用媒介中的传统文化开展大学生思想政治教育——以酒类广告中的春节文化元素为例  

The Political and Ideological Education Based on the Traditional Culture in the Media——A case study of the Spring Festival Culture elements in liquor advertisements

作　　者：杨攀[1] 

机构地区：[1]湖南科技学院人事处,湖南永州425199

出　　处：《中南林业科技大学学报（社会科学版）》2014年第3期160-164,共5页Journal of Central South University of Forestry & Technology（Social Sciences）

基　　金：湖南省哲学社会科学基金项目:"地方多科性本科院校大学生媒介素养与思想政治教育研究"(编号2010YBA100)

摘　　要：春节文化元素,在酒类广告中有诸多的运用,该文例举了金六福酒与"福"文化、孔府家酒与"家"文化、宋河酒与"共赢"文化、稻花香酒与"丰收"文化、百威啤酒与团队精神,分析了运用的类型和效果,指出利用这些媒体广告中的传统文化,引导教育大学生强化感恩、爱家观念、树立正确的成功观和正确的幸福观,对于大学生在在校思想成长尤有价值。Spring Festival elements are widely used in the liquor advertisements. The paper illustrates the categories and effects by the ＂fu（happiness）＂ in ＂Jinliufu＂ liquor＇s advertisement, the ＂jia（family）＂ in ＂Confucius family liquor＇s＂ advertisement, the ＂gongying（win-win）＂ in ＂Songhe＂ liquor＇s advertisement, the ＂fengshou（harvest）＂ in ＂Daohuaxiang＂ liquor＇s advertisement, and the team spirit in Budweiser Beer＇s advertisement. It points out that the utilization of the traditional culture in these advertisements can help college students strengthen the appreciation and family-loving notion, establish right view of success and happiness, which is of great signifi cance to the students＇ mental development in school.

关 键 词：传统文化 春节 酒类广告 大学生 思想政治 

分 类 号：G416[文化科学—教育学]