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随着酒类市场的繁荣和竞争的日趋激烈,企业都努力寻找一种有效广告方式来宣传自己的产品。酒类广告的特殊性主要取决于酒的本质的特殊性,在我国民族传统中,酒既是一个重要的文化载体,又是一个文化符号;酒既有自己独特的文化系统,又和中华民族的其他文化元素有着多样的、密切的联系。人们在消费酒类产品的同时,更重要的是一种情感的消费,文化的消费,这就决定了酒类广告有着不同于其他商品的特殊性。酒类广告的策划,除了一般商品广告的表现手法,更要注重文化因子的注入和表现。
As liquor markets thrive and competition intensifies, companies are struggling to find an effective way to advertise their products. The particularity of wine ads depends mainly on the particularity of wine. In our national tradition, wine is not only an important cultural carrier but also a cultural symbol. Wine has its own unique cultural system, Other cultural elements have diverse and close ties. People consume wine products at the same time, more importantly, an emotional consumption, cultural consumption, which determines the wine ads have different characteristics from other goods. Wine advertising planning, in addition to the general performance of commercial advertising practices, but also pay attention to the influx of cultural factors and performance.