男性思维剖析

So let us begin with the following six advertising themes. The first one is the most obvious - Project Status. 表现出地位。People have anxiety（焦虑）, so they have to, if they don't really have confidence, if they really are not sure of their social stature of their prestige, they have to display what they do have. They have to magnify what they do have and they have to feel bigger than perhaps they do inside. Now let's claim a few ways that, this is again the most basic marketing rule in Chinese men marketing - status. OK? There's not a lot of room for interpretation here. He has to be big, he has to be bold, he has to be bald. Let's see some public examples: first, 海王金樽 (video show) Why? OK? This is basically using all imperial imagery as status, very average advertising, but successful. The next is for Youngor Suits. Youngor Suits are just about looking elegant and having class, and it's ultimately based on creating something called the Youngor Man. Youngor, a note of course, he gets the girl, too. The final status commercial is for Virgin Airlines. What they are doing is a little bit more sophisticated but it's still status-based They have a little price premium, which was called aroma therapy. I don't know what aroma therapy is -- you smell it; then you get better. I don't know. But this is ultimately about if you have enough status, then we will offer you personalized service, service only for you. Here is Virgin Airlines (video show).

Anyhow, theme No. 2: give him tools. If a man is feeling a little bit helpless, he will need help, he will need an external aid to help him grab success, to extend his arm just a little bit, so that he can grab something that might be a little bit higher than what he can normally reach. One obvious way of doing this is confidence from boss approval, which will be an external aid. If the boss approves of me, I can go further, I can leverage my boss's endorsement of me. Now this of course can be true in any culture, but in China the idea of pleasing the boss takes on residence in advertising. Let's play an example of this - Rejoice Shampoo. Rejoice is all about confidence. It's about female confidence and it's about male confidence. But in this case, the man's soft and shiny hair makes him a better translator, and that makes him impress the boss with great hair - Commercial ends with handshake. We know that the guy with a soft and shiny hair is destined for a better tomorrow. Another tool is technology. Technology in China is not just about productivity, it is a weapon on business battlefield, is a military weapon and it helps you defeat enemies, competitors. Technology is ultimately about empowerment It's I've got something you don't have, I've got it done. Now, technology in Siemens mobile telephone commercial (video show). This is just about one example of GPRS interconnectivity. It enables you to get on the net, stay on the net. And of course, he too, at the end of the commercial, gets the girl. Now I promise you, we're going to talk more about getting the girl just a little bit later. Let's first go through this technology stuff, shall we? I'd like to show you something for fun, the Santana ads, the Santana car. This is a very, very direct technology as empowerment, but it's a very ugly embarrassing execution, just because your strategy is good doesn't mean that you can have execution like this. It's Car Man.

Theme No 3 - releasing aggression. Because society has regimentation, because there are not enough outlets for success, it's ultimately about money and the chances of getting there are not sure, man has repression. Chinese men tend to be a little bit repressed, that is they don't express their desire so openly. Sometimes they have to stand a little bit back and control the expression how they feel in their hearts, and control the power that they know they want. So when a man in advertising succeeds, he doesn't mean to merely succeed - he should succeed in romance. He should succeed with a spectacular victory that is at times larger than life. This would, of course, explain this - Kongfu. The most recent Kongfu movie was what - big one? "英雄"，张艺谋的"英雄"。What was it about? Emperor Qin, First Emperor Qin. Now this was a guy that was larger than life, this was a guy that basically reorder the entire universe of China and control it. He basically changed the direction of cultural rivers, brought it under his command, so it was no coincidence that this man was the central subject of a Kongfu movie. Because Kongfu is ultimately about the release of inner power, and it's about the control of inner power. In fact, what is Taiji? Taiji is based on not Confucianism but Taoism - Ba Gua, and ultimately, Taiji is replicating a prescribed order of nature. The movements of Taiji are circular, as is the order of nature. But we're getting in for another presentation on, so I'll go back to here-Kongfu. The point is that Kongfu is ultimately about the release of ambition. And here, for example, not just victory but spectacular victory is advertising for ADSL, Internet service, which isn't as fast as what it says it is, particularly at night. But anyway, it's there. The next commercial I'm going to play is a little less obvious. And that's for Motorola. Actually, I think that Motorola, which is one of our biggest client - motor, motor, motor - is a very successful male advertiser, very successful. And here is one of their ads I like the most, which is about karaoke. And ultimately, it's more abstract. It's about the fantasy of being bigger than you actually are, being able to express what you can't express. Now here's what we're going to get a little bit sensitive. And I'm saying this just in my own opinion and I don't want to say this too strongly. There is a difference between patriotism (爱国主义的)and nationalism (民族主义的). Patriotism is a simple love for country. Chinese of course are very patriotic as are most other nations. Nationalism has a little bit more - let's say in edge, a little bit more frustration with how the world sees you. Nationalism is about a country's role in the world. China is a relatively nationalistic society. Not just proud of China - When China to assume its rightful place as a world power. Nationalism is particularly strong in China amongst the younger generation - 18 to 34, just the liberated generation. Patriotism is strong everywhere - the taxi drivers, the grandfather, his 8-year-old kid. But nationalism is a particularly youthful phenomenon. And as soon as you crossed 35 years old, the tone of the discussion changes. The question is on this one why. Why are young people more nationalistic when the young people have the most freedom, have the most to be grateful to the country for opening themselves up to the rest of the world? We believe that it's due to - what we are talking about before - a certain repression, a certain frustration with not being able to necessarily achieve what you know in your heart in the world, a risk of not being able to quite get there. It's a displaced repression onto the national stage. That's why when we say, in a little bit feeling, China is great, am I great too? I'm Chinese. China is great, then I'm great. And this nationalism can be very effectively used in advertising, and it is one of the common aims China's greatness as a nation relative to the rest of the world. This is targeted exclusively at young people; nationalism does not work for older people, but patriotism does. The next commercial that I'm going to play is a Coke commercial where I believe this is Li Tie, soccer, OK, going out to a world tour, bringing China's glory everywhere. I want to say that this commercial would've never won in America. We have our own American glory despite our patriotic American desire. This is a Chinese commercial in the fullest sense of the word. Yao Ming, China Unicom, guess how much money China Unicom spends on his powerful advertisement? It spends 4.8 million RMB on this, on this endorsement. Why? Because Yao Ming is a national hero. China Unicom is the telecommunications company of the future. We're working with China Unicom right now to try to help them figure out a way to better use Yao Ming as more than just a nationalistic icon. But ultimately, it's working, and Still, it's got high awareness. Everybody knows that Yao Ming was associated with China Unicom. You can call into advertising even

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