Publikumsapplaus ertönt als der Moderator seinen nächsten Gast ins Studio bittet. Es handelt sich um eine Frau in ihren Mitte 50ern, sie nimmt Platz, es wird still, alle Augen sind auf sie gerichtet, jeder ist gespannt ihre Geschichte zu hören. „Sie sind heute wegen Ihres Ehemannes hier“, beginnt der Moderator das Gespräch. Tragische Musik wird aus dem Off eingespielt. Die Frau erklärt uns, dass Ihr Mann - seit jeher ein leidenschaftlicher Kettenraucher - vor einem Jahr an Lungenkrebs gestorben ist und sie mit ihrem 8 jährigen Sohn alleine zurückgelassen hat. Unter Tränen liest sie uns seinen Abschiedsbrief vor, den er auf dem Sterbebett in seinen letzten Stunden geschrieben hat. Wie selbstsüchtig er nicht war und trotz aller Versuche by the wife has never given up smoking. The theme of today's program: Smoking and its disadvantages. As if this tragic fate of individuals and countless health studies were not proof enough, is carried out following the eyes of the viewer an experiment. Five rats were kept in sealed glass box, then a machine cigarette smoke pumped into the box. After 2 minutes, the machine is stopped, the lid of the container removed, the smoke dissipates slowly. All five rats lie motionless, carried off elendlig, some still twitching her delicate legs, the audience is shocked. With a serious expression, the moderator turns to the audience in front of the TV screens: "Smoking ist tödlich…..Deshalb haben wir jetzt die Ehre Ihnen ein neues revolutionäres Produkt vorzustellen. Die gesunde und absolut ungefährliche Wasserstoffzigarette ohne Nikotin, mit der Sie nur Wasserdampf rauchen!“. Was auf den ersten Blick wie eine etwas seltsam anmutende Talkshow aussieht, entpuppt sich nach einer Weile als Dauerwerbesendung. Willkommen auf dem chinesischen Verbrauchermarkt.
Werbung ist in China so allgegenwärtig wie die unzähligen Chinesen selbst. Speziell in der Hauptstadt Beijing: Denn Werbung auf der Straße, in Restaurantspeisekarten oder im Fernsehen zählen noch zum Standardrepertoire. Im Gegensatz zum Westen ist Werbung in China nicht an eine gewisse Platzvariable gebunden. Werbung gibt es so for example, not only in an underground station and on trains, but also in the tunnels between the underground stations. This is achieved through numerous flat screens on the side walls of the tunnel, simple flip-book technology. The fact that the national television programs during commercial breaks there is, of course. But on TV goes one step further than here. So it is entirely normal advertising in China in the form of a (sometimes even animated) logos during movies in a corner of the screen display. Continuously. Also on the west frowned upon repeated successive repetition of individual advertisements within a commercial break is commonplace.
No question, the great Chinese Is a highly competitive market, the possibility of mass consumption still a relatively new. should It was only in the 80s when the Communist Party next to the socialist planned economy also allowed more and more isolated forms of private sector, which assume over time the upper hand and so eventually make China's economic growth has been substantial. Million people had been transported out of poverty almost overnight into a modest life of prosperity. Since the early 90s and reinforced since the turn of the millennium is the possibility of consumption, however, ever larger masses have been possible. Beijing's Wangfujing shopping streets like Shanghai or Nanjinglu are now as a fixed point of the weekend program of each Großstadtjugedlichen here to stay, shopping is regarded as a sport. From consumer society movements and the West is in China to feel anything yet. On the contrary: In the Middle Kingdom is openly boasted wealth.
Clearly this example is based on a currently very popular infomercial on television. The advertised product is a cheap imitation iPhone for the equivalent of just under 100 €. Besides the mandatory features for such devices such as camera, MP3 player, TV reception etc offers this phone but a bit noisy advertising "special" to. As an additional part of a Bluetooth Sunglasses is touted The headset features a built-in and can be used thus connected via Bluetooth to the phone as a headset. The central protagonist of marketing is a semi-strong Chinese company president who brings every conceivable occasion his colleagues and friends with his new phone to be amazed. Absolutely unbeatable, of course, is the Bluetooth sunglasses. He runs one day with an attached sun glasses in his convertible and the sexy secretary in the passenger seat rings through the streets when suddenly his cell phone. He casually picks up the line on the sunglasses, the secretary falls from the clouds. The first argument of advertising: road safety by using a speakerphone. But the second much more important argument is informed more subversive: the call is finished, our boss puts a button on the sunglasses, the sexy secretary in amazement: "Wow! With these glasses you can make calls even Sunny! Boss, you are soooo rich! "Satisfaction comes grinning head of the company on the accelerator and drives off the screen.
