Based on the review of literature above, this work is aiming at finding how Toyota used advertising strategies to build images in two different countries—UK and China. We might have the assumption, on the basis of the fact of different social background and culture, that means which Toyota chose in image-building could be different in those two countries.
留學(xué)生dissertation網(wǎng)What are going to be explored areas follow. First, if there is difference on entertaining of advertising of Toyota in those two countries. There might be same kinds of metaphor use, however, on the basis of the arguments mentioned above advertising in UK is declined to be more humorous than in China while it is going to be more persuasive of advertisements in Chin. This could be our first hypothesis. Second, if there are different uses in providing information—meaningful or informational—in advertising campaigns of Toyota. Put it in another word, we can find out whether there are different focuses on information provided in the advertisements of Toyota that are going to persuade consumer to buy or at least be attracted and generate interest in their cars. Third, how does Toyota use verbal and visual elements to form its advertising campaigns in China and UK? Are there any difference like advertising of Toyota in China is more likely to put the point of sale in word—like a brief but powerful slogan, but there is more possibility for advertising in UK to express the attractiveness of the product and the advertisement itself in picture, or in fact the situation is right opposite. We can see the results after analysing. And, the last on—does Toyota use comparison as an advertising strategy to outline the unique of its products? No matter it is from the aspect of car quality and function or sense of taste and evidence of social class. Through this question, we can measure that whether Toyota has focus on the short-term effect of their products under the arguments of John Philip Jones mentioned earlier before.
Analysing samples would be chosen from magazines. There are reasons why this work chooses to focus on magazine advertising. Compared to magazine advertising, Television advertising is more dynamic and visually attractive to some extent, however it is hard to measure as advertisements may have differentiated time length and, at the same time, even though measures are given it still hard for 留學(xué)生寫作指導(dǎo)us to give judgments and commends if we are not totally focus on them. As to advertising on newspapers, the scale of the advertisements are hardly the same and the colour of them are almost black and white, which brings difficulty on fair comparison and makes themselves less attractive than colourful advertisements on magazines. And the last one, internet advertising—still, it has the same problem with newspaper advertising that the advertising scales are different. What is more, despite the different time length of them (those click-to-video ones) and the different sizes of the click icons, the places of them on webs are different, which determines the different ability to attract the notice of viewers. To sum up, magazine advertising has not, or is less bothered by problems mentioned above. Most of the advertisements on magazines are in the same size—as large as two A4 papers; they are colourful as shows on TV, in addition, the still pictures can make viewers easier to focus on them and enjoy in them and then give commends. Therefore, magazine advertising becomes the target of the work for analysis.#p#分頁標題#e#
To be specific, it is going to choose four kinds of magazines from China and UK in total—two from China called “The Lifeweek” (“San Lian Sheng Huo Zhou Kan” in Chinese) and “Phoenix Weekly” (“Feng Huang Zhou Kan” in Chinese ), and two from UK named “GQ” and “The Economists”. Those four magazines all have high repute in their original country; they have covered both male and female; and “The Lifeweek” and “GQ” are more likely to fulfil the taste of normal people while “Phoenix Weekly” and “The Economists” are more likely to satisfy the needs of businessmen, or we can say middle to high class people on society—that’s why these four are selected to be the magazines where the analysing samples come from.
The amount of the sample to be analysed is ten, five from China and five from UK. As it is said this work is focusing on advertising campaigns of Toyota, then it will ignore the specific types of cars of which advertisements are chosen for research.
To conquer the difference on culture and avoid the subject bias of the author in measuring samples, ten people—half Chinese half British—are asked to be the evaluators of the samples. They are going to be shown the ten advertising samples and give scores depending on what they feel. The measures are humour, information, visual or verbal, and unique. As to humour, it is going to exam whether the advertisements are humorous and entertaining. As to information, it is going to find if the importance those advertisements promote is the products themselves, for instance the function and performance, or is something like surplus value they will bring, like to prove your social class or taste. As to visual or verbal, it is aiming at asking evaluators what portions they think the advertisements contains on visual and verbal content, moreover they think the advertisement are more likely to persuade consumer to buy their products on attracts of picture or word in illuminating. As to unique, evaluators are going to mark the advertisements on how much they think the advertisements contains the content of comparison with others, of course comparison between Toyota’s products and their competitors. On each measure, a 1-5 score is asked to give within. Here, 1 means “not at all” and 5 means “definitely”. Obviously the extent of how evaluators feel about each measure is the key factor on determining the final http://www.400190.com/Thesis_Tips/performance of the sample advertisements.
After data collection, a SPSS analysis is going to be conducted. Through comparison of means of the score each measure achieves different points on advertising can be find out.