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Comparison the Advertising of Dolce & Gabbana and CCTV “Chinese Chopsticks”
ZHAO Wei, LIU Chang
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DOI:10.17265/2159-5836/2021.02.007
Sichuan Fine Arts Institute, Chongqing, China
The increase of the global market has led to the emergence of international advertising, and understanding cultural differences is usually deemed as a prerequisite for successful international advertising (Forsgren & Johanson, 2014). An effective advertising campaign can be standardised in creative strategies, but applies to local culture in execution. Therefore, in order to be effective advertising should exert links to the local culture. However, the Chinese have rejected a new advertising campaign from Dolce & Gabbana because it has been perceived to contain discrimination. This is a controversial advertisement in China, it is considered as racial discrimination in Chinese modern society (Prada, 2018). In this advertising campaign, an Asian model who is dressed in the brand’s clothes is attempting to eat Italian food with Chinese chopsticks.
communication, resonance, strategy, advertising
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