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酒的历史源远流长,与人类生活息息相关。鲍德里亚在《消费社会》中写道:“产品本身并非首要的兴趣所在,必须在产品上嫁接一套与该产品没有内在联系的意义才能把它卖掉。”因此,文化在品牌中有着极其重要的作用,各个名酒品牌也极力在广告中载入相关的文化来塑造品牌价值。但由于社会历史文化等因素的影响,中外名酒广告呈现出不同的广告文化,本文试图通过对中外名酒广告的实例进行比较分析,从文化的角度,探讨中外广告文化存在的差异,以
The history of wine has a long history, and is closely related to human life. Baudrillard writes in Consumer Society: “The product itself is not the primary interest, and it must be sold to a product that has no intrinsic connection to the product.” "Therefore, Has a very important role in the various wines brands are also strongly involved in advertising to load the relevant culture to shape the brand value. However, due to the influence of social history, culture and other factors, Chinese and foreign famous wine advertisements show different advertisement culture. This article tries to discuss the difference of Chinese and foreign advertisement culture through the comparative analysis of Chinese and foreign famous wine advertisements.