Luxury Advertising in China

Abstract

This thesis is an analysis of how advertising developed in China over the centuries, with a particular focus on the advertising of Western luxury brands, from those who succeeded in conquering the Chinese market, to those who, on the contrary, were not able to understand the spirit of Chinese consumers and due to a series of mistakes and misunderstands, failed in entering successfully the Chinese market. The first chapter is about the birth and development of advertising in China. The first traces of advertising in China trace back to a very ancient time in the forms of tribal totems from the dynasties Xia and Shang. However, the evolution of advertising in China can be divided into three distinct periods; the first one concerns it until the first World War; the second period corresponds with the moment of state sponsored-propaganda. The third period coincides with the Open-Door policy started in 1978 when Deng Xiao Ping took over the power. This period was characterized by the process of modernization of the whole country, meaning that the advertising sector also followed a path of growth in modernity. The second chapter starts with highlighting some differences, social and cultural, among Western countries and China. These differences are fundamental to be fully understood for any Western brand that desire to enter the Chinese market. When it comes to advertising then, there is the important role of translation that needs to be analysed because, as being a communicative translation, it is the connection between the products advertized and the target consumers. Translation strategies are important, and sometimes the key element of success for and advertising campaign, as well as being deeply connected to marketing strategies. This chapter also highlights some translation mistakes of international brands that were obviously affected by them in terms of reputation as well as purchases. Additionally, it provides an overview of what Western brands can learn from China, without losing their identity but simply by building and shaping their strategies taking into consideration Chinese culture and tradition. The third chapter is about brands who succeeded in conquering the Chinese market with their advertising and marketing strategies. However, despite their success, the path of these brands in China was not free of mistakes, that are going to be explained. The common denominator among these misunderstandings was a lack of attention and cultural sensitivity that catch the attention of the clients. The chapter ends with the description of six possible ways that WeChat can be used, from the basic functions of messaging and interactions, to more specific ones like advertising, philanthropy, direct interactions between brands and consumers. On the other hand, the fourth chapter is about brands that committed massive mistakes in China and still today, they are struggling to find a way back in the Chinese market.