Xinjiang Cultural Demands Of Alcoholic Print Ads

Wine culture in China in5000years, the great river culture has a long history, and theprototype of the alcohol advertising already appeared in the song dynasty, and the backgroundof economic globalization in today’s era, prompting advertising culture showed acrossdifferent geographical, ethnic characteristics. Xinjiang as a multi-ethnic groups and multipledistribution center of national culture, alcohol advertising on the cultural construction anddissemination has its unique geographical and ethnic attributes. Intention in this paper,through the analysis of the liquor brand of interpretation of xinjiang local outstanding printadvertising and propaganda strategy of brand culture, in the hope of comprehensive andsystematic summarized under the background of Chinese liquor brand advertising, xinjiangwine print ads of cross-domain, cross-national, cross-cultural communication and thecharacteristics of xinjiang wine brand promotion strategy.The drinks industry has a long history of China, and the variety of Chinese liquor arediverse and complex. Chow era about three thousand years ago, the Chinese original couldmade wine fermentation, and makes the rice wine brewing became popular; In the songdynasty, the Chinese invented the distillation again, began to make wine. Until today, with thedevelopment of industrial technology, the advanced mechanical production replaced thetraditional way of wine, but it is still in the brewing process to follow the ancientwine-making philosophy. In the five thousand years of civilization, is not historically to thepraise and praise, the rise of the wine industry to some extent also promoted the developmentof the alcohol advertising, if the wine culture is a kind of indescribable chemistry socialphenomenon, so long history of wine culture in the development of advertising can get clear.Between different places, different nations have different wine culture. In themulticultural integration areas of xinjiang, the origin of wine culture is more than one, ofcourse, these seemingly incompatible wine culture background, actually represent the xinjiangpeople with different cultural backgrounds, formed the unique "culture", liquor brand products to really break into xinjiang such a multicultural aggregation different "culture",need to adapt to the culture of "culture" attribute, the product brand localization operation.Xinjiang wine brand in the process of shaping and development also showed a variety ofculture coexist overlapping phenomenon, the author in his brand of wine from xinjiangselected several representative of the brand, the brand image, brand culture background, planeadvertising communication strategy of comprehensive system of xinjiang culturedissemination characteristics of liquor brands.In the process of alcohol advertising culture spread, liquor brand in xinjiang with thedevelopment of xinjiang economy, increasingly, in the shaping of the brand culture graduallychanged, and the penetration of western consumption culture and identification of the Chineseliquor brand consumption idea, makes the xinjiang wine brand began tinkering with ownbrand gradually, to cater to the broader consumer market.In this unique cultural background areas of xinjiang, China’s wine consumption culturehas a long history, in the "symbol" and "consumption" decision in the era of consumption,wine consumer products, as a special culture plays a multiple role at the same time, it is not inorder to satisfy the people’s normal physiological needs, but embodies the people’s personality,value taste; Represents the people’s social status, wealth; Meet the people in the mind somelack. In xinjiang, with the unique multi-ethnic, polymerization under the special environmentof multiple culture, wine varieties are more abundant than other parts of China, domestic winebrand of brand culture shape should be more diverse and full, the author found in the localprint ads to collect the xinjiang print ads in a lot of problems encountered in the process ofcommunication, branding and product promotion top-heavy, too much emphasis on thebackground behind the brand culture and ignore the value of the brand itself, brand planningand brand appeal to a single, etc., are all real estate alcohol brand one of the most seriousproblems encountered in xinjiang; In the past two years the government control of liquorproduct sales, also of alcohol policies, such as limited drinkers’ wager game is developing direction of the brand for the industry in the future a warning ahead of time.Xinjiang wine brand in the future market developing in national policy under thebackground of how to develop, how the brand’s own hard to find more accord with localculture under the conditions of brand strategy, how many "outside forces" brand and localcompetitive brand of same type to find more suitable for enterprise brand development path,is worthy of practitioners of wine, and liquor brand advertising planning perpetrators ponderquestion.