摘要
广告是一种通过使用不同的符号来传递商品信息达到商品营销和树立企业形象的方式,中国元素是具有特殊含义的意义符号。跨国企业体育广告常常巧妙地使用中国文字符号传达广告核心内容,运用中国图形符号拉近与中国消费者的心理距离,融入"中国场景"彰显消费价值,使用"中国色彩"渲染消费氛围,挖掘"中国元素"深层次的文化内涵,增强消费者的身份认同。
The purposes of advertising are to sell commodity and to build enterprise image through using different symbols to convey commodity information. The Chinese elements are unique and meaningful symbols tactfully used in sports ads by transnational enterprises. Sports ads can convey their key contents by using the Chinese character symbols, drawing close the psychological distance of the Chinese consumers through the Chinese graphic symbols. In a more specific way, sports ads can integrate with the ＂Chinese scene＂ to manifest consumption value, and use the ＂Chinese color＂ to create consumption atmosphere. The Chinese elements can be further utilized to enhance the identity of consumers.
出处
《武汉体育学院学报》
CSSCI
北大核心
2014年第11期28-31,共4页
Journal of Wuhan Sports University
基金
国家社科基金项目"大数据时代体育品牌的自主创新研究"(14BYT032)
关键词
中国元素
体育广告
符号
Chinese element
sports advertising
symbol
