品牌的广告文化研究

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1、品牌的广告文化研究***福建对外经济贸易职业技术学校**系***专业***班级学号：指导老师：论文写作日期：2011.11.0123摘要随着市场经济的发展，市场竞争的加剧，无论是企业家还是消费者的品牌意识都在逐渐地增强。品牌消费群体不断发育成熟，国际经济一体化的内外竞争压力，使企业家们意识到，要想强大就必须注重企业文化与企业形象的竞争，而品牌的广告文化作为品牌企业文化的重要组成部分，在大力宣传企业文化、塑造企业形象的同时，为市场经济条件下企业成功塑造品牌，取得品牌竞争的胜利创造了有力武器。广告在传播过程中，传递出某种精神意识和文化内涵，这就潜移默化地改变着人们的思想和价值观念，不

2、但指导人们的消费行为和方式，而且也引导着人们的非消费行为和生活方式，并从中展开对受众群体的思想政治教育工作，成为思想政治教育工作面向社会最有效的方法和途径之一。本文是从文化角度入手，将企业文化理论与广告学相对接，将二者融合，从而更有效地研究企业品牌的广告文化，为企业品牌的广告文化运作起到一定的借鉴作用。关键词:企业文化;广告文化;品牌广告文化23目录第1章绪论·······························································……1一课题背景·········································

3、················……1（一）品牌的竞争时代··········································……1（二）广告在品牌塑造中的作用······························……4二品牌与广告文化的内涵·······································……6（一）品牌的涵义················································……6（二）广告文化的涵义······································....……8三企业文化

4、、品牌广告文化与企业思想政治工作···········9四本文的写作思路与创新之处·································……11第2章广告文化与企业品牌形象·································……12一广告提升企业品牌形象·······································……12（一）广告效果的特性··········································……12（二）广告效果的产生··········································…1

5、3（三）广告效果的影响因素····································……14二企业品牌形象广告·············································……1623（一）从产品广告到企业形象广告···························……16（二）企业品牌形象广告的类型······························……16（三）企业品牌形象广告的功能······························……18三广告文化的作用机理····························

6、··············……18（一）广告的心理功能··········································……18（二）广告的文化功能··········································……20四本章小结·························································……21结论·····································································……22参考文献··················

7、················································…2323第1章绪论一、课题背景在广告信息大爆炸的今天，广告已日益成为人们文化生活不可缺少的一部分。随着人们人文素养的不断提高，凸现文化魅力的广告拥有了越来越深厚的文化底蕴。广告文化对现代企业乃至整个社会的发展都起到极其重要的作用。对企业来说，它帮助形成独特的企业文化、帮助树立企业形象、帮助企业销售产品和劳务。对于消费者，帮助他们了解产品信息，了解商业知识，开拓眼界、刺激消费需求，形成