One day, American boy Jim held Coke and potato chips and sat in front of the TV to watch the basketball game. Suddenly, he was attracted by an advertisement with a strong oriental flavor. The boy in the picture is as young as Jim. He has a huge travel bag, walking in the Taj Mahal, India Gate, Agra Fort, and in the sound of Indian music, he happened to catch up with the Indian tradition. In the red festival, I saw people splashing each other with colored powder, and the joy filled the streets. This western youth was sprayed colorful by the passionate Indians. Full of “hanging color”, he tasted the unique holiday blessings, and his face showed a happy look. Looking up, a long path leads to the distant scenery, and a post is just standing by the road. The boy suddenly remembered something, immediately unloaded his bag, found a postcard, wrote “Inconceivable India”, then put the card into the mailbox and sent it to the home on the other side of the globe… Sitting on the sofa watching TV Jim had forgotten to eat potato chips for a while, and his heart rose for the first time in the heart of India.
Years ago, India’s advertisement on CNN (CNN) quietly changed some people’s views on India: India is not a poor and backward country, but a surprise and full of color. The magical land.
In November 2009, also at CNN, the advertisement “Made in China, World Cooperation” launched by China appeared in front of the audience. It was considered by many to be a national image advertisement. How to create or enhance the country’s external image, in fact, each country has its own coup.
National image propaganda, the more “soft” the better
On March 19, 2008, Masahiko Komura, then Minister of Foreign Affairs of Japan, presided over a special appointment ceremony to appoint a cartoon character, the robot cat, as an anime “ambassador”. This robotic cat, who has no ears and is afraid of mice, is very popular. He said in his speech: “I will do my best to let people around the world understand what the Japanese are thinking about and how we want to create. The future.” It is reported that the main mission of the “ambassador” is to “roll the world and make friends”.
In fact, this unprecedented appointment ceremony is just an episode of Japan’s “cool culture” strategy. In recent years, the Japanese government has launched a “cool Japan” promotion campaign to “create the image of Japan and promote the dream of Japan” by exporting cultural products such as animation. People hear the word “Japan” immediately think of cool (cool ) to attract the hearts of overseas people, especially the younger generation. At the end of the Iraq war, the Japanese government gave the cartoon “Soccer Kid” to Iraqi TV station for free. While comforting the hearts of the Iraqi people after the war, it also conveyed the Japanese spiritual concept.
Personality dialogue, tortuous storyline, strong visual impact and cute characters, mixed with Japanese-style thinking and values, one after another anime image from Japan Island to the world: Astro Boy, Robot Cat, Saint Seiya , One Piece, Slam Dunk, Teenage Mutant Ninja Turtle, Crayon Shinchan, Cherry Maruko, Sailor Moon… The cultural industry driven by these images is a new growth point for the Japanese economy in the post-bubble era, but more importantly, it is not GDP data. . Former Japanese Prime Minister Taro Aso praised the creators of the animation industry: “Your outstanding work has captured the hearts of young people in many countries, including China. This is something that our Ministry of Foreign Affairs can never do.”
How do developed countries build, maintain and even export national image, brand and concept? Some scholars pointed out that developed countries do not directly engage in political and image advertising, but will focus on ingenious ways to influence people in other countries, such as aiding and exporting cultural products, ‘absorbing foreign students. Some experts also pointed out that the penetration of “soft propaganda” like Japan is stronger than that of blunt external propaganda. It is no wonder that Japan has been in the top position in various international image rankings throughout the world.
For example, Japan’s successful “soft promoters” include South Korea. In the mid-1990s, China’s CCTV broadcasted its first Korean drama, “What is Love,” which set a high audience rating of 4.3%. Since the film screening was arranged on the weekend, the sales staff in the mall complained that the drama affected the turnover. Shortly after the establishment of diplomatic relations between China and South Korea, diplomats expressed their emotions: “Thousands of diplomats have not achieved a TV drama after decades of efforts.” In addition to mainland China, Korean dramas have also seized a lot of hardcores elsewhere. Fans. In Japan, “Winter Sonata” easily achieved more than 20% ratings; in Hong Kong, “Da Jang Geum” refreshed the highest ratings – 47%; in Vietnam, more than half of the TV series came from South Korea…
Along with Korean dramas, Korean tourism, food, fashion, cosmetics, and traditional culture are also hot in Asian countries. The “Korean Wave” wave, which focuses on TV dramas, movies, and games, not only earned a large amount of foreign exchange for South Korea, but also deepened people’s positive impression and closeness to South Korea, and made a great contribution to the promotion of South Korea’s national image.
Unlike the popular culture of Europe and the United States, whether it is Japan’s “cool culture” or South Korea’s Korean wave, it has received strong support from the government. Taking South Korea as an example, after the Asian financial crisis, South Korea put forward the policy of “building a nation through culture” and vigorously developed the cultural industry. In 1999, the Korean government invested 8.5 billion U.S. dollars in the performing arts industry and increased to 43.5 billion U.S. dollars in 2003. In 2005, the Korea Tourism and Tourism Corporation established the “Korean Department” and regarded “Korean Flow” as a perfect path to enhance the country’s image from a policy perspective.
