博物馆临时展览的宣传推广刍议——以“古埃及:法老与神的世界”展为例

A Brief Discussion on the Publicity and Promotion of Museums' Temporary Exhibitions: Take the Exhibition “Ancient Egypt:The World of Pharaoh and God” as an Example

举行临时展览是博物馆不断吸引新的观众群体、培养固定兴趣观众群体的有效途径之一,也是博物馆作为重要的公共教育机构为大众提供多样化、多领域知识体验的重要手段。博物馆在举办高水平的临时展览的同时,应策划全面、高效的宣传推广计划,提高临时展览的社会影响力和公众知晓度,吸引更多的观众走进博物馆。本文以成都金沙遗址博物馆"古埃及:法老与神的世界"展为例,分析在临时展览的各阶段适宜选择的宣传主题,并讨论不同性质的宣传主题适宜投放的媒体渠道,以树立博物馆的品牌效应、达到最大化的正向宣传效果,为博物馆临时展览的宣传推广策略提供可借鉴的一些经验。

As a public educational institution, hosting temporary exhibitions for a museum is not only an effective approach to attract new audiences and to keep interested audiences, but also a significant method to provide audiences diversified visiting and learning experience. To improve social influence and public awareness of a temporary exhibition, comprehensive and high-efficiency publicity schedule should be made during a high-level exhibition. Valid publicity could also attract more audiences go to the museum. In the case of "Ancient Egypt: World of Pharaohs and Gods" in Chengdu Jinsha Site Museum, this article would analyze how to maximize the utilization of a theme of publicity to build brand benefit. At the meantime, this article discusses the relationship between theme and media channel. Overall, referential experience might be concluded for a better publicity and promotion strategy during a temporary exhibition based on this example.