“泰国广告”现象级传播成因及其文化传播逻辑分析——以“幸福家庭”为主题的广告样本为例  

An Analysis of Causes for the Phenomenal Communication of “Thailand Advertising” and Its Cultural Communication Logic

作　　者：刘宝林 尚青 LIU Bao-lin;SHANG Qing(Journal Editorial Office,Hainan Normal University,Haikou571157,China;Department of Culture and Tourism,Taiyuan University,Taiyuan030012,China)

机构地区：[1]海南师范大学学报编辑部,海南海口571100 [2]太原学院文旅系,山西太原030012

出　　处：《海南师范大学学报（社会科学版）》2023年第1期114-122,共9页Journal of Hainan Normal University(Social Sciences)

摘　　要：泰国广告以其明显的艺术风格及足够大的“体量”,在互联网上形成了一个相对独立的系统,形成了一种现象级传播形态:“泰国广告”。它在传播产品和服务信息的同时,关注社会效益、注重正能量的传递,塑造着理想社会形象。文章以塑造“幸福家庭”的泰国广告为案例,从传播内容和艺术特色两个方面进行分析,寻找泰国广告的现象级传播的规律,并进行一定的理论提升。泰国广告作为文化传播的逻辑路径有四个关键点:文化认同是文化对外传播成功的逻辑起点;新媒体技术是泰国广告成功传播的重要因素,但一切创作技巧和手段都是为内容服务的,文化创作坚持以传播经典传统文化、本土优秀文化为重点的“内容为王”的核心要义不能改变,这是文化精品生产必经之路;在“讲什么”及“如何讲”上不断优化讲述的技巧,通过观众喜闻乐见的叙事艺术手法,即文化传播的“战术”,运用化虚为实、化静为动的创新表现形式使故事生动活泼、能看、好看;只有与观众的悲欢离合、喜怒哀乐等感情对接,与观众产生共情、共振等效果的广告作品才能够使观众对产品产生好感,唤醒其潜在的购买欲望,感情共鸣是广告文化传播的目标和逻辑归宿。With its distinctive artistic style and adequate “volume”, Thailand advertising has constituted a relatively independent system on the Internet, thus forming a phenomenal communication form—“Thailand advertising”. While spreading the product and service information, it pays due attention to social benefits and positive energy transmission, and shapes the ideal social image. With the Thai advertisement of constructing a happy family as the study object, this paper analyzes the communication content and artistic features of Thai advertising so as to figure out the rule of the phenomenal communication of Thailand advertising, as well as make some theoretical improvement. As a logical path of cultural communication, Thai advertising has four key points: cultural identity is the logical starting point of successful cultural communication, while new media technology is an important factor for the successful communication of Thai advertising, but all the techniques and means of creation are for the service of contents, and the core notion that cultural creation should adhere to the dissemination of classic traditional culture and excellent local culture focused on “contents” cannot be changed, which is the only way to produce fine culture. As regards “what to tell” and “how to tell”, the narrative skills are constantly optimized. Through the popular narrative art techniques of the audience, namely the “tactics” of cultural communication, efforts have been made to render the story lively, readable and beautiful through the innovative expression forms of transforming the virtual into the real and the static into the dynamic. Only by linking with the audience’s emotions such as joys and sorrows as well as producing empathy in and resonance with the audience, can the advertisements make the audience have a good impression on the product and thus awaken their potential purchase desire, as emotional resonance is the target and logical destination of advertising culture communication.

关 键 词：泰国广告 现象级传播 幸福家庭 传播逻辑 

分 类 号：G13[文化科学]