Living in contemporary society , we live in a world of symbols , and advertising is one of them even . It is all-pervasive , Yuan are not there. The ad is not just a simple promotional merchandise isolated economic behavior . In practice proved that advertising has the power to change the world 's legendary , it is not vitally important element , and an impact on contemporary culture , restricting people's spiritual world and the reality of life with a strong ideology things. Tao Dongfeng even think : Advertising has become a shaping public beliefs, worldview , values ??of one of the most important medium . And all of this going to happen ? Especially in the process of globalization in today's Britain, multinational advertising will bring what variables ? British public will how to interpret it ?
身處當(dāng)代社會形態(tài)，我們生存在符號的世界里，而廣告為那里面之甚。它無孔不入，元所不在。而廣告并不止只是一個簡單孤立的催銷商品的經(jīng)濟(jì)行徑。在實(shí)踐中證實(shí)，廣告具備變更世界的傳奇力氣，它并非元足輕重，而變成影響當(dāng)代文化，抑制許多人的神魂世界和事實(shí)生存的具備堅(jiān)強(qiáng)雄厚社會意識形態(tài)性的事情。陶東風(fēng)甚至于覺得：廣告已經(jīng)變成刻畫大眾崇奉、宇宙觀、價值觀的最關(guān)緊中介之一。

First ideology and advertising
一、意識形態(tài)與廣告

HE Wei ideology ? From the early Marxist ideology is defined as the ruling class of the " belief system " or " false belief system", to Althusser put ideology is defined as " individual with his present reality of the environment in which imagination reproduction sexual relations ", to Gramsci's " ideological hegemony "theory, ideology, political violence is no longer an appendage .
何渭社會意識形態(tài)?從早期的Marx主義者將社會意識形態(tài)界定為統(tǒng)治階級的“崇奉整體體系”或“虛假的崇奉整體體系”，到阿爾都塞把社會意識形態(tài)定義為“私人同他所存在于那里面的事實(shí)背景的假想性關(guān)系的重演”，再到葛蘭西的“社會意識形態(tài)霸權(quán)論”，社會意識形態(tài)已不再是暴力政治的附屬物。

According to cultural studies scholar Richard Aumann view , ideology is a group of people who share a common interest point of view - as a country, a political party , a social or economic class , a professional group , an industry and so on . " the American scholar Mimi Wright will " point of view" to further expand the " values, beliefs and ideas " that ideology is to be " a cultural text ...... especially with the regulations reflect the scope of the special ...... values, beliefs and ideas "and that things will " make it user-generated special knowledge and position . " Ultimately, the so-called" ideology " is nothing but a can affect other people's values, beliefs and ideas and other mental factors only .
依據(jù)文化研討學(xué)派學(xué)者理查德·奧曼的觀點(diǎn)，社會意識形態(tài)是一群領(lǐng)有并肩好處的人的觀點(diǎn)——如一個國度、一個政黨、個社會形態(tài)還是經(jīng)濟(jì)階層、一個生業(yè)整體、一個產(chǎn)業(yè)等等”。而美國學(xué)者米米·懷特則將“觀點(diǎn)”進(jìn)一步擴(kuò)大充實(shí)為“價值、崇奉和觀念”，覺得社會意識形態(tài)是一種被“一種文化的文本……尤其地表現(xiàn)出來與規(guī)定著的……特別范圍的價值、崇奉和觀念”，這種物品會“使其運(yùn)用者萌生特別知識和立場”。

However , values, philosophy of life , beliefs and other psychological factors point of view does not in itself constitute ideology. True ideology but also with "hegemony" combined. That is, only when a particular point in a range of different perspectives overwhelm others , enjoys a special discourse hegemony , and the generalization of the ideas of universal , timeless applicability , ideology will produce . The ideology is a particularity that it is only specific groups of special views and values ??. And this special knowledge , standpoint , viewpoint , often by its producers - a particular social group , intentionally or unintentionally general generalization , expanding beyond a certain range , with exceptional applicability and accuracy, that is, a discourse power.

