Culture space & place 中国广告行业的发展与前景解析
Analysis of the development and prospects of China's advertising industry
第一章 前言（introduction）
什么是广告，略。
2．中国广告的现状
众所周知，广告被称为一国经济发展的晴雨表，二者之间具有极其紧密的联动关系，随着1979年改革开放以来，中国经济快速稳定增长，广告业以一个新的产业在中国大陆迅速发展起来，到2003年中国广告年英语翻译论文营业额达到1078亿元，广告经营单位10万户，广告从业人员87万人。中国广告业以近40％的平均年增长速度，成为全球广告业增长最快的广告市场一（DATA from http://www.people.com.cn/GB/14677/21966/36358/2774892.html）。但相对于西方成熟的广告行业，中国的广告业还处于发展的初级阶段，广告作品缺乏创意，广告的表现手法传统、罗嗦、复杂、趋同性太强，缺乏原创，没有震撼力，广告的商业性与艺术性的结合做的不够好，很多广告都给人似曾相识的感觉，与西方发达国家的广告行业还有很大的差距。尤为突出的是中国广告创意的缺乏，广告创意给人印象最深刻的是作品的原创性，优秀的广告创意是国际语言，能在第一时间与受众进行沟通，产生共鸣。国外优秀广告有许多值得我们学习与借鉴的地方，西方广告更以幽默、夸张、简洁、含蓄的创意风格见长。
2. Status of China's advertising industry
As we all know, the advertising has been described as a barometer of a country's economic development. And there is a very close linkage between the advertising and the country’s economic development. With the reform and opening up in 1979, China's economic grows rapidly and stably. The advertising industry as a new one in China has developed rapidly. The adverting annual turnover /reach RMB 107.8 billion yuan, and there are 100,000 households advertising agencies with 870,000 practitioners in Advertising till 2003. The annual growth rate of China's advertising industry is nearly 40%, and it has become one of the fastest growing advertising markets in the world (DATA from http://www.people.com.cn/GB/14677/21966/36358/2774892.html). But compared to the Western mature advertising industry, China’s advertising industry is still in its initial development stage. The ad works are lack of originality, and the performance is traditional, lengthy, complex and strongly similar without shock power. The combination of commercial and artistic is not done well enough and a lot of advertising give people familiar feelings. So that there is still a very big gap between China’s advertising industry and western. China's advertising is particularly conspicuous lack of creativity. Advertising creativity is the most impressive of originality, and excellent ad creativity is an international language and it can communicate with the audience at the very first time with resonance. There are many things to learn for us from abroad advertising including its originality style of humor, exaggeration, simple and subtle.
3．我的观点:中国广告业的发展与走向
近年来，中国广告的质量在逐步提高，广告创意性与以往相比有了很大的进步，但在这之中也有很多弊端存在，例如对国外广告创意模式的刻意学习与模仿，从而忽略了许多中国最宝贵的文化传统与底蕴，中国的广告在逐步走向国际化，与世界接轨。许多优秀的国际广告公司及其广告风格进入中国并影响着中国的下一代主要消费群体，中国传统文化在消费者心中的地位渐渐被遗忘和没落。中国文化的影响力广告行业中将逐渐丢失，并被西方文化所取代，中国广告将走向一条没有特色的国际化道路。
3. Our viewpoint: China's advertising industry's development and direction
Although china’s advertising quality has been gradually improved and the level of advertising originality has been greatly promoted than before in recent years, there are still many abuses, for example, we simply learn and imitate western advertising originality while ignore many China’s most precious cultural and traditional inside information. China's advertising is gradually becoming internationalized, and meeting the world. Many excellent international advertising companies and their styles come to China to influence Chinese next generation who are the main consumer group, while China’s traditional culture are gradually forgotten by the consumers and comes down. Chinese culture will gradually lost influence on advertising industry, and replaced by Western culture so that it will move toward an international road without characteristics.
第二章 文化与广告的关系 (the relation between culture and advertising)
Chapter 2 the relationship between culture and advertising
中国传统文化以及当代中国人的大众观念
中国传统文化作为一个广义的概念可以包括思想和行为两个层面，在思想上主要指在儒、释、道思想（其中以儒家思想为主流）的影响下，在国人中形成的相对稳定的宇宙观、人生观、道德观和价值取向，体现为“天人合一”、“礼之用，和为贵”、“忠”、“孝”、“仁”、“义”等中国人特别注重的人文精神和社会心理，往往对广告创意有深刻影响。
Chinese traditional culture and Chinese concept of the contemporary public
Chinese traditional culture as a broad concept could include two levels of thinking and behavior. The thinking mainly refers that under the influence of the ideology of Confucianism, explanation and Taoism (Confucianism thinking is of the mainstream), the countrymen form a relative stable concept of universe, life, ethics and values, embodied of “unity of man and nature", "Lai used to be cherished”, "loyalty" and "filial piety" and "benevolence", "justice" and so on. All these humanities and social psychology sometimes profoundly influence advertising originality.
