Good patriotic appeal can stimulate the "kindling" of patriotic sentiment buried in consumers' hearts, and for advertising audiences, they can feel a sense of pride and national dignity through this appeal. Especially in recent years, the "Toyota overbearing" and "Panlongzhu" incidents have made this patriotic sentiment gradually rise in the advertising industry. Advertising appeals that embody patriotism can be divided into the following categories:

(1) National identity

National identity is a sense of belonging, which embodies the cohesion and centripetal force of the country. It should also be more about patriotic demands. Tsingtao Brewery, for example, enjoys a high reputation in China, but when it first entered the markets of Hong Kong, Macao and Southeast Asia, it launched a touching advertising slogan "Beauty is not beautiful, hometown water", with a view to promoting and encouraging overseas Chinese to love their motherland and hometown, so as to achieve the purpose of promoting and selling products, and thus achieved great success. In this case, overseas Chinese love their motherland and hometown, which is the embodiment of national identity. In addition, for example, a TV advertisement of sportswear brand Li Ning: There are five China national team members in the picture, with the narration "We all have a dream ~ ~ because we were all born in China." There are "Skyworth Love, China Heart", "Changhong Air Conditioning, Chinese Style" and "Black Hair, Made in China", all of which reflect the sense of identity with the motherland.

There are also many examples of national identity in foreign advertisements. For example, after the September 9LL incident in the United States, United Airlines posted posters with this slogan everywhere in United Airlines airports all over the United States with the slogan "We are United".

(2) National pride

An American TV advertisement for Chevrolet Cabbage, which won the CLIO Prize, is a model of patriotism with national pride. The whole advertisement did not mention any car performance, but repeatedly emphasized the great America and the powerful America through life pictures, scenery, simple and eye-catching slogans such as "America, America ~ ~". This advertisement focuses on arousing consumers' national pride, and at the same time repeatedly implies that "Chevrolet is the United States, and the United States is the Xuefo cuisine", and links this pride with product problems, and is proud of the United States and being an American, and Xuefo cuisine can bring you this pride.

In China, advertisements based on national pride are also common: for example, the carbonated beverage brand "Very Coke" went through this road several years ago, with the advertising slogan "Very Coke, China people's own Coke!" Extremely inflammatory; "Haier, Made in China" and "Made in China a 5 O 5" also have the same effect.

(3) sense of social responsibility

Chongqing Aoni Zaojiao Shampoo Essence TV advertisement: Based on Su Shi's ci "Nian Nujiao Red Cliff Nostalgia", it reproduces magnificent historical pictures such as Genghis Khan shooting an eagle with a bow, Su Wu herding sheep, Guan Tianpei bloody fort and War of Resistance against Japanese Aggression. , with rich music and the bold words of "the river does not return, the waves are exhausted". Finally, it ended with the slogan "The Great Wall will never fall, and domestic products will strive for self-improvement". The whole advertisement is magnificent and makes people sad after reading it. Under the situation that foreign powerful brands enter China with capital, management and scale advantages, it is indeed an urgent responsibility for China enterprises to remain vigilant and work hard. As a result, a strong sense of historical responsibility and mission overflowed the words "The Great Wall will never fall, and domestic products will constantly strive for self-improvement", which caused a great impact on consumers and aroused strong thoughts. Similarly, the El number of Changhong Electric Appliance is "Changhong, supporting China's national industry with industry" and "Changhong, taking industry as its duty to serve the country and revitalize the nation, leave me alone".

(4) National self-confidence

An advertisement calling for national self-confidence, such as a classic advertisement of Kelon Refrigerator, advertised as: China has many firsts going to the world. Today, Kelon refrigerator won the first China refrigerator stationed in the United Nations. It is confident, calm and atmospheric. There are also "Chunlan, a brand going global" and "China people, Qiqiang!" Wait a minute.