美国食品企业行销政治文化研究

Political Culture in the Marketing Strategies of American Food Companies

美国食品企业为了树立良好的品牌形象、增加经济效益,通过广告宣传、品牌文化构建等方式,将政治文化巧妙地融入食品企业的经营战略中。爱国主义、人道主义以及在美国政治中占据重要地位的政治党派等因素成为食品企业行销政治文化的典型。这种做法促进了食品企业与政治权力之间的利益互惠,但是也带来了滥用政治文化、深化阶级矛盾、激化种族矛盾、产生不平等、推行霸权主义等严重的政治问题。

American food companies often blend their marketing strategies with elements of political culture in order to establish a good brand image and increase economic benefits.Patriotism,humanitarianism,party politics and other ideas that are deemed“politically correct”in American life typically find their way into their ads.Such practice benefits both the companies themselves and the political powers behind them,but also causes problems like abuse of political culture,worsening class rifts,intensified racial conflicts,inequality and hegemonic discourse.