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Социальная идентификация персонажей в телевизионной рекламе Китая . Social identity of characters in chinese tv commercials

Author

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  • Шабалина О. И.

    (Новосибирский государственный университет)

Abstract

Статья посвящена способам моделирования поведения персонажей в китайской рекламе. На основе контент-анализа телевизионных рекламных роликов Китая, России и США автор приходит к выводу о доминировании социальной идентификации в изображении рекламных персонажей. Данный способ изображения распространяется как на представителей целевой аудитории, так и на экспертов и знаменитостей, и не зависит от гендерного фактора. Исследование может быть полезно для российских компаний, выстраивающих коммуникации с потребителем на китайском рынке. The article is devoted to modes of designing characters’ behavior in Chinese advertising. The content analysis of Chinese, Russian, and American TV commercials allows claiming the dominance of social identity in depicting advertising characters. This mode of characters’ portrayal covers the target audience, experts and celebrities and does not depend on gender. The results of the research might be useful for Russian companies developing promotional campaigns for their products in Chinese markets.

Suggested Citation

  • Шабалина О. И., 2013. "Социальная идентификация персонажей в телевизионной рекламе Китая . Social identity of characters in chinese tv commercials ," Мир экономики и управления // Вестник НГУ. Cерия: Cоциально-экономические науки, Socionet;Новосибирский государственный университет, vol. 13(3), pages 114-125.
    • Handle: RePEc:scn:guhrje:2013_3_12
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