Three Minutes

This is a short video of a real story adaptation. This story is about the coming of the Spring Festival. The train ticket seller’s mother is very busy and his son must be entrusted with the care of relatives and friends. Because the mother wants to follow the train, go to the distance. The mother and son can only use the three-minute train stop time for short-term reunion. His son was afraid that he could not make good use of these three minutes. He has been running on the platform and hopes to find his mother as soon as possible. After seeing her mother, the two embraced each other. They looked at each other but they did not speak. The audience did not know what happened. Until the child begins to recite 1X1 = 1, the audience knows what happened. It turned out that the mother is usually a severe mother. She told her child that she said she must ride a good multiplication table. Otherwise, she cannot go to elementary schools in the town and she cannot often see her mother. The child took this sentence seriously, so he tried to recite the multiplication table. This moment of short reunion actually became the moment of delivery. At this point, the mother who knew the truth was a bit guilty.

From the standpoint of Apple：

Good brand advertisements are not just stuffed with data, celebrity endorsements, slogans that exaggerate words, advertisements filled with streets, and self-promotional positioning. Good brand advertising conveys a kind of values. When people are resonated with your values, even if they do not buy your products, at least they recognize the direction you lead. This kind of recognition is the highest level of affirmation in the hearts of consumers. For this short film, we did not see any exposure to Apple products. The apple logo was only revealed at the end of the show,  Apple’s advertising is still very sincere.

Marketing Techniques

This marketing approach is very targeted and definitely suitable for the Chinese market. Second, this is definitely a successful marketing case. China has become Apple’s main market, so in recent years Apple has also focused on China. For example, the red iPhone launched at that time was very Chinese. This is not just saying that red is very Chinese. In the American fast fashion brand, several fashion products are launched every year in the New Year, but in fact, Apple only uses red color. Because red is an essential color in the Chinese New Year, red is the representative color of the New Year in China.

Then we talk about “three minutes.” Since in order to cater to the Chinese market, if you use a few foreigners to use the iPhone iPad, the scene will be very unappreciated and cannot impress Chinese consumers. So Apple is definitely going to change the original way of advertising photography. In order to have sufficient localization, it is necessary to find a Chinese director to shoot. Because the Chinese know more about the Chinese, they created advertisements for this theme. Well, everyone will definitely care about this movie (Apple is also so guided), people can sigh, so close to the life short film, or a big director, um, very good, eh? Actually using the iPhone X, this is great. I also want to buy iPhone X. When this idea comes into your mind, the purpose of this advertisement is reached.

Indeed, in the eyes of professional practitioners, the shooting of this short film is more about the expression of the director, the arrangement of the story, the role of the lens, and the coloring of the post-cuts. In other words, even if this video is not an iPhone, it can be shot with other mobile phones, but why can’t other brands make such advertisements? The difference is that they do not have such marketing thinking. I think from the technology and use, many brands and Apple already have no gaps. This is why there is not a little iPhone product characteristics in this ad, because the product features have been difficult to open the gap with competitors, can only rely on the concept . Think about what Apple’s advertisements were before, and at the beginning, a few products are simple and concise: It’s as if I’m telling consumers that I’m stunning; I’m using it in several life scenarios: I’m telling consumers that it’s convenient; to the present three minutes : To convey to consumers that I am very Chinese. I think this marketing is very successful in China and it can impress the Chinese people. But it is just another matter of impressing on whether to buy or not to buy. This short film has brought good topicality. Whether from art or marketing, it is successful.

References

• Yang Kui, Dong YaLi; “Consumer culture – from modern to postmodern”, China Social Sciences Press,2003.
• Wang Ning; Consumer Sociology – A Perspective of Analysis. Social Sciences Academic Press, 2001.
• Zhongyi Yi, Media and Advertising, Renmin University of China Press, 2001.
• Xia Hongbo, Hong Yan, Television Advertising, Beijing University Press, 2003.