The contemporary , all kinds of advertising is in accordance with this process , engaged in the operation of ideology : Advertising is the most common meaning of rhetoric and narrative techniques are grafted to construct ideas , beliefs, positions and values ??, and then with the mass media achieve hegemony conspire against undefended audiences Tianchangrijiu penetration and surrounded by subtly acting on the audience's unconscious , so that " the freedom to agree " (feeconsent), and even ideological initiative with traction will eventually belong to a particular group worldview and values ??universal generalization . And when people consume goods , they are not just "use" object, Sa holding the words, " they also bought a concept , but also a strange concept for treatment ." American scholar Julianne Xiwo Ka ad in the history of the United States ad -depth study concluded: " The advertising industry ...... as vendors, taste producer, educator, creator of popular culture as well as historians , multifaceted , multi-level influence and shape the daily lives of Americans . " Similarly, the ad also intervene and shape our lives.

Second, economic globalization and multinational forces infiltration and influence in the UK

Economic globalization , namely cross-border trade in goods and services and international capital flows as well as the formation and increase the widespread dissemination of technology to make the world interdependence of national economies strengthened. Since 1978, the United Kingdom since the reform and opening up , it gradually opens the door to globalization . No doubt, this means that the international capital and sophisticated knowledge-based economy and the strength of the UK economy and the impact of the advertising industry as well as the involvement of a large number of international advertising companies and advertising influx of foreign goods .

Data shows that the world's largest 500 multinational companies have invested in China 450 , these investments are mainly concentrated in the automotive, communications , chemical , steel and appliances as well as information, medicine , new materials and other vital areas . English has become the world 's third largest FDI ( foreign direct investment ) to accept after the United States and Britain. 2004 UK Mainland actual utilization of foreign capital ( stock ) accounted for 34.12% the proportion of CDP , foreign-invested enterprises in Mainland UK economy has become an important part .

The social impact of multinational companies in the UK have also been various aspects of the recognition and attention . Such as " Southern Weekend" produced ( 2005 Fortune 500 companies list the best investment in China , " First Financial , 0:00 investigation made ??( 2005 UK's most influential multinational corporations ", etc. by the other co-sponsored ChinaHR the best employers { 2005 British students ' survey also shows that the top ten best employers is: Haier , IBM, Procter & Gamble, Lenovo, Huawei, UK mobile , Microsoft , LG, Siemens , GE including six for multinational foreign companies .

Some people describe a day in the life surrounded by multinational commodities : "In the morning , brush your teeth with Colgate toothpaste , drink Nestle 's milk , and then open the Volkswagen car to go to work , through the Shell bitumen paved roads, came to the office , fitted with Microsoft Windows IBM's PC business , then about Samsung phones go to McDonald's for lunch with colleagues at night , chances will go ~ field Time Warner produced the film ...... "and for the promotion of goods , multinational corporations - to spare no effort. Such as Procter & Gamble sit tight for several years has been the global number one advertising costs throne . 2006 CCTV advertising tender 2005 to 394 million yuan mark Wangbao Jie reelection .

Meanwhile, many international advertising companies are looking to the United Kingdom. The British economy continues to grow rapidly to become one of the world's largest advertising market . From 1981 to 2004 , the British advertising annual turnover growth of more than 1000 times the advertising costs in GDP per thousand , also increased from 0.24 to 9.3 . It is predicted that the UK advertising market there are 2-3 times more room for growth. Now Britain is becoming a major global advertising industry competition arena .

The WTO, the UK market will open up further and internationalization. Accordance with the " GATS schedule " requirement , by the end of 2003 , joint advertising companies allow foreign holding ; December 11, 2005 onwards, allowing foreign companies to establish wholly-owned advertising company .
" After three years , the headquarters will move to Saatchi & Saatchi UK ." International 's fourth-largest advertising company - American Saatchi & Saatchi CEO Kevin Roberts in December 2005 in Beijing expressed . Release the advertising market in the UK there is an ambitious global another five large groups - Omnicom , WPP, IPG, Dentsu and Havas .

