In this session of the International Forum on non-Heritage Festival, one called Vlado kristl · kafutanjiyefu participants were particularly striking, the Bulgaria international communications experts in the field of nationality of the foreigner is, in addition to acting as tutor at the University of, is also one of the world's third largest advertising Festival United States global judges of the International Advertising Festival in New York. Founded in 1957 of the United States New York Advertising Festival, the selection of works is considered to be in their respective fields “ &rdquo world's best works. And he spoke at the Forum on the theme of the cultural heritage of China and its influence on contemporary Western market marketing communications, speaking as the pressure axis of the entire Forum, reflected their influence. After the end of the Forum, Vlado kristl · kafutanjiyefu accepted an exclusive interview with our reporter talked about him in the eyes of the intangible cultural heritage protection and international dissemination of Chinese image, he is mentioned in Chengdu with Panda theme cities international marketing is a great success.
Achievement
shocked China heritage protection; Because vivid close non-heritage festival in itself is a successful advertising
In all the Forum participants surveyed, Vlado kristl · kafutanjiyefu left reporters most impressed. Because the interview is carried out by the temporary placement of over-the-counter lounge at the hotel, grow sofa is placed in a bar, so Exchange only side face each other. In order to facilitate communication, reporters sit Vlado kristl · opposite the kafutanjiyefu rug, it can hear clearly what he meant. Did not expect, the reporter had just sat down, Vlado kristl · kafutanjiyefu also immediately got up on the sofa, motioned to reporters turned back, he has to sit on, “ we face to face, by some, more equal, so that I prefer. &Amp;rdquo; said to show a sincere smile.
&Amp;ldquo; before organizing Committee told me, I hope that I can work for the protection of intangible cultural heritage of China some advice, but I came to see a number of non-heritage project in China, such as Sichuan embroidery, I love, it's beautiful. I found that I should not be to make recommendations, but to learn, I think on the intangible cultural heritage of China have come to the forefront of the world. &Amp;rdquo; Christowe · kafutanjiyefu says &ldquo China project does not just belong to the intangible cultural heritage of China, is the world's wealth, “ an art, a skill can survive intact after thousands of years, it was a miracle, is the wealth of mankind. ”
Mentioned is held of third session non-left section, he be has is high of evaluation: “ by vivid of site show, and performances, let visit who at a glance to know has non-left what is what, why will has so high of value, even audience will because this site watch, touches interest, from a is strange, even indifferent of feeling, change for wanted to know, even favorite yearning for of feeling, this is non-left section held is large of significance. From the perspective of dissemination of marketing said that non-Heritage Festival is a great success, which is itself a huge ad, because the section was not left by people have a sense of a lively, intimate feeling naturally remember!”
Fascination with Sichuan spicy fragrance
&Amp;ldquo; no one can ignore the influence of Chinese traditional culture to the world ”
Vlado kristl · kafutanjiyefu is particularly referred to the cultural heritage of Chengdu in Sichuan, “ really rich, mining of many elements. &Amp;rdquo; in addition to the Sichuan embroidery itself, he felt that Sichuan embroidery production process is enough to make Western visitors feel fresh and amazing. In addition, he also particularly fond of Sichuan Opera, “ then it is a very good performance. &Amp;rdquo; Christowe · kafutanjiyefu on China's development was lamented, “ such as Beijing, Shanghai and other places in China, I think have developed particularly well, has the modern cities of developed countries in the world there is no difference. &Amp;rdquo; though first came to Chengdu, but Vlado kristl · kafutanjiyefu admitting that they are like the city, “ King, human beauty, culture is strong, the most important food is delicious. &Amp;rdquo; Christowe · kafutanjiyefu laugh themselves since began to study Chinese culture, hooked onEating Chinese food, but unfortunately I will not do. &Amp;ldquo; this time come to Chengdu, and really see what is the most delicious dishes. &Amp;rdquo; said to reporters made the tongue is hot to expression, &ldquo and although very exciting, but I like it very much. &Amp;rdquo; he also revealed that by accident after eat a bowl of Tan-Tan Noodles on the table, find special appetite, could not help but returned exclusively to the shop after eating one, “ I once ate a few big bowls of Oh!” a happy expression face amused by all the people present.
