COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
From East to West—Own Who You Are: Unique Chinese Cultural Elements Integrated Into Marketing Help Chinese Brands Maintain Their Authentic Identity When Entering the Global Market
Creator:
Zhu, Yuting
Subject:
Thesis (M.F.A.) -- Advertising
Subject:
Savannah College of Art and Design -- Department of Advertising
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
"This thesis focuses on how storytelling tactics might be exploited to boost the influence of Chinese culture in worldwide brand advertising. To improve the impact and value of Chinese culture on Chinese brand advertising in the international arena, the authors examine the effects of narrative techniques on advertising, mention the difficulties that Chinese brands face because of globalization, and investigate how Chinese brands can overcome the challenges and opportunities that are unique to Chinese brands from the point of view of Chinese cultural heritage." --Abstract
Keywords: storytelling, narrative techniques, historical artifacts, global advertising, China's cultural advertising strategies
Keywords: storytelling, narrative techniques, historical artifacts, global advertising, China's cultural advertising strategies
Publisher:
Savannah, Georgia : Savannah College of Art and Design (Atlanta)
Date:
2024-05
Format:
5 online resources: 1 PDF (Thesis, 81 pages, color illustrations) + 1 PDF (1st Studio component, 5 pages, color illustrations) + 1 PDF (2nd Studio component, 8 pages, color illustrations) + 1 PDF (3rd Studio component, 5 pages, color illustrations) + 1 gif file (4th Studio component, color)