Raffles College of Higher Education 1 Fashion Marketing 2

Academic Research and Communication Skills 3 Assignment 3 Research Report 4

Dove Encapsulating the modern Chinese woman 5

Name(s) 6 Sunny Octavia, Zhu Ji and Han Xiao

Lecturer 7 Kavita Parwani

Date 8 8 August 2011

Word Count 9 1370

Contents 1 0 Contents....1 Figures ..2 1. INTRODUCTION.....3 1.1 Objectives....3

2. METHODOLOGY ...4 3. ANALYSIS: Dove Encapsulating the modern Chinese woman .. 4 3.1 3.2 Consumers: Young, single, urban career women.....5 Foreign concept? Individual freedom ............6

4. CONCLUSIONS..7 5. RECOMMENDATIONS . ... 7 References...8 APPENDICES .....9

Figures1 1 Figure 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 ...5 Figure 2 Response to Survey question 3 - Source: Zhu, J. & Han, X. (2009). Psychographic Survey Results ....5 Figure 3 Coca Cola TV Commercial - Source: Hu, C (2008) McCann-Erickson Guangming 1991-2001, China General Price Press, p.124 ....6 Figure 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 ...8 Figure 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 ... ......8

1. INTRODUCTION Over the past 15 years Dove has created many successful and innovative camapignsIntercultural communication is the circumstance from diverse backgrounds in communication & Porter,
Introduce background to the project

in

which

people cultural are engaged (Samovar 2001, cultural

p. 2). The you working for? Who are

What context do they do? What does the brand/organization represent? How does this relate to the client?

What issue/problem Figaro and Joe Henderson, nothing is In themental valley of is your research concerned with?

considered impossible important? blows his horn all the world What background is when Miles takes notice and babies cry and mothers run away with the Give sources. best and the brightest of a generation ruined by telvesion and radion factors that culture. cultural environment communication occurs (Neuliep, 2002, pp. 11-12). make It and up is includes all the influences ones the in which

1.1 Objectives This report explains the key details of our research for Dove. The campaign uses a strong concept associating the brand with Summarizeand project freedom the independence. We believe these values
Who is your client? resonate well with our target audience young, single, urban

professional research methods did you use? extensive research What Chinese women. Following into What were the key outcomes of your research? the audience, competitors and the Chinese context using
Write in secondary research methods, we have decided to primary andyour own words.

What is the issue/problem?

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
Explain your Other methodology communication. research marketing books

rcultural such as Jian

What secondary research did you do? Wangs Foreign Advertising Iyour do? n China: Becoming What primary research did Did you gather on quantitative or qualitative data? Or both? Global, Becoming Local and Ye Shis P&G Strategies provide How did you sample your respondents? What problems support the critical evidence to did you encounter? project. We Provide P&Gs campaign for Ariel as part of focused on details and explain the use of the research.

competitor analysis.

Finally, psychographic

we

did

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 woman Foreign 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
What is the context? Introduce your findings

rapidly (New Rules for Foreign Participation in Advertising, Why is this research needed? 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 Explain Research Findings
Compare and contrast your trapped by heavy hand washing representing the women wereprimary and secondary findings. Divide the analysis into subsections according to topic. Do the findings support or contradict each other?

work are now released thanks for the new Ariel soap powder. It convinces consumer with reality, intimacy and relativity What data is worth highlighting? What insights taglines, which exactly complies with their instead of fancy did you gain from the research? 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
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.

Fig. 1 Ariel Print Adverts 12

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
Fig. 3 Coca-Cola TVC

as printing advertisement and TV commercials launched, P&G quickly won recognition of Chinese consumers.
Explain Research Findings Compare and contrast Though Coca Cola has your primary and secondary findings. of been considered as the symbol Divide the analysis into subsections according to topic. Do the findings support or contradict each other? What insights did you gain from the research?

American culture, its advertising in China always delights

What data is typical Chinese consumers with worth highlighting?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
6

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
Fig. 4 Zhao Wei

Chinese: they are notMain Findings to imitate (Best 2001, p.5) Summarize at all inclined
So what? Western lifestyles and new ways of thinking and behaving in What does your research tell you?

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
Fig. 5 Zhou Xun

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. Provide suggestions image consistent with the lifestyle Develop a brand aspirations of young urban female professionals. What should the client do? iv. Emphasize the independence strong young women acting independently and breaking with elements Use short clear statements. v. Use celebrity strong young women independently and breaking with elements acting
How should they address the issue?

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. References13 Branding 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, from http://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.htm Samovar, 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 18-3214 Question 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. media, marketing, friends, family, coworkers and use my own judgment to decide the best direction to take.

g. I listen to lots of different sources the

Question 2 What is most important for your happiness right now? Rank the following, putting the most important first and the least important last. h. Free Speech a. Friends i. Foreign Travel b. Work and Career j. Safe, Comfortable Home c. Money and Financial Security k. Clean Environment d. Religion and God l. Finding a Husband e. Fun and Entertainment m. Your Independence f. Beauty and Fashion n. Children g. Family o. Shopping h. Helping Others Helping Others Question 3 What would make you happier than you currently are? Choose one. o o o o o o o o Appendix 2: Psychographic survey results Question 1 Please rank the following statements. Place the statement that you agree with most strongly first. Better paying job Wealthy husband More attractive physical appearance Better education Luxurious lifestyle Right to vote Greater personal freedom Children

10

Question 2 What is most important for your happiness right now? Rank the following, putting the most important first and the least important last.

11

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

12

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 Studies, International Business, etc.). Assignment details. Report title - title tells us about the focus on the topic and objectives. The title should catch the readers eye and explain the research focus. Try to think of something interesting and eye-catching. 6. Students full name. 7. Lecturers full name. 8. Date of submission. The date you hand in the assignment. 9. The number of words in the main body of the report. Not including the preliminary sections (Figures, Contents) or the supplementary sections (References, Appendices, Glossary). 10. The table of contents should be neatly formatted as shown in the sample report. Make sure page numbers are correct. 11. Include figure numbers, title of figure, source and page number. 12. Illustrations should be numbered, titled and mentioned in the text. 13. References to all sources mentioned, quoted or paraphrased in the report. Correct author-date referencing 13 format must be used. At least 5 sources should be listed at least one book and one Internet source. Singlespaced. 14. Include Appendices for primary research material. For example, surveys, interviews, photostudies.
1. 2. 3. 4. 5.