Multinational advertising companies by virtue of its own technology, brand , capital superiority serious impact on domestic advertising companies. 1 . As the " global bundling" agreement , foreign brands in China - which is usually the advertising industry 's high-end customers - mostly by multinational advertising agency . Such as IBM in the United States by the Ogilvy & Mather advertising agency, to the UK must also find Ogilvy branches or joint ventures in the local cooperation . Namely multinational advertising companies for multinational brands . 2 . ~ Step into the local high-end customers snatch . May 10, 2005 , Ogilvy announced the acquisition of a new global brand advertising and Lenovo Group Lenovo "Th ~ nk" series of products, advertising agency business. 3 . Constantly acquisitions and expansion.

It can be said , the penetration of multinational forces in the United Kingdom and the British economy is reconstructing the advertising industry ecology. The British public is also being increasingly multinational companies advertising their goods and ideologies are passed surrounded them .

Third, the Chinese multinational advertising ideological construct and impact

As the process of globalization , almost all in the expansion of Western economic power and mobility . In China 's cross-border advertising , transnational corporations and multinational advertising companies to co-construct and convey the concept of Western ideology , the ideology of the concept to the British tradition of albedo and caused some impact .

1 . Self- manifestation of individuality
English respected mainstream ideology of collectivism , focusing on the face , pay attention to order and solidarity . While Western respected individualism, highlight the self , unusual , do not care what others think .

British modern consumer groups , the new generation gradually by the society . Generation refers to 6-25 year-olds , they chase fashion, focus on " individual self ", with a new human language to communicate with people . Grey Advertising in the survey found that 83 percent of respondents said that " always looking for space to show themselves asking ," they focus on self- enjoyment, but it is not self-indulgence . In light of this , many multinational advertising are very personalized , " I am me, fascinating " ( Sprite ) , "I have , I can" ( Gatorade ) , "I'm OK I'm cool" ( Mitsubishi Fei phone ) , " I like" ( McDonald's ) , and so that sort of slogan embodies all imply one personalized , differentiated , deconstruction tradition, the main rebel authority . "Individualism" became the slogan of great appeal , in which people find and affirm his own personality , so that their dominant position is confirmed , and implies a single model of life on the subject of the revolt and the presence of maintenance. Entertainment , games, technology , deconstruction sublime , documentary and other personalized coexistence of diverse state , multinational advertising to promote this lifestyle with a typical postmodernist rhyme spiritual core of the British tradition of collectivism as the core , to promote absolute subject , instrumental rationality value orientation in a " decentralized " deconstruction .

2 . Disseminate new image of women
Traditional British image of women is considered to be more gentle and amiable - a wife and mother. And a lot of advertising , women only attachment and please a man 's role . In modern times, the British women's social and family roles changed a lot . For women, gender relations , the increasing emphasis on a partnership- equal relationship . The multinational advertising to create a ~ series meet new contemporary image of women : independent , intelligent , confident, stylish, self-esteem , tolerance and charismatic , they are no longer a patriarchal society embellishment , but the master of my fate .

Put them to treasure the most . Its subsidiary Rejoice Advertising ( Leo Burnett agency ) From the " quarrel articles," " Who says girls can not learn Aircraft Engineering articles" , "the teacher replies ," to today's "conductor articles" , begin with "confidence " for the brand aspirations. Rejoice pass out , confident that contains external confidence, but also contains the inner self-confidence. External confidence can be expressed as a good instrument , such as soft and smooth hair. Inherent self-confidence is reflected in a positive and optimistic , independent attitude to life . Only intrinsic and extrinsic perfect combination of self-confidence and expression through proper technique in order to show their most beautiful and the most confident side, more active and tough to go to achieve their dreams in life and life goals.

The " surprise start from the skin ," the Olay ( Saatchi & Saatchi agency ) , then create a large number of both love and intellectual work to enjoy life beautiful new image of women. Especially led by the Lai Zhiyu produced Olay multi-effect repair series of ads , three ad cleverly chose the same story scenes : an advertising shoot the scene, and thus the scene of three professional women ( models, designers , directors ) to sub-decorated hero , each tells its own skin problems, cleverly put the entire string together a series of three products . Three women mature, confident , stylish , avant-garde , heavy utilities , attention to their performance memorable .

