Advertising Features of Different Countries in the Global Culture

Culture is becoming increasingly global, with the help of Internet, people all round the world are able to have access to be acquainted with diverse features of culture of the whole world. Thanks to television drama, films and novels, it is possible for people to know some basic knowledge about another country's culture and understand the difference. And due to its strong economic power, America manages to spread or push its culture to every corner of the world, and most countries are now quite familiar with the features of America, and it seems that the brands of U.S.A is also or will also be the brands of world. What I want to talk about, however, is the features of advertising of different countries which still hold their own characteristics even with the penetration and encroachment of America's strong threaten. And America itself still possess something other countries won't or unable to accept.

Though the development of Internet is astonishing, video website (YouTube in America, Niconico in Japan and Youku or Tudou in China) and twitters have become daily tools, television is still the main and the most expensive media for advertising. In America, the most important commercial airtime is during the Super Bowl broadcast, and we can find the most creative and interesting advertisements are mostly played during this time. A research by Advertising Age shows that more than half of the audiences watch the program for its creative advertisements and nearly 60% would talk about them afterwards while people talking about the game is less than 50%.(Mingji L., 2009). The Super Bowl is the annual championship game of the National Football League (NFL), the highest level of professional American football in the United States. Because of its high viewership, commercial airtime during its broadcast is the most expensive of the year. Due to the high cost of investing in advertising on the Super Bowl, companies regularly develop their most expensive advertisements for this broadcast. As a result, watching and discussing the broadcast's commercials has become a significant aspect of the event. (Carl Kotala, 2004). The phenomenon is exclusive even in the whole world, and the marketing of the Super Bowl is undisputedly success, which is partly resulted from endeavors of innovation and the break of convention——the most outstanding feature of America and everyone tries to imitate but only a few succeed and no one can surpass up to now. While in contrast to it, the advertisements broadcasted during Spring Festival Gala are criticized for abrupt, uninteresting and end in banishment. And the tender opened on CCTV for next year's advertising time is also spectacular, however just from the perspective of funds and only within insiders. I will explicit it later.

As I have mentioned above, when it comes to originality, it is quite common that America would be named. One of the reasons, I think, is that American