广告视域中的品牌文化传播解析
发布时间：2018-08-11 10:51
【摘要】： 品牌以及品牌文化的形成、塑造和传播对于一个企业来说是至关重要的,它是企业参与市场竞争、建立品牌忠诚度、树立企业形象的重要保证,而广告与品牌文化的传播密不可分。越来越多的企业把目光投向了广告,希望通过广告进行的品牌文化传播能更好的弘扬自己的品牌文化,树立品牌形象,更好的得到消费者的认同,获得更大的经济效益和社会效益。基于此,本人从广告的视角对品牌文化传播进行了解析。 文章中,笔者指出通过大众传播途径以广告形式进行的品牌文化传播实质上是一种信息传播活动,这一传播过程中的信息是企业以广告的形式表现的品牌文化,企业和受众是品牌文化传播过程中的参与者,广告主即企业通过媒体这一渠道发布蕴含品牌文化的广告信息,受众则成为这种广告信息的接受者,它们对品牌文化传播的效果起着举足轻重的作用。对于企业来说,塑造出优秀的品牌文化和将品牌文化物质化、符号化成广告信息是其参与品牌文化传播的基础和前提；从受众的层面来说,品牌文化传播活动必须要尊重消费文化潮流中的受众心理。文章的最后,运用全文的观点,对品牌文化传播取得巨大成功和理想效果的经典案例国内第一大体育品牌“李宁”进行了实证性分析,期望能为我国企业品牌文化建设和传播提供某些借鉴。
[Abstract]:It is very important for an enterprise to form, shape and spread the brand and brand culture. It is an important guarantee for the enterprise to participate in the market competition, to establish the brand loyalty and to establish the enterprise image. Advertising and the spread of brand culture are inextricably linked. More and more enterprises have turned their attention to advertising, hoping that the spread of brand culture through advertising can better promote their own brand culture, set up a brand image, and better get the approval of consumers. To achieve greater economic and social benefits. Based on this, I analyze brand culture from the perspective of advertising. In this paper, the author points out that brand culture communication through mass communication is essentially a kind of information dissemination activity, and the information in this communication process is the brand culture expressed by the enterprise in the form of advertisement. The enterprise and the audience are the participants in the process of brand culture communication. The advertisers, that is, the enterprises publish the advertising information containing the brand culture through the media channel, and the audience becomes the receiver of the advertising information. They play an important role in the spread of brand culture. For enterprises, creating excellent brand culture and materializing brand culture, turning symbols into advertising information is the basis and premise for them to participate in brand culture communication. Brand culture communication must respect the audience psychology in the consumption culture trend. At the end of the article, using the viewpoint of the full text, the author makes an empirical analysis of the classic case of "Li Ning", which has achieved great success and ideal effect in the dissemination of brand culture. It is expected to provide some reference for the construction and dissemination of brand culture in our country.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G206;F713.8
本文编号：2176786
[Abstract]:It is very important for an enterprise to form, shape and spread the brand and brand culture. It is an important guarantee for the enterprise to participate in the market competition, to establish the brand loyalty and to establish the enterprise image. Advertising and the spread of brand culture are inextricably linked. More and more enterprises have turned their attention to advertising, hoping that the spread of brand culture through advertising can better promote their own brand culture, set up a brand image, and better get the approval of consumers. To achieve greater economic and social benefits. Based on this, I analyze brand culture from the perspective of advertising. In this paper, the author points out that brand culture communication through mass communication is essentially a kind of information dissemination activity, and the information in this communication process is the brand culture expressed by the enterprise in the form of advertisement. The enterprise and the audience are the participants in the process of brand culture communication. The advertisers, that is, the enterprises publish the advertising information containing the brand culture through the media channel, and the audience becomes the receiver of the advertising information. They play an important role in the spread of brand culture. For enterprises, creating excellent brand culture and materializing brand culture, turning symbols into advertising information is the basis and premise for them to participate in brand culture communication. Brand culture communication must respect the audience psychology in the consumption culture trend. At the end of the article, using the viewpoint of the full text, the author makes an empirical analysis of the classic case of "Li Ning", which has achieved great success and ideal effect in the dissemination of brand culture. It is expected to provide some reference for the construction and dissemination of brand culture in our country.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G206;F713.8
【参考文献】
相关期刊论文 前4条
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4 周妍;电视广告提升品牌传播效果的策略[J];商场现代化;2005年24期
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