Samsung Washing machine’s Ad CR in China 2

Advertising slogan; Small！but also save the world

A father told the boy about the hero’s bedtime story. The child asked his father, ‘Dad, will I be a hero? “Daddy kissed his forehead and said, ‘When you grow up, you will become a hero. Good night.’ The next morning, the child climbed over the window and looked out the window. As the weather was too polluted, the garbage on the street was flying. All of them wrap themselves up and look out of the eyes to see how heavy the expression is.The boy is determined to save the world from being contaminated, the boy thinks of the vacuum cleaner usually used by his mother to clean up, so the boy takes the vacuum cleaner behind the door At last, he opened the door and walked out. The little boy turned on the switch of the vacuum cleaner and suddenly, a gust of wind blew up. The garbage and smog were sucked into the vacuum cleaner. The little boy with the sun’s rays could not open his eyes. , laughed. The father who opened the door, took the little boy in his arms and said, “Now it seems that the hero has nothing to do with size.”

广告语；小，也一样拯救世界。

一位父亲告诉小男孩有关英雄的睡前故事。 孩子问他的父亲，’爸爸，我会成为英雄吗？ “爸爸亲吻他的额头说‘当你长大后，你会成为英雄。 晚安’。 第二天早上，孩子爬过窗户，向窗外看去。 由于天气太污染，街上的垃圾正在飞行，路人的都把自己包裹起来，露在外面的眼睛，可以看出表情很沉重。 这个男孩决心挽救被弄脏的世界，男孩想起来平时母亲用来清理的吸尘器，于是男孩把门后的吸尘器拿在手上，打开门走了出去。小男孩打开吸尘器的开关， 突然之间刮起一阵大风，垃圾和雾霾都被吸进了吸尘器里， 太阳光刺的小男孩不能睁开眼睛。 人们脱下口罩，笑了起来。 打开门出来的父亲，把小男孩抱在怀里。并且说道‘现在看来，英雄和大小无关’。

Samsung Washing machine’s Ad CR in China 1

Advertising slogan；Bare world

A hairless man sat on the couch and played with a baby without hair. A woman without hair cooks in the kitchen with a happy smile on her face. Next to a hairless dog lying on the ground. On the windowsill lies a hairless pet cat. Then freeze the screen and ask questions. “Where did their hair and animal hair go?” Then the screen toggles, the vacuum cleaner on the screen and they say in a cute voice, ‘All here’.（여기 있지롱）

广告语；光秃秃的世界

一个没有头发的男人坐在沙发上和一个没有头发的婴儿一起玩耍。 一个没有头发的女人在厨房里做饭，脸上露出幸福的笑容。 一只无毛的狗躺在。 窗台上，一只无毛宠物猫。 然后冻结画面并提出问题。 “他们的头发和动物毛都去了哪里？”然后屏幕切换，屏幕显示吸尘器，并用可爱的配音说‘全都在这里’。

The Influence of TV Ads on Consumer Culture

Consumer culture definition

Consumer culture is the synthesis of all kinds of consumer-related factors created by mankind. The part of culture that affects human consumption behavior, or the specific form of culture in the consumer sphere, can be called a consumer culture. The consumer culture includes three levels, the surface, it can also be said to be the material layer, including various material products and services. The core level, which is also the conceptual level, is the guiding ideology of consumption, the orientation of consumer values, basic values, the pursuit of consumer goals, and moral concepts. The link layer is also at the institutional level, including the consumption environment, the organizational structure of consumption, the specific ways of consumption, and the normative power of consumer behavior. In summary, consumer culture includes three basic levels; consumer goods, consumer attitudes, and consumption patterns.

The consumer culture is a combination of all kinds of consumer-related factors created by mankind. The part of culture that affects human consumption behavior, or the specific form of culture in the consumer sphere, can be called a consumer culture. The consumer culture includes three basic levels; consumer goods, consumer attitudes, and consumption patterns.

Consumer goods are consumer culture. At the material level, there are many kinds of consumer goods in real life, and the classification perspectives are also different. Consumer goods are mainly divided into two types in TV commercials; physical products and services. The proportion of TV advertisements related to material products is relatively large. From ordinary consumer goods to high-value durable consumer goods, it involves eating, wearing, using, and transportation. Labor service advertisements provide more intangible services such as banking, insurance, travel, communication, admissions, vehicle rental, home appliance repair, technology transfer, etc. TV advertisements, compared to tangible material products, the main display Is the quality of service.

The concept of consumption is the guiding ideology and attitude of people regarding their disposable income, and the orientation of the pursuit of the value of the commodity. It is the overall understanding of the consumer, consumer behavior, consumption process, and consumption trend when the consumer is performing or preparing to engage in consumer activities. Evaluation and value judgments. The formation and change of consumer attitudes are compatible with the development level of certain social productive forces.