The fact that this attempt with a cheap product has a certain air of wealth is suggereieren, says a lot about the modern Chinese consumer society or an individual target groups. As mentioned money in China, in contrast to the West mostly associated with positive values, a so-called society is little to envy not established. The addressed mobile advertising is a prime example. Do you have money, you have the fastest convertibles, the most beautiful women and the latest technology bells and whistles like an iPhone. Also: The real Apple iPhone, which until before November 2009, China was not yet available, could be acquired only with difficulty his time abroad. Anyone who has an iPhone also had some of the small change in the corresponding trips have abroad. But what no one knows except for you: For the alleged iPhone with Bluetooth sunglasses you do not have to fly, to America or Europe. It has cost you in truth not even 100 €, a relatively low price, trotzdem wirst du damit nach Außen hin den Wohlhabenden abgeben können.
Ähnlich wird in anderen Handy Werbungen gearbeitet: Unzählige Fake Mobiltelefone werden neuerlich in Werbungen durch ihr spezielles Design als etwas Besonders oder Wertvolles dargestellt. Elemente, die den Wert eines Handy aus der Sicht eines Außenstehenden in die Höhe treiben sind „Gold“beschichtungen, „Diamanten“ an der Außenhülle sowie personalisierte Gravuren am Gerät. Dinge, deren Echtheit im Sinne von Qualität bei einem Verkaufspreis von durchschnittlich 80-100€ stark bezweifelt werden darf. Natürlich weiß jeder halbwegs nicht realitätsfremde Kunde, dass es sich bei so einem Angebot These are cheap imitations. But this quasi unspoken fact is like a secret between buyer and seller. For a layman, the difference between a glass diamond little to nothing of a real diamond. And that is precisely the point, once a break from everyday life and "his kingdom" play. A phenomenon that may in emerging countries like China will not work in rich industrialized countries with a rather small difference between rich and poor. This trend is supported by the fact that branded goods in China (yet) have little or no meaning - that is the average Chinese consumer too pragmatic. "Why should I buy a Levis jeans if I ask for the same price three get fake copies? ".
But the relatively new Chinese market also has its negative sides. Thus, the proportion of extremely dubious advertisements or promotional methods is considered incredibly subjective to the boom. A kind of "classic" is the vast majority of "breast enlargement products" dar. The target group for such a product is, after the Asian market over there - one must therefore, only the product of the man (or rather the woman) before use. The fruit seller at the roadside advertises its papayas, which is said to encourage regular use in breast growth. A few hundred meters of the pharmacist provides the latest Ointments for direct application to the breasts - guaranteed success. At the same time praised the vendor of your tea next door to its newest product: A Komsum of only 2 tea bags per day, the breasts may, within one month to grow a cup size. Regardless of ridicule be applied by all similar products in TV infomercials. At exorbitant prices, of course. It is similar to other products advertised on TV especially: a top modern at first glance, to just under 300 € laptop? An "iPhone" at 10 € (yes that's right, ten euros) including 100 € call credit? Of course, would in the West any halfway normal thinking person with such offers are suspicious and immediately look for the so-called crux of the matter. But not in China. But the market and individual customer is too inexperienced. Consumer protection in China still a foreign word to a few incidents, there have been more in order to deal with this issue.
scene change. We are located in Shenzhen, a city in south China's Guangdong Province. As a neighboring city in the west of Hong Kong marked (only separated by a river) and one of the first special economic zones of the Republic of China, this city within 30 years, the transformation from a nondescript rural area to the emerging metropolis completed and is now considered the city with the highest per capita income in the People's Republic - even higher than that of the capital Beijing and the financial center of Shanghai. When you arrive in Shenzhen, one can perceive the richness of this city formally, he is like a smell in the air - a smell which are followed in the meantime, more and more people looking for happiness and prosperity in the booming metropolis. The streets are clean (and not just in the center), people wear expensive clean clothes and put Western manners of the day, do not spit on the street, can in the subway other passengers get attention first, your cars do not talk like crazy and even surprise gut Englisch. Nicht nur die wirtschaftlichen Beziehungen des Großhandels zwischen Shenzhen und Hong Kong florieren, auch der Individualkonsum blüht. Die Grenzbrücke über den Sham Chun Fluss, an deren einem Ende die Shenzhener Ubahn endet und an deren anderem Ende die Hong Konger Ubahn beginnt, wird tagtäglich von tausenden Fußgängern passiert. Unzählige Leute fahren jedes Wochenende zwecks Shopping für einen Tagesausflug nach Hong Kong und umgekehrt, Shoppingcenter sind im lokalen Reiseführer von Shenzhen als „Top Priority“ Sehenswürdigkeiten markiert. Jährlich werden zu Zeiten diverser Festtage wie zB Weihnachten, Neujahr oder chinesisches Neujahr - der Hochsaison des Indivualverkehs in China - neue Grenzübergangsrekorde set up, hours of waiting at the bridge is the norm.
