Based On The Advertising Of Alcohol Wine Culture Communication Research

Liquor culture connotation profoundly, involving literature, advertising, art and other aspects. This paper studies mainly selected liquor advertisements as the research object, through carding different propagation stage about liquor advertisement, such as culture mode of transmission and dissemination characteristics, find out at present our country liquor dissemination of advertising culture theme, discusses the contemporary liquor culture propagation errors in advertising and avoid, in order to comprehensively, systematically reflect our country alcohol advertising propagation characteristics of Liquor culture, Chinese liquor advertising culture Communications provide intellectual support.The introduction part mainly relates to the selection of basic object category definition of liquor, liquor culture in advertising research status is introduced for the analysis, the research contents and the research methods, research purpose and significance, as well as based on the difficulties and innovation.The first chapter of the text is the liquor advertising culture Communications course research. The early stage of communication, as verbal and physical two categories, using folk songs, legends or its own wine etc; text dissemination phase, mainly poetry, painting, liquor flag etc.; three is the modern mass media stage, mainly uses in paper print and television, network and other forms of electronic media way of communication.The second chapter is the liquor advertising culture communication research subjects. The main liquor culture of our country in advertising is the "harmonious" culture,"family" culture," Fu" culture, regional culture and other topics. This chapter through to a few large mature liquor culture sample analysis, understand its communication strategy and dig its deep cultural heritage.The third chapter is the liquor culture advertising culture communication errors and avoids studies. In view of the present our country liquor advertising communication situation, discuss avoid alcohol spread of some misunderstanding, to achieve brand propaganda to dissemination of culture transformation.In short, liquor should seriously study of traditional Chinese culture, in-depth excavation of liquor culture of the core substance of the liquor, concise communication in different cultural theme. Innovation of liquor circulation system, to expand the industry open to the outside world, promote liquor moderate packaging, advocating healthy consumption of alcohol liquol carry forward the traditional culture, form in the world unique connotation of Chinese liquor culture international communication.