Hitachi new "tapir" image series of advertising is an important measure taken to change the Chinese market Hitachi cognitive dislocation of reshaping corporate image. Through the "tapir" prototype traceability, the cartoon image of the design ideas, the concept of enterprise of interpretation and advertising medium strategy analysis, found the Hitachi advertising respond well to the design of our country faced "the traditional elements in modern design conversion" the real problem. In most enterprises of our country face reshaping the enterprise transformation and the background of the brand, Hitachi this advertising strategy for Chinese enterprises to upgrade transformation and shaping the international brand to establish a frame of reference.
日立新的”梦貘”形象系列广告是日立为改变中国市场对企业的认知错位而采取的重塑企业形象的重要举措。通过对”梦貘”原型的追溯、卡通形象的设计思路的解读、企业理念的阐释方式以及广告的媒介策略等的辨析,发现日立广告较好地回应了我国设计所面临的”传统元素的现代设计转换这一现实问题在我国企业普遍面临着企业转型和品牌重塑的背景下,日立的这一广告策略为我国企业升级转型和塑造国际品牌树立了一个参照系”。