Improving China's Image Through Advertisement

Every day, companies present the people with advertisements everywhere they go. Advertisements have become very prevalent in today’s society nowadays focusing in on a negative connotation. Advertisement has become an effective way for producers to display their new products. In present day, they come in forms of billboards, flyers, e-mails, and even text messages. It is widely known that companies create advertisements to persuade people to buy specific products or goods; however, it is not widely known that advertisements can make a negative impact on today’s society. The companies manipulate people’s mind and emotions, swaying people by new promotions and therefore generating a strong desire to fit into the society, that causes them to make inessential expenditures. Advertisements pose a critical impact on the American culture.

For the longest time now, advertising has played a huge role in how we identify ourselves in the United States with the American culture, and how others identify themselves with all the cultures of the rest of the world as well. It guides us in making everyday decisions, such as what items we definitely need to invest our money on, how to dress in-vogue, and what mindset we should have to prosper the most. Although advertising does help make life easier for most, at the same time it has negative affects on the people of society as well. Advertisement discreetly manipulates the beliefs, morals, and values of our culture, and it does so in a way that most of the time we don’t even realize it’s happened. In order to reach our main goal of

The average United States Citizen views about 5000 advertisements a day (Johnson). Advertising is everywhere. Billboards on the way to work, ads on the internet, and paper products such as magazines or newspapers display a sale or a promotion of a good or service. Usually, the ad will give a brand or company name, and uses the product’s merits to draw the consumer closer. This has grown exponentially as advertisements in media in 1970 were estimated to be 500 a day, a ten percent increase in the last 48 years. (Johnson). This is due to the rise of technology, as the computer has become a household gadget within the new millenium. These advertisements are meant to give a synopsis of the product or service’s purpose, quality, and efficiency. If a consumer views 5000 advertisements in a single day and assuming the commercials do not repeat, 5000 goods or services are introduced. With more options to choose from in such little time, the consumer has a harder time differentiating the quality and perhaps necessity of the product. The marketers rely on the quick, impulsive decision making of consumers. With the misleading nature of many infomercials or radio broadcasts, the people of American society are bombarded with constant propaganda, thus making seemingly harmless promotions more potent to filling industries’ pockets and lessening the common population’s

Perhaps, the powerful storyline of the Crouching Tiger, Hidden Dragon was what encouraged one of the greatest cinematic martial arts directors Ang Lee, to make a film out of the Chinese novel. In this film, Lee’s primary function is not only to portray skillfully choreographed fighting scenes, but also to connect powerful sequences of events that touches upon the emotional complex human condition that is associated with both the Taoist and Buddhist belief systems. By not allowing action to be the sole guiding force of the narrative of Crouching

Throughout history, advertising has played a significant role in consumerism, politics, and much more. By the 1920’s it had developed into a major aspect of daily life for Americans, determining everything from their hygiene habits to their meals. Despite this having been almost one-hundred years ago, there are many similarities, but also many differences in the advertising industry today.

Advertising in a mass consumer society such as America is a very competitive industry. Advertising companies continually come up with new and more creative techniques of increasing sale. Advertising companies decide which group of people would be more attracted to a specific product and link that product to the feelings of excitement and anxiety of the targeted customers. The ads are carefully crafted bundles of images, frequently designed to associate the product with feelings of pleasure stemming from deep-seated fantasies and anxieties (Craig 197). For example, usually advertisements of beer and cars demonstrate masculine men, loners and free of

The purpose for advertising is so anyone can sell, promote or awareness for a certain product. This Hungry Jacks advertisement makes people buy their low price food by making a print advertisement. Mc Donald’s uses a digital advertisement to try to sell the message of Mc Donald’s food by its 100% Australian and it’s all healthy. This advertisement shows the food and drinks of Hungry Jack with words describing that if you come to hungry jacks you can buy one whooper and get other one free every Tuesdays and everyday you can get $1 frozen cokes. Mc Donald’s show the purpose of this ad by using images of 100% Australian beef Pattie that looks perfect and using words like brand new and only $4.95. Hungry Jacks advertisement has sold the product

They have provided a culture that provides awareness of the health benefits of doing yoga in daily life.

