Aussie-Sino Studies

2017, (4) P33-P38

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Analysis of Deconstruction and Element of Advertising Symbols for Anhua Brick Tea: Based on Comparison of Special Gimmicky Advertisements

Zhang Yuxiong & Tang Yueyue

摘要(Abstract):

In order to provide a reference for the agricultural and forestry products, including tea, to successfully carry out brand marketing communication and brand advertising, and provide interpretation samples for the communication of tea culture, the advertising symbol theory and drama factor analysis method are adopted, and the famous Anhua Brick Tea advertisement and the advertisement of Sidao Tea Industry are taken as the sample analysis. The two samples are respectively deconstructed according to the phonic natural language symbol, symbol and body-expression-decoration symbol frame, and are dissected according to the drama elements such as scene, person, action, means and purpose. According to the comparative study, it is believed that the innovation of phonic natural language symbols, the systematic or mutual substitution among the symbols can create the ideal advertisement effect; the arrangement and treatment of “characters” in tea industry advertising theatre should be combined with the psychological demands of the mass consumers who are infiltrating the farming civilization, but the conception and practice of the “purpose” elements enrich and enhance the social value of the symbol consumption of the tea.

关键词(KeyWords): Anhua Dark Tea, brand advertisement, symbol, drama element, symbol consumption

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基金项目(Foundation): This paper is the stage result of the national social science fund key project “Research on the path and mechanism of cultural consumption promotion in China”, No: 14ZDA052.

作者(Author): Zhang Yuxiong & Tang Yueyue

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