This year has been the traditional lunar calendar, the advertising industry a spanner in the works and the worst case scenario of each advertising strategists made a reality. For the annoyance of the dealer and department store owner is the Chinese New Year (Chunjie) this year with Valentine's Day together on the same day (February 14) - which corresponds to the collapse of the Mother's Day to Christmas in the West. On that the mass consumption may stagnate in the Middle Kingdom, perhaps only one day of the year!
Werbung ist in China so allgegenwärtig wie die unzähligen Chinesen selbst. Speziell in der Hauptstadt Beijing: Denn Werbung auf der Straße, in Restaurantspeisekarten oder im Fernsehen zählen noch zum Standardrepertoire. Im Gegensatz zum Westen ist Werbung in China nicht an eine gewisse Platzvariable gebunden. Werbung gibt es so for example, not only in an underground station and on trains, but also in the tunnels between the underground stations. This is achieved through numerous flat screens on the side walls of the tunnel, simple flip-book technology. The fact that the national television programs during commercial breaks there is, of course. But on TV goes one step further than here. So it is entirely normal advertising in China in the form of a (sometimes even animated) logos during movies in a corner of the screen display. Continuously. Also on the west frowned upon repeated successive repetition of individual advertisements within a commercial break is commonplace.
No question, the great Chinese Is a highly competitive market, the possibility of mass consumption still a relatively new. should It was only in the 80s when the Communist Party next to the socialist planned economy also allowed more and more isolated forms of private sector, which assume over time the upper hand and so eventually make China's economic growth has been substantial. Million people had been transported out of poverty almost overnight into a modest life of prosperity. Since the early 90s and reinforced since the turn of the millennium is the possibility of consumption, however, ever larger masses have been possible. Beijing's Wangfujing shopping streets like Shanghai or Nanjinglu are now as a fixed point of the weekend program of each Großstadtjugedlichen here to stay, shopping is regarded as a sport. From consumer society movements and the West is in China to feel anything yet. On the contrary: In the Middle Kingdom is openly boasted wealth.
Clearly this example is based on a currently very popular infomercial on television. The advertised product is a cheap imitation iPhone for the equivalent of just under 100 €. Besides the mandatory features for such devices such as camera, MP3 player, TV reception etc offers this phone but a bit noisy advertising "special" to. As an additional part of a Bluetooth Sunglasses is touted The headset features a built-in and can be used thus connected via Bluetooth to the phone as a headset. The central protagonist of marketing is a semi-strong Chinese company president who brings every conceivable occasion his colleagues and friends with his new phone to be amazed. Absolutely unbeatable, of course, is the Bluetooth sunglasses. He runs one day with an attached sun glasses in his convertible and the sexy secretary in the passenger seat rings through the streets when suddenly his cell phone. He casually picks up the line on the sunglasses, the secretary falls from the clouds. The first argument of advertising: road safety by using a speakerphone. But the second much more important argument is informed more subversive: the call is finished, our boss puts a button on the sunglasses, the sexy secretary in amazement: "Wow! With these glasses you can make calls even Sunny! Boss, you are soooo rich! "Satisfaction comes grinning head of the company on the accelerator and drives off the screen. The fact that this attempt with a cheap product has a certain air of wealth is suggereieren, says a lot about the modern Chinese consumer society or an individual target groups. As mentioned money in China, in contrast to the West mostly associated with positive values, a so-called society is little to envy not established. The addressed mobile advertising is a prime example. Do you have money, you have the fastest convertibles, the most beautiful women and the latest technology bells and whistles like an iPhone. Also: The real Apple iPhone, which until before November 2009, China was not yet available, could be acquired only with difficulty his time abroad. Anyone who has an iPhone also had some of the small change in the corresponding trips have abroad. But what no one knows except for you: For the alleged iPhone with Bluetooth sunglasses you do not have to fly, to America or Europe. It has cost you in truth not even 100 €, a relatively low price, trotzdem wirst du damit nach Außen hin den Wohlhabenden abgeben können.
