基于酒类广告的酒文化传播研究

发布时间：2018-02-21 00:24

本文关键词： 酒类广告酒文化传播误区规避　出处：《山西大学》2012年硕士论文　论文类型：学位论文

【摘要】：酒文化传播内涵深远,涉及文学、广告、艺术等诸多方面,本文主要选取白酒广告作为研究对象,通过梳理不同传播阶段酒广告的文化传播方式和传播特点,找出目前我国酒类广告文化的传播主题,探讨当下酒广告中酒文化的传播误区与规避措施,以期全面、系统地反映我国酒类广告中酒文化的传播特点。论文的引言部分主要涉及到对选题对象基本范畴的界定,主要介绍酒广告中酒文化的研究现状、研究内容和研究方法、研究目的和意义,以及研究中的难点和创新之处。第一章为酒类广告的文化传播历程研究,主要把酒类广告的传播历程划分为早期传播阶段、文字传播阶段、现代大众传媒阶段,其中现代大众传媒阶段利用以报纸为主的纸媒和以电视、网络等电子媒介进行文化传播,影响广泛。但总体上看,传统酒类广告和传统酒类文化的精神在大众传媒阶段并未消失,反而弥显珍贵。第二章为目前酒类广告的文化传播主题研究。论文指出,当前我国酒广告中的酒文化传播目前主要有“和”文化、“家”文化、“福”文化等多种主题。本章以几个成熟的酒文化为分析样本,探讨其文化传播策略,挖掘其深层的文化底蕴。第三章为目前酒类广告文化的传播误区与规避措施研究。针对目前我国酒类广告的文化传播现状,探讨规避酒类广告文化传播误区的措施,实现品牌宣传向文化传播的转型。总之,中国酒业应认真研习中国传统文化,深入挖掘酒文化的核心内涵,凝练出酒类广告传播中不同的文化主题,并进一步创新酒类流通体系,扩大行业对外开放,推进酒类适度包装,倡导酒类健康消费,弘扬酒类传统文化,在国际上形成独具内涵的中国酒文化传播模式。
[Abstract]:The connotation of wine culture communication is profound, involving literature, advertisement, art and so on. This paper mainly selects liquor advertisement as the research object, through combing the cultural communication mode and communication characteristics of wine advertisement in different communication stages. To find out the communication theme of the wine advertisement culture in our country at present, and to probe into the misunderstandings and evading measures of the wine culture in the present wine advertisement, in order to comprehensively and systematically reflect the spreading characteristic of the wine culture in the wine advertisement of our country. The introduction of the paper mainly involves the definition of the basic category of the subject, mainly introduces the research status quo, research content and research methods, research purpose and significance, as well as the difficulties and innovations in the research. The first chapter is the study of the process of cultural communication of alcohol advertising, which is divided into the early stage of communication, the stage of text communication, the stage of modern mass media. Among them, the modern mass media use newspapers as the main media and electronic media such as television and network to spread their culture in the stage of modern mass media, which has a wide influence. But on the whole, The spirit of traditional alcohol advertising and traditional liquor culture has not disappeared in the mass media stage, on the contrary, it is precious. The second chapter is the theme of cultural communication of alcohol advertising. At present, the communication of wine culture in wine advertisement in our country mainly includes "and culture", "home" culture, "blessing" culture and so on. This chapter takes several mature wine culture as the analysis sample, discusses its cultural communication strategy, Excavate its deep culture inside information. The third chapter is the study of the misunderstandings and circumvention measures of the alcohol advertising culture. Aiming at the present situation of the cultural communication of the alcohol advertising in our country, the paper discusses the measures to avoid the misunderstandings of the cultural communication of the alcohol advertising, and realizes the transformation from the brand propaganda to the cultural communication. In short, the Chinese wine industry should study the traditional Chinese culture, dig into the core connotation of the wine culture, condense different cultural themes in the advertising dissemination of alcohol, and further innovate the liquor circulation system and expand the opening up of the industry to the outside world. To promote the proper packaging of alcohol, to advocate healthy consumption of alcohol, to carry forward the traditional culture of alcohol, and to form a unique Chinese wine culture communication mode in the world.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206;F426.82;F713.8

【参考文献】