An Advertisement Campaign in the Background of International Environment
I. Introduction
BMW (Bavarian Motor Works) is a German automobile, motorcycle and engine manufacturing company founded in 1917. It is an international famous brand which received a profit of 4.881 billion euro in 2011 and has its overseas subsidiaries in seven countries including China (When was BMW founded n.d.).
As an international company, BMW invests large amount of capitals on advertisements all over the world. This raises a problem of how to handle appropriately the regional differences in the background of international advertisement strategy. To research this topic, an advertisement of BMW in China will be analyzed in this report. Besides that, reasonable assumptions of its editions in Japan and Denmark will be put forward on the base of two aspects. One is the differential consumer demands; the other one is cultural difference.
II. Analysis and Prediction 1. Description and analysis of the chosen advertisement 2.1 BMW X3
BMW X3 is a model of City SUV produced by BMW AG. It was launched to the Chinese market since 2004. In 2011, the new X3 at a price range from 339,000 yuan to 426,600 yuan (BMW X3 shopping guide n.d.) was showed to the public. ‘In China’, said the vice president of BMW China, ‘the customer orientation of X3 is middle class and middle-aged people. Especially those 30 to 50 age couples who are both high educated and have good prospects of developments in their careers (Chen 2008).
2.2 Analysis of the advertisement
This advertisement mainly expresses the association between “stop” and “move” with the concept of Chinese Taiji. The advertising discourse is an ancient Chinese prose with the meaning of “Though it’s quiet, it’s moving. It can stop without any noise.”
Its content is emphasized on its engine and brake performance. This accurately fitted to the central concept of X3, which is maneuverable and dynamic. Although it is not a narrative advertisement, the fancy-dressed successful man, ancient Chinese
BMW (Bavarian Motor Works) is a German automobile, motorcycle and engine manufacturing company founded in 1917. It is an international famous brand which received a profit of 4.881 billion euro in 2011 and has its overseas subsidiaries in seven countries including China (When was BMW founded n.d.).
As an international company, BMW invests large amount of capitals on advertisements all over the world. This raises a problem of how to handle appropriately the regional differences in the background of international advertisement strategy. To research this topic, an advertisement of BMW in China will be analyzed in this report. Besides that, reasonable assumptions of its editions in Japan and Denmark will be put forward on the base of two aspects. One is the differential consumer demands; the other one is cultural difference.
II. Analysis and Prediction 1. Description and analysis of the chosen advertisement 2.1 BMW X3
BMW X3 is a model of City SUV produced by BMW AG. It was launched to the Chinese market since 2004. In 2011, the new X3 at a price range from 339,000 yuan to 426,600 yuan (BMW X3 shopping guide n.d.) was showed to the public. ‘In China’, said the vice president of BMW China, ‘the customer orientation of X3 is middle class and middle-aged people. Especially those 30 to 50 age couples who are both high educated and have good prospects of developments in their careers (Chen 2008).
2.2 Analysis of the advertisement
This advertisement mainly expresses the association between “stop” and “move” with the concept of Chinese Taiji. The advertising discourse is an ancient Chinese prose with the meaning of “Though it’s quiet, it’s moving. It can stop without any noise.”
Its content is emphasized on its engine and brake performance. This accurately fitted to the central concept of X3, which is maneuverable and dynamic. Although it is not a narrative advertisement, the fancy-dressed successful man, ancient Chinese
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