Abstract
Ferrero Rocher, an Italian chocolate that ranks among the top three on various sales charts every Valentine's Day, quickly captured the Chinese chocolate market and gained recognition from the Chinese people since the establishment of its official distribution in China in 1994. In 2014, Ferrero released a mini-film advertisement "Layers of Thought, Layers of Joy" that attracted a large number of consumers' attention, triggering extensive discussion and boosting the brand image of Ferrero in China, and promoting the sales of Ferrero Rocher chocolate series in China. Therefore, based on the Ferrero mini-film advertisement "Layers of Thought, Layers of Joy" and the development of related products such as Nutella and Kinder Joy, this study will explore the form, narrative technique, marketing strategy, and emotional appeal behind the advertisement from the perspective of advertising psychology theories.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