中国历来有着含蓄传统美德，从历代的诗文中我们可以看出，中国的抒情诗多以含蓄为美，很少直接表情达意，总是借助于一定的意象去寄托感情，或借景抒情，或托物言志，受这种文化环境的熏陶，人们形成了以“犹抱琵琶半遮面”、以“只可意会，不可言传”为美的思想观念。
China has always reserved the traditional implicit virtues. We can see from ancient poems that most lyrics are beautiful in implicit artistic conception, and rarely directly express the artist. And the poets always express their sensation by describing the imagery and the scenery, or by material expression. Influenced by this culture environment, the people form a concept that "Partly-veiled" and "can only be understood, unspeakable" are the most beautiful.
这种文化的熏陶之下，中国人普遍形成了重感情、讲仁爱的性格，同时这种性格往往用含蓄的方式表达出来才能为人所接受。所以中国的很多广告讲究以情动人，讲究表达方式上的含蓄性，产生了很多以亲情和爱情为创意主题 的优秀作品，这正适应了中国人的文化心理需求。
Influenced by this culture environment, the people form personality of focusing on feelings and paying more attention to kindheartedness which could be accepted by others if be expressed by an implicit way. So many advertising pay more attention to touch people by passion, and to express things by implicit way so that many excellent works made family and love as originality theme are produced, which meets the cultural psychology requirements of Chinese people.
广告和文化的关系与影响
广告在我们的生活中无处不在，几乎任何有形的物体上都刊登了广告，几乎每一个时刻都被广告占据了，不管承不承认，它已经成为一种文化，从精神意义上就是《美国的广告》中说的“广告崇拜”。《美国的广告》中提到广告的影响之大，用了一种说法“美国文化漂浮在广告的海洋之中了”。
The relation between advertising and culture and their influence
Advertising is in everywhere of our lives, and it has been published on almost every visible objects and has occupied almost every time. No matter admit it or not, advertising has become a kind of culture, which is “advertising worship” called in “American Advertising” from the spiritual sense. It describes the great influence of the advertising as “American culture is floating in a sea of advertising” in “American Advertising”.
广告与文化是一种相辅相成的关系，商业广告既是一种促销工具，也是一种社会文化现象，具有文化的特征和功能。广告文化不断地渗透，不但影响受众的文化心理，改变受众的文化观念、价值取向，示范、引导受众变革生活方式，而且推动文化的变迁，促进文化的交流与整合。今天，商业广告已经成为一种重要的文化传播渠道。广告文化既可在社会精神文明建设中发挥积极的作用，也能对受众产生不良影响。
It is a supplemental relationship between advertising and culture. Business advertising is a kind of sales promotion tool as well as a kind of social and cultural phenomenon with cultural characteristics and functions. The advertising culture constantly infiltrate so that it not only influence the audience’s cultural psychology, change their cultural concept and value orientation and introduce them to change life style, but also promote cultural vicissitude and accelerate the cultures to communicate and conform with each other. Nowadays, business advertising has become an important culture spread channel. Advertising culture can play an active role in building social spiritual civilization, but also have a negative impact on the audiences.
第三章 中国的变化
Chapter 3 Changes in China
背景
改革开放
改革开放是中国共产党于1978年召开的中国共产党十一届三中全会上提出的一条战略决策，是中华人民共和国成立以来第一个对外开放的基本国策，这个决策的成效之一便是改变了中国长期以来对外封闭的情况，令中国大陆向世界开放，同时大幅度提高了国内人民的生活水平，改善了国际上的形象，使中国大陆进入了经济高速发展时期。-Wikipedia
Background
Reform and opening up
Reform and opening up is a strategic decision policy put forward by Communist Party of China at the Third Plenary Session of the 11th CPC Central Committee held in 1978. It is the first basic national policy of opening up since the found of the People's Republic of China, one effect of this policy is that it has changed the long-time close situation and has made Chinese Mainland open to the world, while it has substantially increased the standard of living of the people and improved its international image, and also made the mainland enter a period of rapid economic growth. -Wikipedia
改革开放为中国所带来的，超出了1978年几乎每一位政治家的预想。从1978年至2000年，中华人民共和国由一个尚有4亿余人生活在温饱线下，与世隔绝的国家，变成了一个经济繁荣，有著活跃市场的强大经济体，并减少了当时世界近1/5的贫困人口。中国也在迈向工业化的道路上飞速前进，成为新的世界工厂。
The achievement brought by reform and opening up is beyond the expectation of almost every politician’s genius in 1978. From 1978 to 2000, the People’s Republic of China has changed into a /powerful economic body with prosperous economy and dynamic market along with a reduction of 20% poverty people of the world, from a country which is isolated from the word with 400 million people living under the food and clothing line. China is also advancing rapidly on the road toward industrialization, and has become a new factory of the world.
