The Presentation And Application Of Chinese Folk Custom Elements In Brand Communication Under The Bzckground Of Image Reading

The era of reading pictures refers to a kind of reading habit of readers for things whose main content is graphics or images.In the era of globalization,The visual transmissibility of images is relatively large in brand communication The advantages make the brand communication accelerate the communication between different cultures in the world,and in this process,folk elements have incomparable contributions.By applying relevant theories,this paper proposes to establish a cultural value system in line with China's image,so that Chinese folk elements can be better presented and applied in the brand communication process of state-owned enterprises,thus reflecting greater value.The author from the perspective of brand communication,according to the literature have mastered,and the era of reading Chinese folk elements in the typical cases of state-owned enterprises in brand communication,discussed under the background of The Times of reading Chinese folk elements and the relationship of brand communication in state-owned enterprises,the use of Chinese folk elements should attach importance to the corporate image of state-owned enterprises,activities,ideas,values,such as shape,and the brand spread value to Chinese culture as the background,get the consumer psychological identity,will China folk elements in each type of transmission in the content of brand communication performance,the different audience's psychological orientation,such as "blue and white porcelain" Beijing Olympic subway line,Volkswagen's advertising"China road,the public heart" and value concept of some state enterprises as an example,discusses the Chinese folk elements and branding the relationship under the background of the map reading age,the use of Chinese folk elements should focus on the brand,the brand shaping value to Chinese culture as the background,cultural identity,in this paper,through the establishment of a cultural identity in China's image,can make the Chinese elements in the state-owned enterprises better present in the process of brand communication and to use,so as to reflect more value.The use of Chinese folk elements and the spread of new media strategy adopted by the analysis of thinking,summarizes its transmission of cultural values in the Chinese market.From two academic communication and semiotics perspective of brand transmission was studied,and the application of folk elements from the two disciplines background carding the context relations between them,thus inspired:advertising and folk customs are symbols for content and form,By adapting to local folk culture and understanding consumer psychological changes and social communication?The author expects to use the theory of"image turning,and saussure's"semiotics"to conduct strategic analysis on the brand communication of Chinese folk elements,so as to find a systematic theoretical support for Chinese enterprises in how to carry out better advertising communication.