Cultural Representation And Meaning Construction Of Festival Advertising On Traditional Festival

In the complicated modern society,festivals have gradually become "hot spot"resources for various media forms.More and more brands formulate a festival-centered marketing strategy to attract the attention of the person and reach emotional resonance using the rising consumer desire of this period.Festival advertisements not only contain a lot of product information,but also have rich connotation of traditional festival culture.Due to the crisis of traditional festival culture and the lack of ritual sense,it is particularly important for festival advertisements to represent and even reconstruct the meaning of traditional festivals.This study regards commercial advertisements as a kind of cultural text and explores the following questions:what kind of traditional festival culture is presented in festival advertising?How to achieve this construction process?And how do festival advertisements affect social culture from the perspective of communication sociology?In the specific research process,this study took commercial Spring Festival advertisements as example;the relevant theories of narratology,semiotics,and cultural representation were introduced;combined with quantitative content analysis methods and qualitative text analysis methods to analyze festival advertisements from the table to the inside,including the symbols,narratives,and themes in the advertisements,as well as the process of constructing the traditional festival culture.Traditional festival culture is a resources library of ideas and thematic content to festival advertising.The changes in traditional festivals and the situation of lacking of ritual sense are reflected in festival advertisements.However,the festival advertisements are affected by the dissemination goals and the logic of their business operations.Thus the traditional festival culture is reformed to a certain extent.This construction acts on the traditional festival culture in turn.It creates a new festival ceremonies and connotations in the hearts of the audience which closely related to the merchandise and even commercial culture.The meaning of advertising content is shared by consumers.In the process of sharing ceremonies,culture and even ethnic culture and identity are constructed to form a sense of cultural belonging.In addition,festival advertising also plays a role in cultural inheritance and ideological integration,as well as builds values and lifestyle of people.