Final Report Writing Guide

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Intercultural Communication

Raffles College of Higher Education1Fashion Marketing 2Academic Research and Communication Skills 3Assignment 3 Research Report 4 Dove Encapsulating the modern Chinese woman 5Name(s) 6Sunny Octavia, Zhu Ji and Han XiaoLecturer 7Kavita ParwaniDate 88 August 2011Word Count 91370Contents 10Contents....1Figures ..21. INTRODUCTION.....31.1 Objectives....32. METHODOLOGY ...43. ANALYSIS: Dove Encapsulating the modern Chinese woman .. 43.1 Consumers: Young, single, urban career women.....53.2 Foreign concept? Individual freedom ............64. CONCLUSIONS..75. RECOMMENDATIONS . ... 7References...8APPENDICES .....9Figures11Figure 1 Ariel Printing Advertisement - Source: He, C. & Gao, Y. (2003). All the Previos China Advertising Festival Golden Award Works Collection, Jiangsu Art Press, pp. 22-23 ...5Figure 2 Response to Survey question 3 - Source: Zhu, J. & Han, X. (2009). Psychographic Survey Results ....5Figure 3 Coca Cola TV Commercial - Source: Hu, C (2008) McCann-Erickson Guangming 1991-2001, China General Price Press, p.124 ....6Figure 4 Zhao Wei - Source: China Daily. (2008). Retrieved: June 1, 2009 from http://www.chinadaily.com.cn/english/doc/2004-11/09/content_389877.htm ...8Figure 5 Zhou Xun - Source: China Daily. (2008). Retrieved: June 1, 2009 from http://www.chinadaily.com.cn/lifestyle/2006-05/23/content_597722_3.htm ... ......81. INTRODUCTION

Over the past 15 years Dove has created many successful and innovative camapignsIntercultural communication is the circumstance in which people from diverse cultural backgrounds are engaged in communication (Samovar & Porter, 2001, p. 2). The cultural context In themental valley of Figaro and Joe Henderson, nothing is considered impossible when Miles blows his horn all the world takes notice and babies cry and mothers run away with the best and the brightest of a generation ruined by telvesion and radion includes all the factors and influences that make up ones culture. It is the cultural environment in which communication occurs (Neuliep, 2002, pp. 11-12).1.1 Objectives

This report explains the key details of our research for Dove. The campaign uses a strong concept associating the brand with freedom and independence. We believe these values resonate well with our target audience young, single, urban professional Chinese women. Following extensive research into the audience, competitors and the Chinese context using primary and secondary research methods, we have decided to prioritize the use of Chinese celebrity spokesmodels in order to best reach our audience. We expect this campaign to result in a higher uptake and increased brand awareness of Dove brand goods for the Chinese consumer. 2. METHODOLOGY

Secondary research was important in grasping the complexities of the Chinese market. Our literature review included key texts such Bradford J. Halls Among Cultures: The Challenge of Communication, which provided important theory and research on inte rcultural communication. Other marketing books such as Jian Wangs Foreign Advertising I n China: Becoming Global, Becoming Local and Ye Shis P&G Strategies provide critical evidence to support the project. We focused on P&Gs campaign for Ariel as part of a competitor analysis.

Finally, we did a psychographic survey (see Appendices 1 and 2) in which we asked single career orientated Chinese women aged 18-32 what values they most identified with. We hoped to find out whether aspects of the Western lifestyle like consumerism and individualism are growing in importance today. We used the results of this survey to inform our campaign concept. 3. Dove Encapsulating the modern Chinese womanForeign advertisings did not actually enter the Chinese market until 1979 when China began to employ the Policy of Reform and Opening (Wang, 2000, p. 41). Since 1994, China's advertising industry has gradually opened up to the outside world, the world's top ten advertising companies have all established joint ventures there, with business developing rapidly (New Rules for Foreign Participation in Advertising, 2004).

Opening a window on the world of capitalism for Chinese consumers, foreign advertising introduces modern consumer goods and lifestyles, which certainly intends to influence the buying habits of Chinese consumers as well as to orient their consumption behavior (Wang, 2000, p. 9).

