Falling Dragon Rising Anger

落龙之怒，广告专家对这张照片的创意评价很高，然而这条陨落的巨龙，强烈的冒犯了中国民族尊严。如何制作跨文化广告，正确对待跨文化冲突，认识文化的差异性。

Case 8-2:Falling Dragon Rising Anger

• reporting
  • 1、What happened
    • falling dragon
  • 2、Different reactions
    • ①advertisement specialists
      • highly evaluated
    • ②Chinese people
      • angry
  • 3、Follow-up: Apologize
    • ①Magazine
      • publish just for creative
    • ②Leo Burnett Advertising
      • apologize for the unexpected impact
  • 4、Questions
    • ①Is it consciously or unconsciously that Japan makes such an advertising idea?
    • ②Why are the Chinese showing such strong resistance? What factors cause the failure of cross-cultural advertising?
    • ③What should we pay attention to in cross-cultural advertising?
• relating
  • Toyota Prado
    • Time
      • In 2003
    • Compare with the original case
      • Similarity
        • both have unreasonable use
      • Differences
        • a sincere apology
    • Question
      • How can we properly solve such problems?
  • Nippon
    • Time
      • during the Beijing Olympic Games
    • Compare with the original case
      • Similarity
        • localized Chinese ads
        • from the same company
      • Differences
        • well received by Chinese consumers
    • Question
      • is there anything external?
• reasoning
• reconstructing
  • Treat intercultural conflicts correctly
    • Three perspectives
      • corporate
        • respect and sincerity should be promoted simultaneously
      • media
        • adhere to the objective and impartial guidance of public opinion
      • audience
        • be rational and judicious
  • how to make intercultural advertisements?
    • recognizing cultural differences
      • the theory of Hofstede
        • individualism vs. collectivism
        • power distance
        • uncertainty avoidance
        • masculinity vs. femininity.
      • solution
        • standardization
    • adapting to cultural differences
      • solution
        • localization
          • comply with local laws and regulations
          • respect local customs and religious beliefs
          • align with the core values
    • Innovations in cultural differences
      • ideological level
        • pay attention to the mutual influence
        • form different aspects and dimensions to integrate
      • solution
        • personalized content
        • creative interaction
        • meeting consumers' preferences