Reflection Paper for Exchange Tour

After the Taiwan study tour, it brings a new experience for me. I found that Taiwan’s development of advertising industry is diversified and integrated with local culture. Besides, this study tour also surprised me that Taiwan people not only show there kindness and passion in social life, but also can find in different scenario like advertisement, exhibition etc. This tour it let me realize the deficiencies of Hong Kong advertising industry.

After visit famous advertising agency in Taiwan like Leo Burnett and McCann, I found that Taiwan’s advertisement intergraded with Taiwan local culture, which inspired me a lot. One of the case impress me a lot which is Coca-Cola“辨桌” advertisement. It use a special angle to describe Coca-Cola and it full of Taiwan’s characteristic which may let people know more about Taiwan culture.

Moreover Taiwan advertisement is tended to use emotional appeal to persuade audience and try to make resonance with audience. Because I found that the advertisement in Taiwan mostly use storyline to package its product or service, for example the convenience store –Family Mart present its services through a interesting scenario, use children as staff to show Family Mart aims to make people feel like at home and aims to share smile and love to other. I really appreciate Taiwan advertising industry use those warm and touchable story to package the product, because in practically, this can raise people’s interest effectively and build a positive image towards the brand.

On the contrary, Hong Kong advertisers are used to sell the product directly, although this method can directly show the product to customer, it can’t effectively make a recall from customer. Thus if Hong Kong’s advertiser can learn and integrate style of Taiwan’s advertisement, it may create more successful advertising case in Hong Kong and light up Hong Kong’s advertising industry.

Besides, I also found that Taiwan’s advertising industry make use of different media to...