经济的发展必然带来消费观念的变革， 改革开放之前，新中国是一个经济保守发展缓慢国家，那时国民处于一个信息封闭的生活环境下，由于当时中国经济发展落后的，消费产品的生产能力不足，形成市场的供不应求状态，在当时那个年代中国的消费品以分配式主要销售模式，广告在中国几乎处于真空状态。改革开放后的20年间，中国经济飞速发展，国民生活水平与以往相比大幅提高，国外知名品牌相继进入中国市场，给中国人的生活方式和消费观念带来了巨大变革。
中国消费者消费观念的变化
经济消费主体-40-50岁
50到60年代出生一代人，有着明显的历史烙印。这一代人，可以说是中国从动乱年代，到打倒“四人帮”拨乱反正，至改革开放经济腾飞的见证人。在他们的身上，有着革命者的信念、中国式的朴素却又张扬的人格特点、对待工作生活求实负责的态度，可以说，60年代出生的一代是现在中国社会阶层中最重要的基础力量，也是经济消费的主体。
50年代生人这一代人生于新中国成立初期，由于当时的教育环境十分落后，大多缺乏较高的文化素养，成长的教育和生活环境使得这一代人思想当对于保守，心里上不容易接受新观念和新事物，受中国传统文化影响较深，他们的消费观念属于保守稳定的方式，储蓄成为这代人中最普遍的理财模式。
中国下一代经济消费主体20-25岁
上世纪80年代出生、目前年龄在17至25岁之间的年轻一代被称为“80后”，总数有2亿多人。他们在未来几年将成为中国消费市场的中坚力量。他们可以说是见证了中国改革发展的一代，他们的其成长背景与上一代人明显不同。
教育环境
８０后”是在计划生育国策下伴随着市场经济生长的第一代独生子女群体。在家中，他们是父母唯一的宝贝；一出生，他们就赶上了改革开放，物质、经济、文化生活日益丰富的好时机。他们中的大多数人享受了相对而言最多的教育，上大学，出国留学这些对于上代人可望而不可及的事物在这带人相当很普遍。相对开放的教育环境使得他们思想新锐，思维多元，行为开放，个性张扬，追逐时尚。随着英语在中国的地位越来越重要，这代人从小就接受基础英文教育，与上代相比，他们更容易接受西方外来文化和生活方式。
媒体环境
改革开放以来，国外的企业带着他们的产品和广告大批进入中国，这代人的生活中充斥着来自各种媒体的国外品牌广告，90年代后互联网时代的到来使得他们从网络上更多的了解世界最新潮流，学习国外的先进文化和生活方式。可见在这一代人身上，东西方的文化差异会变得越来越小。
生活方式
随着中国对外开放和经济的发展，越来越多的国际知名企业相继把中国市场作为主要战略目标之一，这代人从小就生活在西方事物环绕的环境下，吃麦当劳，喝可乐，穿耐克，听IPOD，成为这代人的全新生活方式，相对于上一代，中国传统文化在他们心中显得过时与守旧，他们经常去星巴克喝咖啡，去必胜客吃批萨，却很少去中国传统的茶社喝茶，中国餐馆吃饭。原属于西方的圣诞节和情人节在中国变的越来越受欢迎，圣诞节上万人聚集狂欢的情形随处可见，在有的大型城市，圣诞节的受欢迎程度甚至超过了中国传统春节。有调查表明：中国的独生子女一代既是中国的一个特色产物，又是一个与世界各国同龄人几乎有着相同观念的群体。因为他们成长在冷战结束以后，全球消费新潮与消费文化基本趋向大同的年代。2004年奥美广告公司对中国沿海部分大城市的独生子女一代的调查表明：中国独生子女的消费观念具有明显的全球化倾向就证明了这一点。
消费观念
80后一代从小就习惯于影视语言和网络语言，对时尚广告反应迅速。他们不像上一辈人有太多传统文化的记忆和历史负累。他们消费欲望强烈，“我喜欢，所以我消费”、“花明天的钱，圆今天的梦”的消费理念与行为引领了市场新潮流。
第四章，总结
放眼中国未来的广告市场
英语翻译论文几年以后，80后一代将取代现有中国主要消费群体成为中国市场消费主体，由于80后一代喜欢多变、刺激、新颖的生活方式，他们对商品的忠诚度一般不高。广告策划特别是广告创意一定要注意新颖独到，广告宣传要做到有时代感和渲染力强。他们对新品牌很快会厌倦而转向其它品牌，所以要不断地变换产品包装和广告形式，以保持品牌的活力。中国的传统文化在这带人眼中大多被认为保守陈旧，他们的生活方式更趋向于西方化，国际化。广告主为了迎合新消费群体的消费观念，势必会改变广告模式，综上所述，中国文化的影响力广告行业中将逐渐丢失，中国广告的文化特色将逐步消失并走向国际化。