Cultural Communication Research On China Travel Advertisements

Travel advertising is a wide range of promotional activity that the tourism enterprises used for their own economic interest. With various media as communication means, planed by advertising company to promote the tourism products and tourism enterprises.The tourism AD can be divided into the following types according to communication content: historical and cultural tourism AD, ethnic and folk cultural tourism AD, red cultural tourism AD, natural ecological tourism AD and tourism commercial advertising. This paper focused on the research of the cultural transmission of China travel advertisement.Firstly, this paper discussed the cultural marketing of tourism industry and the culture transmission of tourism advertising. Culture marketing, on the one hand, is the objective requirement of tourism and culture characteristic; on the other hand, the tourism and cultural marketing has strong function in construction the tourists on cultural consumption identity, enhance the brand image and brand value aspect. As one of the important part of cultural marketing, the culture transmission of tourism advertising with all the elements of marketing strategy constitutes an organic whole to promote its value with mutual developments.Secondly, thorough introduction of subculture spread on tourism AD and especially focuses on the folk custom culture dissemination, red culture dissemination, tourism ecological culture dissemination, the advertising business culture dissemination and make case analysis on Wuzhen. Finally, this paper analyzes the audience cultural coding of tourism AD with the case of Jinggang Mountain. In conclusion, the tourism AD is an effective means of cultural communication.