Vlado kristl · kafutanjiyefu told reporters that his concern as early as 6 years ago to China, and to China's keen interest in cultural heritage. This is select China culture heritage and on contemporary Western market marketing spread of effect under this a topic, is because he think China traditional culture on world of huge effect, “ now China element has penetration to has world of each a corner, for example now is released of Kung Fu Panda 2 under, although I also no see, but I think this is China element has into Western most intuitive of performance. No one can ignore the influence of Chinese traditional culture on the world, we should attach importance to this point. ”
Dialog
Transmission of elements to the West in China set a good example of Chengdu
&Amp;ldquo; in Chengdu, capital of the Kingdom of Giant Panda ” this was an excellent dinner!
As international experts from the advertising community, Vlado kristl · kafutanjiyefu, referring to China's foreign dissemination when building a national image, Chengdu City international marketing is appreciated, in particular the select element as a city in China that has a symbolic significance of the pandas publicity carriers of very clever.
Importance to the analysis of audience's psychology
China's world is becoming more and more high
This reporter (following short “ remember ”): you is advertising aspects of expert, on international marketing is has research, now China is attention in external spread in the shaping image, you has what recommendations did?
Vlado kristl · kafutanjiyefu (following short “ grams ”): I was told you, not only is China in external shaping image, should said actually Western also increasingly concern China. Especially the last 10 years, China in the world situation is becoming more and more important, presented to the world market increasingly widespread, many Western companies have begun to learn to do some Chinese cultural concepts of advertising. For example, the Dragon legends are evil in the West, when advertising to General Electric in China, but like the Chinese use it as a Justice of the beast in publicity, broadcast in China received high recognition. There is a very important thing, is today, I mentioned several times in his speech, first of all, to figure out what each other's needs, what preferences are, we do not only stand in their own voice in terms of. Just like I like to talk to you face to face, because we tend to have a sense of closeness. External communications marketing and more so, should not be unilateral understanding. I have seen a Chinese movement in the West brand advertising, it is used as the background blur busy audience. Such advertising may be in China is appropriate, but in the West is very easy to create resistance, because Western audiences on this sea of collective behavior not understand. However, I found on the external communication has become increasingly advanced, on the analysis of the audience began to go into.
Refined
wonderful advertisements; &Amp;ldquo; Panda capital ” to the impressive
Note: before you to non-left section on Chengdu understand?
CA: of course know! although did not come to Chengdu, but I have many channels to the Chengdu giant panda in China's national treasures.
Reporter: do the Kung Fu Panda 2 seen? it appears in many ofElement creative inspiration from Chengdu.
CA: Unfortunately, I haven't got a chance to see this movie. But I think, select as Chengdu Giant Panda's external marketing communications carrier is a very clever move. I recently saw a documentary on TV documentary about giant pandas, which refers to Chengdu, Chengdu, I saw a lot of scenes, such as Sichuan Opera face changing, hot pot, the host of immersive experience, I think it is very attractive. I believe that after such a film broadcast will let audiences have a keen interest in Chengdu in the West, and even wanted to travel on the ground in Chengdu, hold hold a giant panda. There is a word in, described the Chengdu is the capital of the Kingdom of giant pandas, to the left a deep impression on me. &Amp;ldquo; &rdquo, the capital of the Kingdom of giant pandas;, it it's great to have, people remember the name of the city of Chengdu. From my research experience on China, I think the external dissemination of Chinese elements in Chengdu, have come in the forefront of building a city image, psychological research on Western audience. Implantation of Chinese elements through television, is a very good propagation vector, in the West, the characteristics of film and reality TV audience of recorded programs are very popular, other cities in China can learn.