3.1 Consumers: Young, single, urban career women

Our research focused on finding out what the chosen audience wants in their cultural context and trying to match that without concern for our own needs (Hall, 2002, p. 238).

Moreover, while P&G realized that 85% of the population in China is rural. They may not afford luxury products, but they are the key target market of daily necessities. The campaign for Ariel soap powder (Figure 1) took their needs fully account. For lots of countrywomen washing clothes is a heavy work since they dont have washing machine. What they concern is how to use least amount of soap powder and least labor to clean the clothes by hand. A series of printing advertisement show broken fetter, cuff and cage made of clothes, which representing the women were trapped by heavy hand washing work are now released thanks for the new Ariel soap powder. It convinces consumer with reality, intimacy and relativity instead of fancy taglines, which exactly complies with their consumption habit.

Recent study shows that the cultural values of Chinese people reflected in television adverting, by order of importance, are: modernity, youth, family, technology, and tradition. The weight given to these categories of cultural values closely depends on the type of product concerned: for food, tradition will be stressed, whereas for cars, modernity will be the focus (Chillier & Denis, n.d.).

Its true that imported cars advertise themselves in China as a symbol of modernity. These advertising often emphasize the safety and high quality of cars, demonstrate the modern lifestyle through an image of successful person who is driving the car, to define what is success. The message to the consumer is: only successful woman can have these items; acquire them and you are judged a success in modern Chinese society.

3.2 Foreign Concept? Individual freedom Foreign advertisers have come to realize that, translated literally into Chinese; the English names of products meant absolutely nothing to Chinese consumers. They thus completely reformulated the names in Chinese, so as to transcribe the idea of feeling good and looking beautiful (Chillier & Denis, n.d.), such as skincare brand (Olay) which means essence of flowers, hair care brand (Head & Shoulders) which means clean and shinny hair like silk and soap powder (Ariel) which means blue waves. These names are easy to remember and understand, as well as represent the function and benefit of the products. As soon as printing advertisement and TV commercials launched, P&G quickly won recognition of Chinese consumers.

Though Coca Cola has been considered as the symbol of American culture, its advertising in China always delights consumers with typical Chinese element. The TV commercial in Chinese New Year 2001 told a story of Chinese New Year Eve with cartoon characters (Figure 2). Two lovely kids in traditional Chinese costumes failed to stick the spring festival couplets onto the door since they are too short to reach the top, when the parents asked them to have a rest and drink some Coca Cola. After finishing a cup of Coca Cola, a great idea came up to the boys mind. He climbed up onto his fathers shoulder and successfully stick the couplets. At that time, the splendid fireworks burst forth in the sky. The whole family immersed in the atmosphere of a happy New Year.Recent study shows that the cultural values of Chinese people reflected in television adverting, by order of importance, are: modernity, youth, family, technology, and tradition. The weight given to these categories of cultural values closely depends on the type of product concerned; so for food and beverage, tradition will be stressed, whereas for cosmetics and beauty products, modernity should be the focus (Chillier & Denis, n.d.).

4. CONCLUSIONS

The success of any advertising campaign in China can be manifested in the audiences impressive recall of advertisements and brand names, as well as sales amount and market share. Today, among Chinese consumers, foreign advertising appears to be preferred over local advertising. Chinese consumers adopt what they consider good in each cult. But modernization does not mean Westernization for the Chinese: they are not at all inclined to imitate (Best 2001, p.5) Western lifestyles and new ways of thinking and behaving in their choice of beauty product. Given the growing focus on celebrity news and actors are fast becoming the TV commercial in Chinese (Jacques 2006) told a story of Chinese New Year Eve with celebrities (Figures 4 and 5). The weight given to these categories of cultural values closely depends on are considered trustworthy, successful and glamorous. A recent study (Delmer 2008) shows that the cultural values of Chinese people reflected in television adverting, by order of importance, are: modernity, youth, family, technology, and tradition. 5. RECOMMENDATIONS

i. Change the focus by develop a brand image consistent with the lifestyle aspirations of young urban female professionals.

ii. Create an image of strong young women acting independently and breaking with elements

iii. Develop a brand image consistent with the lifestyle aspirations of young urban female professionals.

iv. Emphasize the independence strong young women acting independently and breaking with elements

v. Use celebrity strong young women acting independently and breaking with elements

vi. Incorporate a strong independent image into the advertising images, showing strong young women acting independently and breaking with elements of tradition that limit their advancement while still celebrating those elements which allow the individual to flourish.

