白酒双雄广告用语现状研究

A Study on the Present Language Using in the Advertisements of Two Liquor Giants

受严格控制"三公"经费、塑化剂事件、禁酒令、全球经济增长放缓等各种因素的影响,中国白酒行业的整体增速大幅趋缓,白酒行业的竞争不断升级。在经济面临下行压力的情况下,白酒行业进入深度调整期,在行业调整向纵深发展的过程中,打好文化牌是提升白酒企业软实力的重要手段。语言和文化是部分和整体的关系。一个社会的语言是该社会文化的一个方面。语言作为文化传播的工具,是文化的重要载体,在文化传播方面发挥着重要的作用。针对中国白酒的广告用语进行研究,不仅是在研究语言本身,也是为了更好地挖掘语言背后所承载的中国文化,促进中国文化的传播。五粮液和茅台两家白酒巨头在广告中通过数字、成语或古语、吉祥语、人文关怀等语言的运用传承和弘扬了中华文化,促进了企业营销,为其他白酒企业提供了有益的启示和借鉴,也为中国白酒文化国际传播提供了素材。

Influenced by the strict control on the three public expenses, plasticizer event, prohibition and decelerated global economic growth, the overall growth of Chinese liquor industry has slowed down and the competition in the liquor industry has upgraded. Under the pressure of economic recession, liquor industry steps into a deep adjustment period. With the development of industry adjustment, making the best use of culture is very important for improving the soft power of the liquor enterprises. Language is a part of the culture. Language of a society is an aspect of the culture of the society. Language is an important tool and carrier for the transmission of culture, playing an important role in the cultural transmission. Researching into the Chinese liquors＇ advertising language is not only a study on the language, but also a better excavation of the Chinese culture behind the language and a promotion of the transmission of Chinese culture. Wuliangye and Moutai, the two liquor giants in China, have used numbers, idioms or archaism, auspicious words, humane care words in their advertisements, which not only inherit and promote the Chinese culture, but also boost the marketing. Other liquor companies may get beneficial enlightenment and experience from the language using in the advertisement of the two giants. Raw materials are also provided for the international transmission of Chinese liquor culture.