Ähnlich wird in anderen Handy Werbungen gearbeitet: Unzählige Fake Mobiltelefone werden neuerlich in Werbungen durch ihr spezielles Design als etwas Besonders oder Wertvolles dargestellt. Elemente, die den Wert eines Handy aus der Sicht eines Außenstehenden in die Höhe treiben sind „Gold“beschichtungen, „Diamanten“ an der Außenhülle sowie personalisierte Gravuren am Gerät. Dinge, deren Echtheit im Sinne von Qualität bei einem Verkaufspreis von durchschnittlich 80-100€ stark bezweifelt werden darf. Natürlich weiß jeder halbwegs nicht realitätsfremde Kunde, dass es sich bei so einem Angebot These are cheap imitations. But this quasi unspoken fact is like a secret between buyer and seller. For a layman, the difference between a glass diamond little to nothing of a real diamond. And that is precisely the point, once a break from everyday life and "his kingdom" play. A phenomenon that may in emerging countries like China will not work in rich industrialized countries with a rather small difference between rich and poor. This trend is supported by the fact that branded goods in China (yet) have little or no meaning - that is the average Chinese consumer too pragmatic. "Why should I buy a Levis jeans if I ask for the same price three get fake copies? ".
But the relatively new Chinese market also has its negative sides. Thus, the proportion of extremely dubious advertisements or promotional methods is considered incredibly subjective to the boom. A kind of "classic" is the vast majority of "breast enlargement products" dar. The target group for such a product is, after the Asian market over there - one must therefore, only the product of the man (or rather the woman) before use. The fruit seller at the roadside advertises its papayas, which is said to encourage regular use in breast growth. A few hundred meters of the pharmacist provides the latest Ointments for direct application to the breasts - guaranteed success. At the same time praised the vendor of your tea next door to its newest product: A Komsum of only 2 tea bags per day, the breasts may, within one month to grow a cup size. Regardless of ridicule be applied by all similar products in TV infomercials. At exorbitant prices, of course. It is similar to other products advertised on TV especially: a top modern at first glance, to just under 300 € laptop? An "iPhone" at 10 € (yes that's right, ten euros) including 100 € call credit? Of course, would in the West any halfway normal thinking person with such offers are suspicious and immediately look for the so-called crux of the matter. But not in China. But the market and individual customer is too inexperienced. Consumer protection in China still a foreign word to a few incidents, there have been more in order to deal with this issue.
scene change. We are located in Shenzhen, a city in south China's Guangdong Province. As a neighboring city in the west of Hong Kong marked (only separated by a river) and one of the first special economic zones of the Republic of China, this city within 30 years, the transformation from a nondescript rural area to the emerging metropolis completed and is now considered the city with the highest per capita income in the People's Republic - even higher than that of the capital Beijing and the financial center of Shanghai. When you arrive in Shenzhen, one can perceive the richness of this city formally, he is like a smell in the air - a smell which are followed in the meantime, more and more people looking for happiness and prosperity in the booming metropolis. The streets are clean (and not just in the center), people wear expensive clean clothes and put Western manners of the day, do not spit on the street, can in the subway other passengers get attention first, your cars do not talk like crazy and even surprise gut Englisch. Nicht nur die wirtschaftlichen Beziehungen des Großhandels zwischen Shenzhen und Hong Kong florieren, auch der Individualkonsum blüht. Die Grenzbrücke über den Sham Chun Fluss, an deren einem Ende die Shenzhener Ubahn endet und an deren anderem Ende die Hong Konger Ubahn beginnt, wird tagtäglich von tausenden Fußgängern passiert. Unzählige Leute fahren jedes Wochenende zwecks Shopping für einen Tagesausflug nach Hong Kong und umgekehrt, Shoppingcenter sind im lokalen Reiseführer von Shenzhen als „Top Priority“ Sehenswürdigkeiten markiert. Jährlich werden zu Zeiten diverser Festtage wie zB Weihnachten, Neujahr oder chinesisches Neujahr - der Hochsaison des Indivualverkehs in China - neue Grenzübergangsrekorde set up, hours of waiting at the bridge is the norm. This year has been the traditional lunar calendar, the advertising industry a spanner in the works and the worst case scenario of each advertising strategists made a reality. For the annoyance of the dealer and department store owner is the Chinese New Year (Chunjie) this year with Valentine's Day together on the same day (February 14) - which corresponds to the collapse of the Mother's Day to Christmas in the West. On that the mass consumption may stagnate in the Middle Kingdom, perhaps only one day of the year!
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