Brilliance’s “Dragon” ad reflects a lot of domestic advertising; fantastic graphics of mythical creatures taken from fiction books, games, or movies with some product integration.
The main “creature” used in these ads tends to be derivative, though apparently the reference still sticks to make the advertising effective.
Another good example is Double A, whose ads feature a robot similar to the transformers. When I see these ads around China, I always feel they’re a rip off of the Transformer franchise. But then Double A is one of the best selling paper brands in China… so who cares what I think -
The feeling here is that perhaps Chinese don’t really care that the advertising focus is derivative, and just enjoy being entertained. As in similar ads the button to push is usually one that links your product to Chinese nationalism, to becoming elite and making life easier, to the feeling of escaping from the daily grind getting lost in fantasy (like the ads in this post).
So why do these work? These ads certainly do make life seem more interesting; the boring becomes a bit more tolerable, and viewers are briefly lifted into a “fun” frame of mind.
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