| 节庆习俗文化与酒类广告语诉求 |
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| 引用本文： | 陈亮.节庆习俗文化与酒类广告语诉求[J].无锡职业技术学院学报,2008,7(3):91-92. |
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| 作者姓名： | 陈亮 |
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| 作者单位： | 无锡高等师范学校,江苏无锡214001 |
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| 摘 要： | 在中国传统文化中,酒和节庆似乎有着天然的联系,不管是传统民俗中的公众节日,还是属于个体人生中的节日,酒已成为了节日庆贺必备的"文化道具",成为节庆习俗文化的构成。因此,酒类广告语充分利用了酒在我国传统节庆中特殊文化地位的商业价值,把节庆作为诉求的基本支点之一。
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| 关 键 词： | 节庆习俗文化 家庭观念 祈福 |
Festival-celebrating Custom Culture and Wines Advertisement Language Demand |
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| Authors: | Chen Liang |
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| Institution: | Chen Liang ( Wuxi Teachers＇ College, Wuxi 214001, China) |
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| Abstract: | In China＇ s traditional culture, it seems that there is a natural relationship between wine and festivals. Wine has become the essential ＂culture prop＂ and part of festival and custom culture in both our public festivals and an individual feast. Therefore, wine advertising makes full use of its special commercial value in our traditional culture and uses festival as its basic pivot in language demand. |
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| Keywords: | festival - celebrating custom culture family concept praying |
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