论车模广告的审美文化意义与商业效应

Aesthetic Value and Commercial Effect of Car-model Ad

随着我国汽车市场规模的不断壮大和汽车工业的快速发展,汽车的营销手段和广告策略也越来越受到业界和学界的关注。车模作为一种独特的广告形式不仅具有较大的商业效应同时还有一定的审美文化意义。本文首先描述了我国汽车市场的现状及汽车广告的诉求策略,在此基础上分析了车模广告作为一种感性诉求策略,她的审美文化意义与商业效应,最后指出了目前车模广告存在的三大误区。

With the growing of China＇s car market scale and the rapid development of automobile industry, car marketing and advertising strategies are concerned of industrial circles and academia more and more. Car model as a kind of unique forms of advertisement, not only has great commercial effect also has certain aesthetic and cultural significance. This paper firstly describes the present situation of China＇s automobile market and car advertisement appeal strategy. On this basis, the paper analyzes as a kind of emotional appeal strategy, car model’s aesthetic culture significance and commercial effect. In the end, points out three misunderstandings of car model at present.