中国青少年研究 JWT（消费者研究）报告.pptVIP

民族主义的理想Nationalist Ambition 受挫的雄心壮志，但通过社会普遍认可的民族主义荣誉来得到满足 Frustrated individual ambition displaced onto socially endorsed nationalist expression 广告片：可口可乐TVC: Coca Cola 广告片：耐克TVC: Nike 一个新的混沌的世界A New World Disorder 眼花缭乱的不同生活方式的选择 Explosion of Life style Choices 很少有同龄人的角色榜样 Few generational role models 迷失方向／焦虑 Disorientation/ Anxiety 品牌作为良方 Brand as therapist 青少年主题四Youth Theme ４ 品牌作为咨询顾问： Brand as Counsellor: 领导，指引并教授年青一代如何进入新的世界 Lead, guide and teach the younger generation as it proceeds into The New World 广告片：绿箭TVC: Doublemint 广告片：碧浪TVC: Ariel　 广告片：起亚TVC: Kia 道教Taoism 自然纯净，与自然协调发展 Natural purity in tune with nature 个人的发展方向：成为 Individual orientation: Being 真实自然的纯净 Authentic Self Natural Purity 没有猎食之忧No worries of hunting也无耕作之累 Nor labour of towing远离喧嚣的尘世和名利的追逐Away from the worldlyand the race for fame顺其自然而又满足Natural and contented这才是舒适的生活Such is leisure 随着经济越来越向发达的阶段发展，越来越多的保护性的价值观开始主导消费者的行为 As the economy develops into a more advanced stage, more protective values may start to drive consumers 正如我们在日本看到的 As we see in Japan 青少年主题五Youth Theme ５ 针对社会腐败影响的自我净化 Decontamination of the pure individual relative to the corruptive influences of society 茶馆Tea House The Pond Sheltered from Wind “许多人聚集在一起，是一个更加公众的场合。我们男人相互给予对方事业上的支持，并一起分享对生活的领悟。” “It’s a gathering of many people, a more public occasion. We men give each other support for our careers and share understandings about life.” 瑜伽Yoga 瑜伽比一般的体育锻炼更好。它由内而外地净化我的身心。 并使我变得美丽 “Yoga is better than exercise. It purifies me from the inside out. And makes me beautiful.” 温泉Spa “我非常喜欢这种在城市中亲近自然的方式。但是这太贵了！” “I love how we can now get close to nature in the city. But it’s too expensive!” 广告片；立顿TVC: Lipton 广告片：铂金TVC: Platinum 广告片：赛欧TVC: Sail 聪明的导航Clever Navigation The Individual个人 Subtly stand-out　巧妙胜出 Self-Expression　自我表达 Ambitious　雄心勃勃 Disorientation　迷失方向 Purity　净化　 系统　The System 条框分明的　Regimented 受挫的　　　Inhibitive 　冲突的　　　Conflict 腐败的　　Corruptive  The End 结束　The End One party