| 论百威啤酒的广告文化策略 |
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| 引用本文： | 刘金艳,刘 涛. 论百威啤酒的广告文化策略[J]. 包装学报, 2016, 8(2): 88-91. DOI: 10.3969/j.issn.1674-7100.2016.02.017 |
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| 作者姓名： | 刘金艳 刘 涛 |
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| 作者单位： | 湘潭大学 文学与新闻学院,湖南 湘潭,411105;湘潭大学 文学与新闻学院,湖南 湘潭,411105 |
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| 摘 要： | 百威啤酒在中国市场运用的广告文化策略,集中体现出中美文化元素的高度融汇:春节联系美国百威与全球华人,红色链接美国激情与中国喜庆,蚂蚁象征中华品质也暗含美国精神。百威啤酒的成功之道值得即将走出国门或已经走出国门的企业和品牌借鉴与学习。
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| 关 键 词： | 百威啤酒 广告 文化创意 |
| 收稿时间： | 2015-07-28 |
The Culture Strategy of Budweiser Advertisement |
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| LIU Jinyan and LIU Tao. The Culture Strategy of Budweiser Advertisement[J]. Packaging Journal, 2016, 8(2): 88-91. DOI: 10.3969/j.issn.1674-7100.2016.02.017 |
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| Authors: | LIU Jinyan and LIU Tao |
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| Abstract: | The advertising culture strategy of Budweiser in China market reflected the integration of Chinese and American culture elements as spring festival being connected with American Budweiser and the Chinese worldwide, red symbolizing the American passion and Chinese celebration, the ant indicating Chinese quality while implying the spirit of America. Chinese companies and brands penetrating the global market could take it as reference and learn from the success of Budweiser. |
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| Keywords: | Budweiser advertising culture creative |
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