| 民俗背景下的广告传播 |
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| 引用本文： | 汪永奇,张佩成.民俗背景下的广告传播[J].河北理工大学学报(社会科学版),2006,6(3):76-78. |
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| 作者姓名： | 汪永奇 张佩成 |
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| 作者单位： | 1. 浙江林学院,人文学院,浙江,临安,311300
2. 浙江林学院图书馆,浙江,临安,311300 |
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| 基金项目： | 浙江林学院校科研和教改项目 |
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| 摘 要： | 近年来随着全球经济的一体化和国内经济的持续高速发展,许多跨国公司和国际大品牌如潮水般涌进中国市场,本土企业面临国际化,而国外企业则面临本土化.这种跨文化的交流,需要广告从业人员仔细研究不同的民族的民俗文化特点,创作出更加符合俗民要求的经典广告作品.以现代广告文化为研究对象,利用民俗学、社会学等相关理论来诠释广告传播中的民俗文化内涵,探讨民俗文化与现代广告的辨证关系.
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| 关 键 词： | 民俗 民族化 广告传播 跨文化交流 |
| 文章编号： | 1673-2804(2006)03-0076-03 |
| 修稿时间： | 2005年6月15日 |
Advertisement Communication in Folklore Setting |
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| WANG Yong-qi,ZHANG Pei-cheng.Advertisement Communication in Folklore Setting[J].Journal of Hebei Polytechnic University(Social Science Edition),2006,6(3):76-78. |
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| Authors: | WANG Yong-qi ZHANG Pei-cheng |
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| Abstract: | With the integration of the world economy and the rapid development of the national economy in recent years,many transnational corporations and brands have poured into Chinese market,so national corporations are facing internationalization while foreign corporations are facing indigenization.The communication advertising workers to research the folk-custom culture's characteristics of different nations carefully in order to create more classical advertising works which can meet the requirement of folk people better.The article,focusing on the modern advertising culture,tries to illustrate the folkcustom culture's connotation in advertising communication with the theories of folklore and sociology and discuss the dialectic relationship between the folkcustom culture and modern advertisement. |
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| Keywords: | folk-custom nationalization advertising communication communication between cultures |
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