The consumption pattern refers to the combination of consumers and consumer materials under certain social and economic conditions. That is, what is the identity of consumers, what form they take, what environment, and what methods are used to consume data to meet their needs and consumption? Ways are an important part of lifestyle and an important part of consumer culture. Specifically, consumption patterns include the consumption environment, consumption methods, and consumption behavior norms. The consumption environment is the specific location where consumption activities take place. The first is the places where consumer goods are sold, such as restaurants, shopping malls, supermarkets, and specialty stores. The first is the place where consumers use the product, such as home and outdoor. The latter is more extensive.

The rapid development of television advertising has influenced and changed consumer culture from the material, conceptual, and institutional levels. On the one hand, TV commercials continue to enrich the connotation of consumer culture. For example, the effective transmission of consumer information has enriched people’s choice of consumer goods and nurtured correct consumption values. On the other hand, the loss of authenticity and exaggeration in the contents of some television advertisements has caused the asymmetry between consumer advertising information and the actual situation. This has not only led to the spread of false information, but also interfered with the actual judgments of consumers and was not conducive to correct and scientific. The formation of consumer attitudes and methods ultimately harms the vital interests of consumers.

Chinese Consumers’ Luxury Consumption Psychology

Chinese Consumers’ Luxury Consumption Psychology

From the perspective of rapid global economic development, rich culture is becoming a mainstream culture, And “luxury” is the adjective that best represents culture. Pursuit of fashion image, Showing personality and developing self is gradually becoming the desire and demand of a new generation of consumers. Since China’s reform and opening up, Accompanied by the rapid development of China’s economy and the rapid integration of the East and West economies. In the past, luxury goods were used as aristocratic products, far from the public’s perspective, but now it is rapidly penetrating the Chinese market. And become the object that many consumers accept and pursue. In the past two years, under the background of shrinking sales of luxury goods in Europe and America, Chinese consumers’ high consumption enthusiasm and strong spending power have been impressive. China’s rapid economic growth will become the most potential consumer of luxury goods.

Consumer demand is the basis for the value of luxury brands. According to Maslow’s hierarchy of needs, There is always some need for mankind to be satisfied. Once a need is met, it will no longer act as an incentive, so another need arises that needs to be met. Maslow thinks, The needs of human beings come in hierarchical form. From the top to the bottom, they are the physiological needs，Safety needs, Social needs, The need for respect and the need for self-realization, After meeting the needs of the upper level, it will start looking forward to the next level of demand. Same. In consumers, this feature is also reflected in the process of purchasing the product. And with the continuous development of social economy and cultural economy, the low-level needs of consumers have been or have basically been met with varying degrees of satisfaction. They now have higher levels of demand, and they have a certain level of ability to meet higher levels of demand. The existence of luxury brands allows consumers to meet the higher needs.

Based on a comparative analysis of the different self-concepts formed by the Eastern and Western consumers due to their different cultural backgrounds, Zhu XiaoHui （1）proposed an integrated response to China’s traditional Confucian culture through qualitative interviews with consumers and exploratory quantitative research. Modified model of luxury consumer interest.

 

Chinese consumers’ luxury consumption motivation	Social consumer motivation; Show off, Obey the public, Social, Identity symbol
	Personal consumption motivation; exquisite quality, self-enjoyment, self-gift

According to news content, in China, the focus of buying luxury goods is the brand value of luxury goods, rather than the value of the goods themselves. From the point of view of consumer psychology, most Chinese consumers purchase luxury goods in order to let others understand his value and use luxury goods to communicate with each other. Comparing and proving their wealth and social status is a major factor.

Although China is a big consumer of luxury goods, but for Chinese companies, how to run luxury goods companies, how to design products, how to determine the target customers, what the customer’s psychological needs are, and a series of problems, in China’s inexperienced operators In front of it is a difficult problem.

 

 

 

 

 

References

 

• Zhu XiaoHui. An Empirical Study on Chinese Consumers’ Motivation of Luxury Goods Consumption. Business Economics and Management, 2006.
• http://www.chinanews.com/life/2011/12-20/3545801.shtml