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Advertising Thinking: to Investigate the Use of “The Story” in Creative Advertising in the West and Analyse Its Possible Application in China

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Advertising Thinking: to Investigate the Use of “The Story” in Creative Advertising in the West and Analyse Its Possible Application in China University of Huddersfield Repository Zhao, Wei Advertising Thinking: To investigate the use of “the story” in creative advertising in the West and analyse its possible application in China Original Citation Zhao, Wei (2019) Advertising Thinking: To investigate the use of “the story” in creative advertising in the West and analyse its possible application in China. Doctoral thesis, University of Huddersfield. This version is available at http://eprints.hud.ac.uk/id/eprint/35177/ The University Repository is a digital collection of the research output of the University, available on Open Access. Copyright and Moral Rights for the items on this site are retained by the individual author and/or other copyright owners. Users may access full items free of charge; copies of full text items generally can be reproduced, displayed or performed and given to third parties in any format or medium for personal research or study, educational or not-for-profit purposes without prior permission or charge, provided: • The authors, title and full bibliographic details is credited in any copy; • A hyperlink and/or URL is included for the original metadata page; and • The content is not changed in any way. For more information, including our policy and submission procedure, please contact the Repository Team at: [email protected]. http://eprints.hud.ac.uk/ The University of Huddersfield School of Art, Design ＆ Architecture Advertising Thinking To investigate the use of “the story” in creative advertising in the West and analyse its possible application in China Supervisor: Professor Alex Coles Zhao Wei U1666408 1 Contents Declaration ....................................................................................................................................... 4 Acknowledgements .......................................................................................................................... 5 Abstract ............................................................................................................................................. 7 Introduction ...................................................................................................................................... 7 Background in China ..................................................................................................................... 9 The Current Situation in the West............................................................................................... 16 Chapter 1. Advertising Theory ....................................................................................................... 19 1.1: The development of advertising theory from 1950 ............................................................. 21 1.2: Advertising thinking ............................................................................................................. 24 1.3: Key concepts in advertising theory - narrative, hidden meaning, story and emotion ......... 26 1.3.1 Narrative......................................................................................................................... 26 1.3.2 Hidden Meaning ............................................................................................................. 30 1.3.3 Storytelling ..................................................................................................................... 36 1.3.4 Emotion .......................................................................................................................... 40 1.4: Conclusion: ........................................................................................................................... 46 Chapter 2: Case studies in the West .............................................................................................. 48 2.1: Introduce the background of Western advertising .............................................................. 48 2.2: Sainsbury’s advertising/ Christmas (2014) ........................................................................... 50 2.3: SANDY HOOK PROMISE “EVEN” (2016) USA ........................................................................ 54 2.4: Stay in school (Australia) 2014 ............................................................................................. 57 2.5: MICROSOFT OFFICE XP (2001) ............................................................................................. 62 2.6: Blackcurrant Tango ‘St George’ ............................................................................................ 67 2.7: Carling Black Label ‘dambusters’.......................................................................................... 73 2.8: Coca-Cola, “Pool Boy” .......................................................................................................... 82 2.9: Jose Cuervo “Last Days” ....................................................................................................... 90 2.10: Apple, “Earth (Shot on iPhone)” ........................................................................................ 98 2.11: Conclusion: ....................................................................................................................... 103 Chapter 3: Case studies in China .................................................................................................. 121 2 3.1: Introduce the background in China .................................................................................... 121 3.2: NaoBai jin Advertising ........................................................................................................ 131 3.3: Jay Chou’s endorsements for Sprite ................................................................................... 147 3.4: Chinese Sportswear Brand Li – Ning .................................................................................. 151 3.5: Chopsticks: Blissful Taste of Chinese Culture ..................................................................... 156 3.6: Dolce & Gabbana “Chinese Chopsticks” advertising .......................................................... 168 3.7: Conclusion: ......................................................................................................................... 172 Chapter 4: Conclusion .................................................................................................................. 182 4.1: Overview of the contents ................................................................................................... 182 4.2: Theorising the findings ....................................................................................................... 184 4.2.1: Utilising advertising thinking to reach a level of deep thinking .................................. 184 4.2.2: Advertising thinking can use key concepts to influence consumers’ responses. ........ 186 4.2.3: Inheriting traditional culture ....................................................................................... 189 4.2.4: Enhancing the aesthetic level ..................................................................................... 194 4.2.5: Improve the Advertising Management System ........................................................... 198 4.3: Contributions to the subject .............................................................................................. 200 4.3.1 Contribution to the theory ........................................................................................... 200 4.3.2 Contribution to practice ............................................................................................... 203 4.3.3 Contribution to Chinese advertising market ................................................................ 206 4.4 Limitations of the subject .................................................................................................... 209 4.5 Recommendations for future study .................................................................................... 210 4.6 Discussions .......................................................................................................................... 212 Reference: ..................................................................................................................................... 213 3 Declaration I hereby acknowledge and proclaim that my research project on “Advertising Thinking” that I submit for examination for the award of Doctor of Philosophy from the University of Huddersfield is composed by myself. The research of “Advertising Thinking” is truly my original work except of which specifically mentioned otherwise in the thesis and has not been presented and submitted for any degree/diploma or assessment or award at the University of Huddersfield or any other Institutions or University. 4 Acknowledgements First and foremost, I sincerely express my thankful appreciateion to my mentor, Professor Alex Coles, the respectful, supportive and incredible supervisor who offered me countless hours of his patience and precious time during my research. Without his mentorship on this research and these years toward my PhD thesis, the completion of dissertation will not be possible. From his inspirational and intellectual advice, I studied a lot about presenting research and exploring it and will remain forever grateful. I would like to express my genuine appreciation to Alex for all the invaluable suggestions, support and encouragement to me. Also, I would like to express my gratitude to my second Professor Yun for
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