Individualism l Policyl Royal support3.1 UK As you see, Charities play an important role in non-profit advertising. 3.2 China China :G

20、overnment oriented country“Non profit ads started late in China, from 80s in the 20th century - only about 20 years of time, had experienced the process of the sprouting to the development and the prosperity.” - Wanli Gao3.2 China Chinas public welfare advertisement Behavioral agent: The government“

21、National Model“Theme selection: The state of irregularityHe may forget He may forget many things, many things, but he never but he never forgets you.forgets you.AdvertisingAdvertising Business Business Management Management CenterCenter3.3 JapanJapan :Enterprise oriented country3.3 JapanJapan : In 1

22、971, “Guanxi Public Advertising Agency“. In Japan, the public service ads are called Public Advertising, Dentsu advertising dictionary defines it as “The enterprise or groups are in order to show their functions and responsibilities to society, and their participation and attention on How to solve s

23、ocial problems and environmental problems, then clarify the meaning to consumers of the advertising.” - Wanli Gao3.3 Japan3.4 South KoreaSouth Korea :Media oriented country3.4 South KoreaKobako:The Korea Broadcast Advertising Corporation4. EffectsEffect of the ChildLine advertisementEffect of the Ch

24、ildLine advertisementComparison of the non-profit Comparison of the non-profit advertisement in China advertisement in China Transparency in the organizations Transparency in the organizations financesfinancesMasculinity cultureMasculinity cultureCustomer perceptionsCustomer perceptions4.1 Effect of

25、 the ChildLine advertisement1a powerful new video from ChildLine highlighting damage caused by verbal abuse.3More and more British pay attention to child abuse.4ChildLine: more than 54,000 calls related to emotional abuse suffered by children(ChildLine receives record number of calls on emotional ab

26、use 2013)492generated a huge response and aroused public sympathy5up to 15th 9, 2013, almost 50,000 people have signed a petition. (ChildLine to teach all UK primary schools about abuse 2013)4.2 Customer perceptionshigh-salaried stratum, whose annual income was more than 40,000 pounds, took out 2% o

27、f their income every month used as all kinds of donationsthe poor, earning only 5000 pounds per year, took out 4.5% of their income every month to do public welfare undertakings accept extensively To donate has been a part of British life and culture. many charities live on private donations50VScare

28、 for domestic non-profit organizationsstrong sense of responsibility for public welfare undertakingsinternational disasters: 9.51 million dollars to Philippines due to the typhoon economic recession1234.3 Masculinity culture514.4 Transparency in the organizations finances ChildLine ChildLine ChildLi

29、ne ChildLine ChildLine ChildLine52publishes annual financial report into detail of income and expenditureeverybody can check and download it on the official websitereassure people and push them to give more support4.5. Comparison of the non-profit advertisement in China - femininity culture commonwe

30、al advertisement is the governments responsibility enthusiasm to participate in public welfare activities is not high53 government-oriented4.5. Comparison of the non-profit advertisement in China - financial transparencyThis year, the Hong Kong government refuses to donate to hit areas in Sichuan, y

31、aan through the Red Cross due to its opaque finance.Guo Meimei incident” in June, 2011 Donors dont know where their contributions go and they doubt itdoesnt record each case of donationpublic donations have dropped by 87%further sparked public trust crisis The Red Cross54Q & AQ & AThank You!

32、Thank You!Reference ChildLine receives record number of calls on emotional abuse 2013, accessed 5, December 2013, ChildLine to teach all UK primary schools about abuse 2013, accessed 5, December 2013, China Youth Development Foundation 2013, accessed 2 December 2013, . Dads Cooking 2013, Japan, onli

33、ne video, accessed 6 December 2013, .Family 2013, China, online video, accessed 5December 2013, .Hofstede, G 2001, Cultures Consequences: Comparing Values, Behaviors, Institutions and Organizations across Nations, Sage Publications, inc., California, pp.215, 228-229.Hofstede, G, Minkov, M 2010, Cultures and Organizations-Sof