A Comparative Study of "Catch-copies" in Automobile Advertisement between China and Japan

Sun Hui

Advertising is a fine way to display goods or services including its uses to people and is the most efficient means of promoting sales for a company. The advertisement has played an important role and has also had great influence on the change of people's consumption consciousness in both China and Japan. This research is to reveal the features of automobile advertisements in China and in Japan through the comparison of automobile catch-copies between the two countries, and aims at clarifying the state of automobile advertisements. Catch-copies in the advertisements of passenger cars were investigated on the main daily newspapers from January, 2000 to July, 2001 of both the countries. More copies in Japan turn out to stress the additional function of automobiles, which emphasizes the cultural and mental aspect of the car. On the contrary, Chinese copies aim more at the practical aspects such as the price or the efficiencies of the car than Japanese ones. Furthermore, it is revealed that the copies in Japan have much more foreign words written in katakana or the Roman letters than copies in China almost written in Chinese characters.

A Comparative Study of "Catch-copies" in Automobile Advertisement between China and Japan

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