Branding in Advertising

1 Introduction

The essay will discuss the important of branding in advertising and the effect of pattern of “BuZi” on advertising.“BuZi”is an embroidery product on the official rode in Ming dynasty，and Popular in the Qing Dynasty.The shape are circle or square.It has two kinds of pattern，and different kinds of pattern for different kinds of officials.In my essay，First，it will introduce something about semiotics of animals.Secondly，it is going to explain the important of branding in advertising and give some examples.Lastly，disscuss the links between “BuZi” and advertising and conclude the thesis.

2 Semiotics of animals

“Buzi” has two kinds of pattern，and different kinds of pattern for different kinds of officials.One is poultry，like wild goose，egrets，golden pheasant etc.Another is the beast，like tiger，bear，lion etc.On the one hand，the birds represent elegance and gentle.This feeling like literati temperament .So this pattern is suitable for civilian.On the other hand，the beast represent brave and intrepid.This pattern able to reflect a countrys fighting force.So this pattern is suitable for military offer.

2.1 Importance of branding in advertising

Advertising is a great variety.Whether its the means of expression or the means of marketing are different.Advertising will adjust to their different plans for achieve the best effect.For example，luxury brands show up in the high end.However，toys brands show up in a shallow way and try to make it interesting.Advertising for different needs to change.Than it can suitable for the products proposition and make the product get worth.Shruti Jain said “Advertising is another component of your brand.Both the medium chosen and demographic targeted for advertisements builds a brand.All companies spend a considerable budget on their branding–making good visibility of their products.”（Jain，S 2016） So it is important of branding in advertising.There are three brands，Hernes Birkin，WangWang and NIKE.Though these examples，it can prove the opinion.

2.2 Hernes Birkin

Hernes Birkin as a luxury brand is the escape to every woman.However，not everyone can pay for it.The consumer of Hernes Birkin are rich and hign-end.Of course，advertising of Hermas also are hign-end.In these advertising，every shot is a fashion blockbuster.It needs to use gorgeous lenses to show the advanced and fashionable products.These advertising like art that rich woman want and these are high cost.Although it just for the few，it is worth it.Its product value is higher than these advertising costs.And people will feel that the more advanced the advertising are，the more advanced these products are.Because it is the most suitable way for the brand and that the few.Luxury brand need this kind of advertising to marketing.

2.3 WangWang

WangWang，a brand of childrens snacks.Its product are sugar，snow cake and drinks.Advertising of WangWang is simple and funny.It does not have any diffcult techniques to do these advertising.The style is relaxed and easy to understand for children.Although is low cost，it can realize the value of itself and achieve the publicity effect.The reason is that style and method are suitable for its brand positioning.There is a classic example about WangWang s drinks advertising.The whole advertising is just a boy sing.“I want Opap，I want Opao，Opao drink ，I want .” it just a simple song but it is easy to remember.However，the advertising was well come by children and make the drink was knew for more people.

2.4 NIKE

NIKE is a sports brand.It aims to sell to young people.So it use some young methods to show its brand image.And in these advertising，take extreme sports and young people as the main.And the style is youth ，power and energy.Using this type of spokesperson to convey a kind of sportsmanship.The most impressive one is his advertising ord “Just do it ”，which inspired many young people to work hard and brave to do .The vitality of this young people is attracted by the vitality of advertising.On the other words，these advertising help NIKE to create its brand and guide consumers to understand his brand image and brand concept correctly.

3 Conclusion

It is the important of branding in advertising.on the one hand，the brand determines the direction of the advertisement.On the other hand，advertising help a brand to create its brand image.The most important is use the right brand in advertising.If a brand choose wrong advertising，all the thing will be wrong.In the essay，it introduced what is “Buzi” and the thesis.Then，it talked about Semiotics of animals.Lastly，it discusses the important of branding in advertising and gave examples of three brands to prove it.

作者簡介

刘雪岩（1998.01—），女，汉族，籍贯：河北保定，本科在读，研究方向：广告学发展。