| Hong Kong is a city inclined toward
red; in Thailand the color is yellow; India leans toward reds and oranges. These
are not political colors, but colors that suggest religious beliefs. To an Asian colors are full of beliefs, religious and otherwise. To the Chinese, red is very lucky, but to Thais yellow brings good fortune. The combination of blue, black, and white is, to the Chinese, suggestive of a funeral. Many Western businessmen believe that most Asians have become Westernized(西方化) in their outlook. This is true in part. But Westernization and education do not usually completely replace the culture and beliefs of an Asian's forefathers. They tend instead to make a more sophisticated combination of his culture and religious bonds. The approach required to sell an Asian any commodity must follow the basic formula of catering(迎合) to national pride, acknowledging equality, and understanding the Asian's beliefs. Color is a touchy thing. Advertisers are advised to take into consideration the religious and superstitious(迷信的) beliefs connected with colors before using them. The color combinations of green and purple are acceptable throughout Asia as these colors seem to have been worn by religious leaders in earlier times. However, using one or both of these colors is no guarantee of sales, as a prominent manufacturer of water-recreation products learned in Malaysia. Its home office received heated request from its distributors to stop shipments on all products colored green. The distributors reported that numerous customers associated the color green with the jungle and illness. |