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ENGL 354 ENGLISH FOR PUBLIC RELATIONS 3C’S OF AN EFFECTIVE COMMUNICATOR AND PERSONAL BRAND

ENGL 354 ENGLISH FOR PUBLIC RELATIONS 3C’S OF AN EFFECTIVE COMMUNICATOR AND PERSONAL BRAND. Donabel Ong 10908806T Gigi Hung 10911718T Hebe Chung 10900427T Olay Wong 10900140T. TODAY'S AGENDA. BACKGROUND OF JACKIE CHAN CREDIBILITY THEORIES 3c’s of an effective communicator personal brand

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ENGL 354 ENGLISH FOR PUBLIC RELATIONS 3C’S OF AN EFFECTIVE COMMUNICATOR AND PERSONAL BRAND

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  1. ENGL 354 ENGLISH FOR PUBLIC RELATIONS3C’S OF AN EFFECTIVE COMMUNICATOR AND PERSONAL BRAND Donabel Ong 10908806T Gigi Hung 10911718T Hebe Chung 10900427T Olay Wong 10900140T

  2. TODAY'S AGENDA • BACKGROUND OF JACKIE CHAN • CREDIBILITY THEORIES • 3c’s of an effective communicator • personal brand • CONCLUSION

  3. Jackie Chan PORTFOLIO Name: Sing Lung (Chan Kong Sang) Born in 1954, Hong Kong Was sent to China Drama Academy (or "opera school") by his parents at the age of 6 His talent could be seen from his role from stunt coordinator, and then to director Different from Bruce Lee, he developed his own filmmaking style which is HUMOR WITH ACTION Most of his stunts and martial arts skill are designed and performed by his own instead of the others

  4. Jackie Chan The major breakthrough in his career is with the hit “Jui kuen” (1978) Another success is the film series of “Police Story” which were all sizable hits for him, escalating his status to phenomenal heights in Asia and to his loyal fan base around the world A series of “Rush Hour” firmly established Jackie as a bona fide star in the US, and its box office record has not broken by other Asian actors He has over 100 films in his career life so far

  5. 3C’S OF AN EFFECTIVE COMMUNICATOR Credibility Charisma Control

  6. BACKGROUND OF 2 COMMERCIAL ADS Visa Card Commercial Ads (2007) - Hong KongVisa Card Commercial Ads (2007) - Beijing • TV commercial advertisement for Visa Card in 2007 • 2 series of ads related to Beijing 2008 Olympics • The story background : Hong Kong  Beijing • With NBA basketball player Yao Ming • Portray the character of Jackie by his adventure

  7. CREDIBILITY Refers to objective and subjective components of the reliability of a message or person Leads to believe or trust • Expertise • He knows what he’s selling 1. Jackie Chan’s acting 2. Visa card - the easiest way to get to 2008 Beijing Olympic Games • Status • The audience deference Jackie’s social position 1. Best well-known film star

  8. CREDIBILITY • Competence • Able to establish “professional” and “positive” image to public • Honesty • Performs all his own stunts or martial arts skill • No exaggeration

  9. CHARISMA • Familiarity • Audience know the message source since they are familiar with Jackie’s stunts acting • Likeability • Audience admire Jackie’s stunts acting • Similarity • Attractiveness • Physical attractiveness and presence • Hong Kong/ China representative

  10. CONTROL • Power • The ability to exercise control • Jackie is the main character (dominated the scene), exposure more than Yao Ming. In 2010, Jackie is the top China’s celebrity in terms of the strength of his acting and income “In this year's survey Yao actually outranked Chan in income generated; Chan did better in influence on the Web and television.” (Forbes,2010)

  11. CONTROL • Authority • The audience are willing to obey / follow  As an international acting star, Jackie’s unique charisma can attract the audience attention to him as well as the product • Scrutiny • Not able to see through the ads But in reality, he always comments to others or political issue

  12. PERSONAL BRAND

  13. PERSONAL BRAND Product Film: • Participated in over 150 films, most are martial arts film • One of the few actors to have performed all of his film stunts • His unique blend of impressive martial arts and screwball physical comedy => helped make him an international film star • The Jackie Chan Stunt Team – formed with a group of stuntmen and martial artists who work alongside him. The team won over 10 Best Action Choreography Awards in Hong Kong Film Awards & Golden Horse Awards

  14. PERSONAL BRAND Product Jackie Chan Design • Launched in 2006 August • Driven by the imagination and vision of Jackie Chan • The trademark is a combination of “龍” (his Chinese name)& JACKIE • 龍 (Dragon)stimulates meaningful perceptions in audience about the values that he stands for, i.e. 龍 = 成龍 = 龍的傳人(Descendants of Dragon) = Chinese nationality

  15. PERSONAL BRAND Price • Highest paid among Hong Kong actors: HK$ 117 million • Most recent film, <<Chinese Zodiac>>, has grossed over US $138 million at the Chinese box-office (until Feb 15, 2013)

  16. PERSONAL BRAND Promotion A kung fu comedy master in TV commercial • Hefty Ultra Flex garbage bags TVC 2004 • Visa Beijing Olympics TVC 2007 • Kaspersky TVC 2009, 2011 • V8 smoothie TVC 2011, 2012

  17. PERSONAL BRAND Place Chinese Kungfu Star Influencing the Whole World • Entered the Hollywood market as early as 1982 • Total box office of the 3 films of Rush Hour series exceeded USD500 million in North America and USD835 million globally • No other films stared by Asian actors or actresses can make such achievements in the international market till now

  18. JACKIE CHAN'S IMAGEBUILDING • Written and Spoken interaction: • Cantonese native speaker, and fluent Mandarin and English • Appearance: • Big nose, standard short hair style and “Tang Suit” • Interpersonal interaction: • Always use his V shape gesture to communicate with the audience • With his strong leadership and social status, he always takes care of others, such as actors and staff from film production house • Friendly and hospitable

  19. JACKIE CHAN'S IMAGEBUILDING • Networking: • One of the former of Hong Kong Performing Artistes Guild (HKPA) in 1993 • Member of the National Committee of the Chinese People's Political Consultative Conference (CPPCC) • Formed JCE Movies Limited, a film distribution and production company with the principal of Emperor Multimedia Group, Albert Yeung

  20. Is Jackie a good presenter?

  21. No doubt… He is an effective / persuasive presenter in Visa Card Ads 3C’s demonstrate good character Establish strong personal brand Positive Image (a hero, a good person to be inspired) to the audience

  22. On the contrary, his image has been more or less deteriorated by his inappropriate comment/speech on sensitive topic which leads to the political issue. As such, Jackie may not be a good speaker without the script.

  23. THE END

  24. REFERENCES • http://dtop10s.com/top-10-highest-paid-hong-kong-actors/ • http://chinafilmbiz.com/2013/02/16/valentines-day-treats-chinese-exhibitors-with-love-journey-obliterates-single-day-record/ • http://jackiechan.com/achievements • http://shifu.people.com.cn/viewthread.php?tid=18865 • http://www.jackiechandesign.com/store/ • https://www.youtube.com/watch?v=1f9C3Y_ruO4 • https://www.youtube.com/watch?v=NO5KNhQeFpw • http://www.youtube.com/watch?v=7FuKsKOLIvw • www.imdb.com • http://hkpag.org/hkpag/ • http://www.scmp.com/news/hong-kong/article/1125813/jackie-chan-back-action-branding-us-more-corrupt-china?page=all

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