Study On The Brand Construction Of Reciting Cultural Variety Shows

At present,various types of variety shows are in a state of blooming flowers and contending schools of thought.However,the proliferation of variety shows also leads to the phenomenon of pan-entertainment.All kinds of pure entertainment variety shows take the prying into the privacy of stars as the main method to attract the audience's eyeballs to earn traffic.At the same time,cultural variety shows are presented in the public eye as a clear stream.Audiences use fragmented time to absorb knowledge while aiming at entertainment.Cultural variety shows not only make people feel that the principle of spiritual pleasure and happiness has not changed,but also make their audiences accept cultural edification in the form of entertainment programs.In 2018,cultural variety shows set off a boom one after another.While their development is booming,they are subdivided into different types of shows and subdivided into different audiences by using the “Long tail theory ”,which has become the selling point of various cultural variety shows.The author divided them into three types: reciting cultural variety shows,cultural heritage appreciation cultural variety shows,and traditional culture competition cultural variety shows.This paper focuses on the discussion of reading cultural variety shows,taking the two programs Readers and Letters Alive as the main typical cases,and analyzes the brand construction.Readers and Letters Alive prove that traffic and word of mouth can fly side by side with their constant praise and the hot search list on portal websites again and again.But after the popularity of such programs has passed,what kind of brand impression can they leave on the audience? The starting point and goal of this paper is how to build an effective program brand so that it can gain more and greater recognition from the audience and increase the viscosity and stability of the audience.This paper is divided into four parts,the reading class cultural variety shows the present situation of the development of and development as a starting point,itanalyzes the reading of the class cultural variety show brand construction,combined with theoretical knowledge,gradually put forward recitation class culture variety show brand build steps,finally reveal the program can bring enlightenment,countermeasures and Suggestions,and hope to play a positive role to the development of programs in the future.