“竹叶青”系列广告的表现特色及启示

The Performance Characteristics and Enlightenments of Zhuyeqing Serial Tea Advertisements

中国茶叶品类众多,茶叶广告屡见不鲜,而真正能在消费者心中留下深刻印象并影响其购买行为的茶叶广告仅是凤毛麟角。"竹叶青"茶广告恰恰打破了茶叶有类无品这一桎梏,将古典美学与现代传播技术进行结合,并赋予产品以人格特性和思想内涵,成功地将这个品牌留在消费者的记忆之中。

There are a large number of Chinese tea advertisements but few can leave deep impression in consumers′minds.The serial tea advertisements for Zhuyeqing just broke through such an awkward predica-ment.The ads combine the Chinese classical aesthetics with the modern communication technologies together, and endow the Zhuyeqing tea with humanity and thoughts.Successfully,the tea brand named Zhuyeqing is kept in consumers′minds.