Multicultural Marketing Communication

The Description and Case Analysis of the Advertisement for pre-paid telephone cards –EASYOWN (or called as Walking around Shenzhou) Launched by China Mobile

Slogan of Easyown - It's easy to own and easy to use!

http://v.ku6.com/show/aFAckwyLBbLpBOMF.html

The above is the link for the advertisement for pre-paid telephone cards of China Mobile Brand-Easyown in which Ge You, one of the most recognizable comedy actors in the Mainland, plays a role as a civilian sitting in the restaurant surrounded with a lot of people eating in this restaurant. He has been well known for his wonderful acting skills and won favorable recognition among not only the elder but also the adolescents for the humorous roles he played. Probably because his role always arouses the sympathy and deep thought over the experiences audience had in the past life. He always acts some parts as an unimportant one that looks like a person not easily approachable but very willing to help those around them and make contribution to the others and society. Therefore, he received a great deal of attention and support from civilians living under the lower social classes in China, like students, peasants, migrant workers with lower income and great expectations over the future in big cities. I think that is why China Mobile invited him to do his role in such an advertisement for pre-paid telephone cards designed to meet the demands of those users.

Moreover, the advertisement adopts a kind o f style of selecting the Ge You, well-known for its famous comedy acting skills and with his image like a civilian, which is very easy to evoke the same feelings from the products’ potential users: that is, it is very convenient and economical to use such a pre-paid telephone card and save money more for those users who may just stay in big cities temporally. Then the role Ge You played in the advertisement seems like convincing the people in the same table eating with him by saying that: “To be frank, I don’t mind...