酒文化与酒广告的创意诉求

Liquor Culture and Appeal in Liquor Advertising Creation

中国酒类产品的广告创意因为酒文化的历史文化特征,较之其他商品类型,往往更多地延续了中国的文化传统。同时,随着越来越多境外酒产品种类进入中国市场,有更多时尚和异域的酒文化成为酒类商品广告的创意要素。本文通过对目前中国市场中的酒产品广告创意的分析,总结酒类广告创意中经常使用的文化诉求点,并从中可以透视出传统文化与现代商品文化的融合。

In advertising creation, Chinese liquor brands inherit more elements of traditional culture than other categories because of their special historical characteristics. With more and more foreign liquors coming into the Chinese market, more fashionable and exotic elements are brought into the liquor advertising creation. This paper, by analyzing liquor advertising creation in the Chinese market, summarizes the common cultural appeal, and finds out the integration of traditional and modern commodity culture.