品牌的广告化研究.doc

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：2011.11.01  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  目录 第1章 绪论·······························································……1 一 课题背景·························································……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、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··········································…13 （三）广告效果的影响因素····································……14 二 企业品牌形象广告·············································……16 （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··········································……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··································································…23 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