The Culture Appeal Of Tourism Advertising

With reform and opening up of China, people's material living standards have improved, which provide the possibility for people's pursuit of spiritual growing; tourism consumption is one of the cases in the field. In pace of popularization and plebeianized trend in tourism consumption, the competition in the tourism industry is increasingly fierce. Along with the era of tourism spending, tourism advertising has attracted unprecedented attention and it can infer that people will pay more and more emphasis on it. Under such environment, many travel ads have begun to change its propaganda strategy, where cultural factors have been constantly emphasize in order to stimulate the audience to new requirements. All this makes the chance in tourism adverting, that is, from the previous emphasis on the practical application of tourism products into the cultural appeal of the tourism product.The thesis studies tourism advertising from the perspective of cultural appeal, by adopting the theories and research methods in communication, advertising, psychology and aesthetic and other relevant disciplines. We try to study tourism adverting from a new angle, in order to sum up some rules, experience, and limitations for the future research on tourism adverting and to provide some reference.The body of the thesis is divided into four parts. The first part we state the main outlines of tourism advertising, including the production, development and connotation of tourism advertising; the characters of tourism compared to other advertisings; the functions of tourism advertising. In the second part, we discuss the relationship between the culture and tourism advertising. First, the connotation of cultural is presented; then we start with "culture industry" concept of Adorn and Horkheimer, from which leads to the cultural appeal of tourism advertising is actually a cultural industry in tourism advertising; last we define the tourism adverting is one of the new forms of the modern cultural. The third part is the main part of the body, we explain the cultural appeal from the four aspects:appeal of cultural identity, appeal of the poetic life with the harmony in nature and human, appeal of fashion and personality, appeal of humane care with the idea of human being holds the supremacy of the world; The last part, some of the existing problems are stated along with the some suggestions for the future development of tourism advertising. In the end we has reached a conclusion that the cultural appeals should be take into consideration in the procedures of the planning and production process, so that we can grasp the potential consumers'hearts. Only by grasping the "God" in the heart, can we call it successful tourism advertising, will the tourism industry continue to flourish.