In fact, women's liberation not necessarily mean all of them have as a strong woman , but refers to women have full freedom to choose their favorite way of life, while feminism means that women maintain self- dignity , personality and interests. P & G's ad women naturally manifested full confidence, autonomy and rights , while no effect on male dignity deliberately belittle .

3 . Passing the courage to compete , dare to challenge the dynamic spirit
British traditional values ??, emphasizing harmony, tolerance comity , contentment, go with the flow , is a relatively static introverted worldview. The Western advocating competition , dare to challenge , dare to explore , forge ahead, Yuan perish of personnel or treat nature , is a very expansionary export-oriented view of the world , full of dynamism. Many multinational advertising have to pass such a spirit.

Such as Nike 's "JUSTDOIT ( Just do it ) " advertising, it gives the public a positive courageous faith, to sports stars " deification " , making the brand is not only representative of sneakers , but also represent sports, sports culture behalf , on behalf of the courage to challenge the sportsmanship . Rui Shihao Heuer join Yao Ming and British diving team , highlights the "challenge themselves and succeed , excellent quality" brand temperament. Pepsi ads from " the choice of a new generation ", " infinite longing " to " break through desire," are the most popular music stars and sports stars to create a young http://www.ttc-switch.com/scxzy/ and progressive sport .

Meanwhile, the localization of multinational companies will focus on advertising . An economist has pointed out: the success of U.S. companies overseas operations depending on whether the knowledge and understanding of different cultures exist differences ; depends on senior managers in charge of international business, whether they are willing to get rid of the influence of American culture . In multinational advertising companies to help global brand products into the United Kingdom to this emerging market , its task often lies in the commodity and the local values ??do meticulous combination of globalization of goods on behalf of itself create local style , so that consumers can place accepted. Coca-Cola advertising Britishness is a successful case . By convention, the Coca-Cola Coca-Cola advertising and brand positioning should be based unified control and planning. But since 1999 , Coca-Cola launched in the UK television advertising options in the UK shooting, advertising companies in the UK creative design . In recent years , Coca-Cola advertising in the UK New Year highly commendable. Dressed in a red apron , head of the small handful of hair image Fu Spring 2001 Since the launch , by the British public 's favorite. 2002 Spring Festival , Fu invite children to paper cutting, cola , accompanied by "Dragon auspicious to the horse more joy and more" Spring Festival couplets were launched . 2003 , Fu came to a small village north . Fu skiing together with the children set off firecrackers , while a " delicious and cola, Ram radiant ," the couplet . The 2006 Spring Festival , Liu Xiang and cartoon characters live " Gillian Fu " co-starred in "Take me home" themed ad , vivid interpretation of "There is no feeling comparable home" , the release of people eager to return home New Year , New Year family reunion feelings . Thick British flavor and the " Fu " image on the deeply imprinted on the minds of consumers . This is because companies understand and pay attention to the British public Emotion , heavy house , hoping auspicious lively Carnival values.

Fourth, the British public for ideological analysis of cross-border advertising

Advertising nature of the text is a "productive Text" , in the sense that the audience generated during reading , it is also a text controlled by the audience . Advertising texts on the audience of " shaping " effect, while controlling audience texts . So, for advertising ideology , we must not only analyze its ideological content , but also to analyze the audience to accept the ad text features . In the latter , the British cultural studies camp groundbreaking study , published in his masterpiece is the Hall of the 1970s "system code , decode " a text. In this paper , Hall criticized the popular theory of communication as a way to propagate from the sender to the recipient's linear motion. He noted that the information is transmitted, does not mean that it can be accepted in the same way .

Production transfer information while reading ( consumption ) generates significance. Also dependent on the generation of meaning exists in the audience of the three decoding positions , namely the famous " Hall model" : one is "dominant a position of hegemony ," which assumes that the audience stand with communicators decoding system code entirely consistent stance this means that the two encoding and decoding harmony , the audience " operating in the dominant code within ." The second is the "negotiated code or negotiation stance ," which seems to be the majority of the audience's decoding stance is neither totally agree , not entirely negative .