For a long time, the United Kingdom has always been qualifiers such as “old-fashioned, traditional, and lacking in vitality”. Beginning in the mid-1990s, the UK launched the “Cool Britannia” campaign to create a new national image. In 2003, with the opportunity of British Prime Minister Bucurer’s visit to China, the UK launched a massive national public relations campaign in China, “Think UK”. The event lasted nearly a year, and hundreds of parties, salons and other events were held in Chinese cities such as Guangzhou, Shenzhen, Beijing and Shanghai, covering culture and art, fashion design, science and technology, sports media, education and teaching, commercial trade, and finance. Business and environmental protection and many other fields. According to statistics, more than 100,000 Chinese people have experienced a new British with innovative and enterprising spirit through these activities.
In the name of “meeting”
There are many energy countries in the world that use the name of “meeting” to “improve the image of the country.” South Korea is one of them.
In 2008, South Korea’s “Daily Economy” conducted a national economic awareness survey. In the “What is the first Korean product to think of”, the Japanese answer is kimchi. “Before the Japanese people looked down on kimchi most, Korean students had to brush their teeth to enter the classroom after eating kimchi,” said Kim Jong-yong, chairman of the Kimchi Association, in an interview with the media. “And now 98% of kimchi is exported to Japan.” The reputation of Korean kimchi and kimchi culture has also been attributed to the Seoul Olympics held more than two decades ago.
On the occasion of the 1988 Olympic Games, South Korea, one of the “four little dragons in Asia”, achieved remarkable achievements after decades of economic take-off. The people’s living standards have improved steadily and national self-confidence has greatly increased. At this time, South Korea urgently needs an opportunity to show the outside world and establish a national image. The Olympics coincides with the time. Before and after the Olympics, South Korea made full use of news media such as television to try to show the world its vibrant landscape and splendid traditional culture. Among them, kimchi, marked with historical imprint, became the lucky winner of the Korean government to promote traditional food culture.
In fact, the change in the perception of kimchi is only a microcosm of the improvement of the image of South Korea. During the Olympics, the clean city, the orderly and polite people left a deep impression on the world. South Korea has also taken this opportunity to formally enter the ranks of newly industrialized countries, showing an optimistic, positive and developing national image to the outside world.
If South Korea reshapes the country’s image through the Seoul Olympics, then the World Expo after five years has made South Korea’s national image a leap – setting a new image of “scientific and technological power”. At the 1993 Daejeon World Expo, in order to highlight the scientific and technological concept, South Korea deliberately chose to be located near the National Central Science Museum and presented the latest scientific and technological achievements at the meeting. During the World Expo, South Korea also held a number of scientific and cultural events, making this World Expo an “Olympic” event called Economy, Technology and Culture.
In the 2002 World Cup in Korea and Japan, a group of red T-shirts with oil on their faces and a song of South Korea’s winning songs filled the streets of South Korea. The US “Time” magazine describes Korea at this moment: Dynamic. At the same time, the outsiders were amazed by the quality of the citizens that the citizens showed: civilized, orderly, and did not leave a little garbage after the big game. At this sports event, South Korea, which has suffered through the financial crisis, has regrouped its efforts to re-establish the image of a country that has been greatly discounted due to the financial crisis. To this end, South Korea has put forward the slogan of “Vibrant Korea”, “IT Korea” and “Cultural Korea”. On the one hand, South Korea uses the most advanced communication equipment inside and outside the stadium, and broadcasts of events. On the other hand, it has carried out hundreds of cultural activities. It is worth mentioning that the modern car that has become the “business card” of Korea is famous at that time as a sponsor. Also, famous Korean companies such as Samsung and LG have also expanded their popularity in this World Cup.
It is through these large and small meetings that South Korea has built and upgraded its national image step by step.
Politicians personally rushed to drink
In 2003, the Japanese tourism image spokesperson was selected for the dust, and it was neither a pure and vivid film star, nor a healthy sunshine sports star, but the current Prime Minister Junichiro Koizumi. In the advertisement, Prime Minister Koizumi sent a warm invitation to foreign tourists, welcoming everyone to Japan for sightseeing and enjoying the unique traditional culture and ethnic customs of Japan. Among them, Koizumi also launched two famous Japanese dishes: “Let’s try delicious sushi and tempura!”
It is said that Koizumi is the first Japanese prime minister to advertise on his home industry. However, in the world, Koizumi is not the first person to eat crabs. During the Asian financial crisis, South Korean President Kim Dae-jung also personally advertised for the Korean tourism industry. In this advertisement that won the international advertising award, Kim Dae-jung acted as a passenger pilot of a Korean airline and sat in the cockpit and said to the audience: “Korea is reborn, welcome to come and enjoy Korea. I promise you will have a comfortable time.” And a beautiful journey.” In another advertisement broadcast in Japan, Kim Dae-jung wore traditional hanbok and said Korean lanterns: “Please go to Korea for sightseeing!” In order to attract Chinese tourists, Kim Dae-jung frequently visits Chinese TV stations. Debut: “Come on, travel to Korea!”
Former US President George W. Bush’s voice also appeared on TV commercials. After the September 11th incident, the US tourism industry plummeted. An advertisement promoting the US tourism industry used a small piece of Bush’s speech to encourage the people of the country to live with peace of mind and invite foreign tourists to travel to the United States with confidence. In the advertisement, the beautiful air attendant responded to the president’s call and said, “Carry the plane and enjoy the famous sights of the United States.”
In 2002, on the other side of the ocean, two heavyweights, Prince Charles and Prime Minister Blair, jointly presented the British monuments and cultural heritage and called on other tourists: “We are willing to share our cultural heritage, history and the world with the world. Tradition. The UK will let you experience unlimited.”