广告presentation(更改后)

Group2Charity&OthernotforProfitusers-AnalysisofaBritishnon-profitadvertGroupmembers:JiangJiamin,CaoBuyue,XuHongfei,LiChuang,ShiTianjieIntroduction•Nameoftheadvert–“StoptheLanguageViolence”•User–Childline,acharityintheUnitedKingdom•Theme–Preventchildrenfromemotionalabuse•Aim–Toraisethechildren'sawarenessofemotionalabuse–ToencouragethemtoturntotheChildlineforhelp2Contents2134ThemeOrientationEffectsExecution31.Theme4Imagesofhurtchildrencangarnerpublicsympathywhereimagesofhomelessmenorsickwomenwillnot.(Rutherford2000,p.132)CaringforChildrenisacommonthemeofnon-profitadvertisements1.Theme51.1Economic&SocialComparison1.2CulturalComparison1.1Economic&SocialComparison6JapanUKChina200920102011201239,47335,3313,74943,11836,2334,44846,13538,9615,44246,72038,5146,188GDPPerCapita(CurrentUS$)(TheWorldBank2013)LiteracyRateUK,Japan→99%China→97%(Wikipedia2013)1.1Economic&SocialComparisonUK&Japan→Moredevelopedineconomyandeducation7AccordingtoMaslow’shierarchyofneedstheory,aseachlevelofneedsissubstantiallysatisfied,thenextneedbecomesdominant.(Robbins&Decenzo2006,p.281)Basicneeds→Innerproblems•Deeperunderstandingofchildren’sissues,especiallyinmentalaspects•E.g.UK:thechosenadvertfocusesonemotionalabuse1.1Economic&SocialComparisonChina→Lessdevelopedineconomyandeducation•Morefocusonbasicproblems:poverty,lackofeducation,etc.•E.g.Name:“ProjectHope”Producer:ChinaYouthDevelopmentFoundation(CYDF)Theme:Helppoorchildrenreceiveeducation8(CYDF2013)1.1Economic&SocialComparison•E.g.Japan:Name:“Whale”Producer:Dentsu,Inc.Theme:Respectchildren’simagination9(Whale2006)1.2CulturalComparison1089ChinaJapanUKHongKong:25Taiwan:1746IndividualismCollectivism(Hofstede2001,p.215)IndividualismIndexValues1.2CulturalComparisonIndividualisminBritishadvertisementenvironment•Children’scharitiesinUKpromotetheconceptofself-protection•E.g.thechosenadvertintendstoprotectchildren'sindividualrights11“In1985,WhitePaperReformofSocialSecurity:ProgrammesofAction,whichspokeofgiving‘greaterresponsibilityandgreaterindependencetotheindividual’.Greateremphasisthaneverplacedonpersonalsocialservices,administeredbygovernmentandvoluntarybodies,anddealing,inparticularwithchildren.”(Marwick1990,p.353)1.2CulturalComparison12CollectivisminChinese&Japaneseadvertisementenvironment(Hofstede2001,pp.228-229)Inthecollectivistfamily,childrenlearntotaketheirbearingsfromtheirparentswhenitcomestoconflicts.•Fewnon-profitadsinChina&Japaninvolvelanguageviolence•Emphasisonfilialpiety,harmoniousfamily,etc.1.2CulturalComparison•E.g.Japan:Name:“Dad’sCooking”Producer:TokyoGasTheme:Dinnerwithparents13(Dad’sCooking2013)•E.g.China:Name:“Family”Producer:CCTVTheme:Bedutifultoparents(Family2013)2.Execution142.2Explicit2.3Language2.4Shock2.1Plot2.1PlotNegativebehaviorMakepeoplefeeluncomfortable2.1Plot16SadstoriesPeopleinUKPeopleinUKDonotfeelthreatenedDonotcareabouttheambiguoussituation2.1Plot0102030405060708090JapanKoreaChinaTailandAmericaUKuncertaintyavoidanceDegreeofUncertaintyavoidance(Tang,2011)2.1Plot---comparetheads(UK)2.1Plot---comparetheads(UK)2.1Plot---comparetheads(UK)Theownerthrowtherubbishandseparatedthembecausehedidn’tclassifytherubbish.2.1Plot---comparetheads(China)Rubbishclassifythemselves2.1Plot---comparetheads(Korea)2.1PlotKoreaUKChina∴theusedofthesadstoriesfitwiththeUKpeople’sculturemakemorecollisionwiththeirhearts2.2ExplicitPeopleintheadweresufferedfromlanguageviolenceTheirmindswouldkeeprepeatingthosewordsandrememberthemdeeplyintheirheartsThishasabadinfluenceintheirmindwhichisinvisible242.2ExplicitInvisible→visibleExplicitSeethenegativeinfluencedirectlyUKislowcontextculture2.2Explicit---comparetheads(China)2.2ExplicitInconclusionUndertheenvironmentofUKtheexplicitofshowingthewordsonthebodyAppropriateLetthelocalpeoplefeelthesame2.3Language•Indialogue,therearemanywordslikefoolish,pathetic,uselessandidiot.•Intheend,thecharityappealspublictorealizeandstruggleagainsttheverbalviolence.•UKisalow-contextcountry.•UK’sadvertisementsareexplicit,straightforward,andsharpandgetintopointdirectly.2.3LanguageVerystraightandsimplesloganEnglishAnti-SmokingAdvertisement2.3LanguageJapaneseAnti-SmokingAdvertisement2.3LanguageHealthLoveFamilyCareerLifeItisnotastatussymbol,itisagrave.ChineseAnti-SmokingAdvertisement2.4Shock•Shockcanmakeadsmoreimpressiveandpersuasive.•Woundsmakeusuncomfortableandsick.2.4Shock-BasedonHofstede’sculturaldimensions-Ishighrestrainedculture.-HastightsocietyandmoraldisciplinesUK-Ishighindulgentculture33China2.4ShockEnglishAnti-furAdvertisementChineseAnti-furAdvertisement2.4ShockEnglishAnti-smokingAdvertisement2.4ShockTheyareacceptedbypublicandgovernment.ViolenceBloodinessSex36ChinaUKTheyarebannedinmoralandlegalaspects.3.Orientation373.2China3.3Japan3.4SouthKorea3.1UK3.1UKUK:CharityorientedcountryChildLineisafree24-hourcounselingserviceforchildren.3.1UKEconomydevelopmentChristianReligionIndividualismPolicyRoyalsupport3.1UKAsyousee,Charitiesplayanimportantroleinnon-profitadvertising.3.2ChinaChina:Governmentorientedcountry“NonprofitadsstartedlateinChina,from80sinthe20thc