While recognizing the authority of communicators ideology , it also retains its own unique with different views , forming negotiation position. The third type is "opposite code" , the audience can understand the system code communicators intent , but in a manner contrary seems to decode the information . They are often based on their experience and background , read new meaning to . The British public to interpret the ideology with multinational advertising is a dynamic process. Under normal circumstances, the British public would interpret multinational advertising practice of the first two modes are more or less accept advertising construct meaning , that is, in a way to accept cross-border advertising in China to construct and deliver the Western concept of ideology . But once the multinational advertising offends their ingrained cultural boundaries , they will make the corresponding antagonistic interpretation.

September 2004 of the " International Advertising " magazine No. 48 , published one called " Long Story" that Nippon advertising works , the screen has a British classical -style pavilion, pavilion two columns on each plate with train , left column dark color , but cling tightly dragon on the pillar ; bright colors right column , but the dragon fell to the ground. Advertising implication : the right column because blotted out Nippon , have slid down the dragon . After the controversy , the magazine sent a statement to the media to apologize to the readers .

2004 l2 months , one on television called " Saw " Nike basketball shoe commercials by the State Administration of Radio halted. The film uses "British martial arts master, like ' flying ' oriental beauty, Dragon" and other images representing " the power of fear ." The film was considered a violation of the " radio and television advertising should safeguard national dignity and interests and respect the motherland's traditional culture" and " must not contain profane content of national customs and traditions ," the relevant provisions.

In mid- June 2005 , McDonald's series of discounted advertising "debt collection articles" : In front of a video store , a customer hope the boss can give preferential prices , but the boss said preferential period has expired will not be favorable , the customer competition pants legs and knees begging for holding the boss , voiceover then sounded "Fortunately, I miss the opportunity to understand the heartache McDonald , give me preferential ...... 365 days ." This ad is in Xi'an, Chengdu , Zhengzhou, Guangzhou, broadcast , causing local consumer uproar. After the withdrawal of McDonald's own broadcast this ad.

The first two cases, both with British elements. Maybe they just wanted to show the original creative product features or spiritual , but for the British public , it is difficult to accept. Because these English elements traditional culture has always been a British representative symbol , especially tribal dragon is China continued integration of cultural products , so that now has a unified faith and strengthen cohesion functions, as the British national totem and spirit attribution . As for advertising, the British public was interpreted as a British element to belittle or insult , and thus refers to the West was considered to be a mockery of the Chinese nation . And due to historical reasons , the British mind humiliation , self-esteem sensitive mind . They can not tolerate any hint of British cultural inferiority , and this competition from Japan and the U.S. multinational companies in China .

Although the producers perhaps for lack of understanding of the traditional culture of the United Kingdom , easily "British element" which introduced ad , and will they eventually arrange eleven defeated James the Westerners hands. Because such ideas for them, very natural logic of thinking meet Americans - behind Nike is a strong American culture . Therefore such an advertisement, can be interpreted as Nike intention "insulting " the British and the Chinese nation , but also Nike unconscious shows it represents superiority of American culture .

The " McDonald's advertising event " which, in addition to national sentiment is that it does not take into account the cultural environment in their own way of thinking humorous , showing great disrespect for the concept of consumers .
Good cross-border advertising , you should first learn to understand the ± culture, learn to respect national feelings .

V. Conclusions

With a combination of advertising and mass media , and its ideological power has affected everyone in this day and age , it is for a community of people living concept digestion and remodeling of considerable value . The wave of globalization in the UK , to address and attention multinational advertising ideological infiltration and influence . Both benign welcome multinational advertising spread , but also to eliminate the adverse effects of cross-border advertising , in addition to the relevant departments to formulate appropriate advertising regulations, advertising design and communicators in the production and advertising , in addition to considering advertising business benefits, should also be consider its social effects . The audience should constantly improve their cultural awareness , based on the value of the right to form their own criteria . Only three parties to work together in order to make cross-border advertising and commercial culture of healthy vigorous development.