The Entertainment Marketing In The Communication And Culture Perspective

In the 21 century, the intrinsic quanlity of business is entertainment, when technology has changed the world dramatically, entertainment is changing the way business works. With the swelling desire of urbanites, the outcry for "liberation nature" is ever surging in the tiring and dull life filled with competition and pressure. The "principle of happiness" has beamed out of Freud's heart and led the crowd back to the primitive nature, where the blank appeared, entertainment filled in. Seeing the enormous demand for entertainment in the market, smart businessmen introduced entertaining factors into the marketing of products at an appropriate time, ushering into a new era for limitless value-adding of the market's demand by applying innovative entertainment marketing modes.At present, more and more experts, scholars and relative persons show great concern about the entertainment marketing. Compared with traditional marketing, what is the innovation of the entertainment marketing? What about the specialties in its communication? How does entertainment marketing work with pop culture? This paper will make a theoretical analysis of these questions from the aspects of Communication, Culture and Marketing, and looking for the answers through the discussion of some cases. This paper consists of four chapters:The first chapter discusses the concept of entertainment marketing, analyzes its origin, and introduces the four modes it displays;The second chapter, which is the core of the paper, investigates the specialties in its process of communication from the perspective of Communication Studies, and quotes the relative concepts of Marketing and Sociology in order to cast off more profound and overall recognition of entertainment marketing.In chapter 3, we analyze the entertainment marketing from the angle of culture research, and discuss the complex relation between pop culture and entertainment marketing, and also discuss the relation between brand experience and entertainment marketing.Chapter 4 puts forward the steps of entertainment marketing, and points out some problems and corresponding countermeasures in its practical application.