洋河蓝色经典广告策划的修辞幻象  

Yanghe classic blue mirage advertising rhetoric

作　　者：吉益民[1] 

机构地区：[1]宿迁学院中文系,江苏宿迁223800

出　　处：《企业技术开发》2009年第6期62-62,64,共2页Technological Development of Enterprise

基　　金：江苏省宿迁学院2008年度科研基金重点项目"广告语修辞策略研究"(2008KY05)阶段性成果

摘　　要：洋河蓝色经典通过蓝色文化和男人情怀修辞幻象的建构,成功地实现了市场拓展和品牌形象重塑。其成功秘诀应归功于对广告业态的充分了解和产品诉求的准确把握。广告整体策划与运作颇有"万宝路"之风,堪称国内白酒广告业界的典范。The classic blue Yanghe through the blue men of culture and feelings of the construction of rhetorical illusion, successfully marketing and brand image reshaping. The secret of its success should be attributed to the ad format the full understanding and accurate grasp of product demands. The overall planning and operation of advertising is quite ＂Marlboro＂ on the wind, called the domestic liquor industry＇s advertising model.

关 键 词：洋河蓝色经典 修辞幻象 蓝色文化 男人情怀 

分 类 号：J524.3[艺术—艺术设计]