In 2006, in the first China Element International Creative Competition, the advertisement "Jieba-Get rid of the mud without dyeing the hibiscus" won the China Element Award and the Bronze Award. The picture shows a lotus flower replaced by Jieba washing powder. This idea comes from the allusion of "getting out of the mud without getting stained" in China's ancient prose "Ailian Shuo". The advertising appeal captures the special meaning of lotus white, which is related to Jieba's function of "cleaning, decontamination and whitening clothes". The advertising creativity designed can be said to be unique. However, this work confuses western consumers. Westerners with "straight line" logic cannot understand the direct relationship between "lotus" and "decontamination".

Second, the values of advertising creativity are different.

Collectivism in the east and individualism in the west

China has been a state of etiquette since ancient times, paying attention to "collectivism" and "giving up one's family for everyone", with strict hierarchy and orderly everything; Western culture emphasizes individualism, heroism and individual rights. It can be seen from Chinese and western films that China's films ultimately attribute the glory to the state and the collective, and the protagonist's behavior motivation is often for the benefit of the collective; In western stories, there are many examples of advocating heroism and personal enterprising spirit, from a nobody to a world hero. In advertisements, China often associates products with collectives in order to win the audience's favor. For example, Haier's "Haier, Made in China"; Changhong's advertisement is "serving the country with industry and making the nation rich and strong as its own responsibility";