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中法两国随着全球经济的迅速发展,加强了对国内奢侈酒的宣传和推广,借助电视广告平台进行对奢侈酒的包装和营销,同时也促进了两国文化的交流和互助。对于奢侈酒的广告在国际市场中已经数不胜数,不同的设计理念和叙事风格,都会给受众者不同的感受和消费心理,但在泛滥的市场竞争环境下,如何提高品牌的核心竞争力成为了各企业和国家重点关注的问题。本文通过对电视广告中中法奢侈酒广告叙事差异性的研究现状进行了详细的了解,发现目前中法在该方面不但存在相似之处,同时也具有一定的差异性,如果能够进行优势互补,深度融合且不失两国特色,那么奢侈酒的推广速度会进一步提高,这样使两国的经济得到了发展的同时也促进了两国的合作伙伴关系的形成,所以本文在具有现实意义的基础上进行的研究,也会为奢侈酒在国际市场中的发展奠定深厚的理论基础,推进广告也得快速发展,加深国际文化的融合和进步。
With the rapid development of the global economy, China and France have stepped up publicity and promotion of domestic luxury wines, packaged and marketed luxury wines with TV commercial platforms, and promoted cultural exchanges and mutual assistance between the two countries. Advertising on luxury wine in the international market has numerous, different design concepts and narrative style, will give the audience a different feeling and consumer psychology, but in a flood of market competition, how to improve the brand’s core competitiveness has become the Enterprises and countries focus on the issue. This article has made a detailed understanding of the current situation of narrative differences in the advertising of Chinese and French luxury wine in TV commercials. It is found that there are similarities and differences in this respect between China and France. If we can complement each other with each other, Depth fusion and without losing the characteristics of the two countries, then the promotion of luxury wine will further improve the speed, so that both economies have been developed but also promote the formation of the partnership between the two countries, so this article in the practical significance of the foundation The research conducted above will also lay a solid theoretical foundation for the development of luxury wines in the international market and promote the rapid development of advertising to deepen the integration and progress of international cultures.