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随着我国汽车市场规模的不断壮大和汽车工业的快速发展,汽车的营销手段和广告策略也越来越受到业界和学界的关注。车模作为一种独特的广告形式不仅具有较大的商业效应同时还有一定的审美文化意义。本文首先描述了我国汽车市场的现状及汽车广告的诉求策略,在此基础上分析了车模广告作为一种感性诉求策略,她的审美文化意义与商业效应,最后指出了目前车模广告存在的三大误区。
As China’s auto market continues to grow and the rapid development of the automotive industry, car marketing tools and advertising strategies are also increasingly concerned by the industry and academia. Car model as a unique form of advertising not only has a greater commercial effect but also has some aesthetic and cultural significance. This paper first describes the current situation of China’s automobile market and the strategy of demand for automotive advertising. On the basis of this, it analyzes the car-based advertising as a kind of emotional appeal strategy, her aesthetic and cultural significance and commercial effect. Finally, it points out that the current three models Misunderstanding.