Financial Fast Food Fast food is the ever-lasting idea that eliminates the time consuming activity of cooking or grocery shopping, but isn’t the best choice in consumption. In an advertisement by Burger King, they show two of their representing burgers with the huge print of two for the price of five dollars. This advertisement becomes a logos-oriented as it appeals to the general public who can’t afford to waste time on cooking or driving to a supermarket to buy groceries. This ad also shows a bit of ethos as it just offers the name of the burgers which would lead the public to the company’s name through memory. Fast food is shown to be cheap for the general public to appeal to the working people or the people who can’t afford buying ingredients.

Crouching Tiger, Hidden Dragon (2000), by Ang Lee tell a story of some of the most magical warriors that lived during the Qing Dynasty, in Qing China.

Bruce Lee’s appearance breaks the traditional western impression delicate oriental image, and kung fu movies in the West suddenly pop up. It can be said today, Bruce Lee still represented Chinese kung fu in American minds. For a long time, several Hollywood male stars are all based on Chinese martial arts action as a personal label. such as Jackie Chan, Jet Li, the action star Chow Yun Fat showing such a rigid cultural symbols.

Crouching Tiger and Hidden Dragon, one of the most successful and popular Chinese-language movie in the West directed by Ang Lee, was considered as an eastern film for the western audience and a western film for the east. “I didn’t see any tiger or dragon in Crouching Tiger, Hidden Dragon; then I get it – they all crouched and hid.” This joke provoked a wave of laughter during an award ceremony in the United States, but my response was a satiric sneer. This is because the phrase “crouching tiger, hidden dragon” in Chinese is an old idiom, which should rather be understood by its metaphorical meaning instead of interpreting it literally, as the joke teller did. The same joke created different reactions among audiences of different regions; similarly, the same film – Crouching Tiger, Hidden Dragon (Crouching Tiger) – received diverse responses in the United States and China. Compare to its huge popularity in the west, this movie did not strike such success in Chinese community especially mainland China, where the story takes place. In many mainstream movie communities like Mtime and Douban in China, Crouching Tiger does not rank even top 30 in overall film ratings. How does it happen? I think the director and his filming style is a really important clue for this question. And with the director’s unique filming style, Crouching Tiger succeeds internationally and differs itself from other martial arts genre and Hollywood action movie for

Ang Lee’s Crouching tiger Hidden Dragon is probably one of the most successful foreign films to ever be screened in America. Being the number one film of the year in 2000. On the other hand it was reportedly considered a flop in China. While it was influenced by American film styles, it still kept true to many aspects of its Chinese film heritage. With very apparent love story, it lacked the Extreme amount of Kung Fu fight scenes eastern audiences have come to enjoy. This is a stunning love story between a monk and widow. While it does have its share of over the top fight scenes, when you start to dig deeper the films many social implications become apparent. With ties to subjects such as religion, martial arts, philosophy, love, and even gender issues. This film is a representation of the modern era and how long practiced traditions are being challenged. Each character and plot line allows a glimpse into the Social and Traditional understanding of a culture.

For the average American, it seems as though food is the topic of choice for every advertisement being aired on television. McDonald’s, Taco Bell, Perdue Chicken, and Coca-Cola, are just a few of the numerous food organizations that market their products regularly to American television viewers. Food advertisements are to American society, as water is to fish, both entities seemingly cannot live without one another. In order to try an understand the effectiveness of food ads in America, I took the time to acutely examine eight food advertisements directed towards individuals over the age of eighteen. These were the titles of each of the advertisements, “First Draft Ever”, “Middle Seat”, “Quesolupa ‘Bigger Than’”, “Wiener Stampede”, “Success”,

Kentucky Fried Chicken (KFC) is a popular fast food chicken restaurant chain around the world. (Bell, Shelman, 2011) It is one of the subsidiary of Yum Brand. This company also operates the Pizza Hut and Taco Bell. (Yum! Brands, Inc, 2016) KFC was founded by Harland Sanders in 1952. (Bell, Shelman, 2011) Sanders was successful in creating the brand, even the logo of KFC brand is the portrait of him. He became a notable figure in American history thanks to his great contribution on creating KFC brand. Nowadays, KFC becomes more and more popular, the sales ranking of KFC was the 11th among the worldwide restaurant brands. (The QSR 50, 2015) The sales of KFC in 2014 was 4200 million dollars. (Details in Appendix 1) It means KFC has a large quantities of consumption needs. Actually, KFC has 14,577 restaurants around the world and 70% of them are located outside America (Yum Brand Annual Report, 2015). The restaurant profit was increased year by year from 2013 to 2015. (Details in Appendix 2) Therefore, it is potential to enlarge the customer base by analyzing consumer behaviors.