论青藏地区民族节日的广告效应

On Advertising Effect of Nationality Festival in Qinghai-Tibet Region

青藏地区有着丰富多彩的民族节日,这些节日在诞生之初都是原生态的,但随着时代的变迁这些节日逐步演变成集文化、商贸、旅游等于一体的开放性盛会。除了它原有的庆祝、娱乐或祭祀功能外,这些民族节日还通过人际、大众以及网络等对节日信息的传播而产生广告效应。这种广告效应具有双重性,因此在民族节日的宣传和报道中,应充分发挥其正面效用而尽量避免其负面影响,从而为青藏地区的经济、旅游及文化的健康发展服务。

There are many colorful nationality festivals in Qinghai-Tibet region. The festivals were primitive in the past, however they gradually changes into the grand gathering including culture, commercial and tourism as time goes on. These festivals have some advertising effect in spread information of festivals by mouth-to-ear and internet except the functions of cele- brating, entertaining and sacrificing. This kind of advertising effect has positive and passive impact, thus the dissemination and report about nationality festivals should fully bring their positive effect into play and avoid passive effect so as to serve economy, tourism and culture in Qinghai-Tibet region.