||In the end of 1978, China started to launch reforms, especially in economy. Thus, the Chinese advertising industry brings the market back; the commercial advertisement rises again. Over twenty years, some advertisement copies have created billions of sales, however, some of the copies was judged without any creativity.|
This paper primarily concentrates on studying the Chinese advertisement copy. In reviewing the studies of the Chinese advertisement, this paper takes the approach of cognitive psychology as a theoretical framework. In Richard Atkinson and Richard Shiffrin’s view, when the information inputs in one’s eyes it will become a short-term memory which stored in human brain, by repeating the broadcast information, which will also become a long-term memory. Eventually, if consumers touch the products, no matter the brand or the advertisement, their memories will be aroused from their long-term memory.
This research concluded that audiences are attracted by the advertisement because of various affective reactions /emotional response. It showed that the advertisement may focus on consumers’ emotional code ─ cultural code. So the copywriter can input the Chinese traditional culture in an advertisement copy such as piety, decorum and familism, it will arouse Chinese emotional response more easily.