References13Branding in China. (2005). Singapore: China Knowledge Press.Chillier, C. & Denis, J. (n.d.) Advertising in China: Trends, Constraints, and Implications for Foreign Firms. University of Geneva. Retrieved: June 1, 2009, fromhttp://market.unige.ch/docs_online/papers_Denis/199722.pdf

Delmer, K. (2008). TV Commercials: A true mirror of Chinese values? Marketsnoop. Retrieved: June 4, 2009, from http://www.marketsnoop.com/ctvchina_delmer.htm

Hall, B. (2002). Among Cultures: The Challenge of Communication. USA: Wadsworth Group.

Neuliep, J. (2000) Intercultural Communication: A Contextual Approach. Boston: Houghton Mifflin Company.

New Rules for Foreign Participation in Advertising. (2004). TDC Trade. Retrieved: 7 May, 2009, from http://www.tdctrade.com/alert/cba-e0406e.htmSamovar, L. & Porter, R. (2001). Communication between Cultures. USA: Wadsworth.

Shi, Y. (2005). P&G Strategies. China: Nanfang Daily Press.Wang, J. (2000). Foreign Advertising in China: Becoming Global, Becoming Local. USA: Iowa State University Press.

APPENDICES

Appendix 1: Psychographic survey for single Chinese professional women 18-3214Question 1

Please rank the following statements. Place the statement that you agree with most strongly first.

a. My boss knows best and I should listen to their advice carefully.

b. My friends know me best and have valuable experiences and knowledge. I listen to them most when I am in need of help.

c. The news media provide me with valuable insight into the world around me and are most important to me in making my decisions.

d. I make judgments and choices based on the advertising messages that surround me.

e. I highly respect my father and he is the first person I turn to for advice.

f. My mother is my main source of support and guidance.

g. I listen to lots of different sources the media, marketing, friends, family, co-workers and use my own judgment to decide the best direction to take.

Question 2

What is most important for your happiness right now? Rank the following, putting the most important first and the least important last.

a. Friends

b. Work and Career

c. Money and Financial Securityd. Religion and Gode. Fun and Entertainment

f. Beauty and Fashion

g. Family

h. Helping Others

Question 3What would make you happier than you currently are? Choose one.

Better paying job Wealthy husband

More attractive physical appearance

Better education

Luxurious lifestyle

Right to vote

Greater personal freedom

Children

Appendix 2: Psychographic survey results

Question 1

Please rank the following statements. Place the statement that you agree with most strongly first.

Question 2

What is most important for your happiness right now? Rank the following, putting the most important first and the least important last.

Question 3

What would make you happier than you currently are? Choose one.

Fig. 1 Ariel Print Adverts 12

Fig. 3 Coca-Cola TVC

Explain Research Findings

Compare and contrast your primary and secondary findings. Divide the analysis into subsections according to topic.

Do the findings support or contradict each other?

What data is worth highlighting?

What insights did you gain from the research?

Fig. 2 Survey question 3. 61.54% of respondents said a better paying job would be the key factor in making them happier. 23% said finding a wealthy husband would make them happier.

NOTES ON WRITING A RESEARCH REPORT

Text should be 1.5-spaced (except for lists of Figures and References) Arial or Helvetica 11 point.

School name (e.g. Raffles Design Institute, Raffles College, etc.).

Programme name (e.g. Fashion Design, Tourism and Hospitality, Visual Communication, etc).

Unit title (e.g. Cultural Stud...