Study On The Festival Advertisement From The Perspective Of The Concept Of Communication Ritual

Festival advertising by the festive atmosphere of carnival for marketing communications,not only to convey the product information,also in the dissemination of cultural festivals,consumers on advertising during the festival a brand identity is actually conveyed by advertising festival culture information and their recognition of the traditional culture of the fit.An important aspect of Advertising Festival is a traditional festival culture spread,a certain degree of speaking,festival advertising as we create a festive atmosphere,become a part of the festival itself,we increasingly immersed in such an atmosphere,even ignoring the behind this kind of representation of reality construction.In this paper,the concept of ritual communication from the point of view of using the ritual view of the research path to Festival advertising symbol analysis,attempts to examine meaning of its share in the foundation of realistic society construction and the cultural characterization of the characteristics of Advertising Festival ceremony.This study from the selection of 185 cases of ad sample extraction elements of text,symbols,sounds,colors and so on,follow the Geertz cultural approach,on the basis of data,on festival advertising symbols in external form and symbolism,festival advertising cultural rituals as the construction and maintenance of reality are explained,and the through surface symbols to explore Advertising Festival cultural expression.First,the ritual communication concept and festival advertising are explained,and introduces the research path of a combination of both;secondly,through statistics and Analysis on the festival advertising visual symbols,symbols,the typical situation,showing Festival advertising of festival culture and realistic characterization.Finally,from ritual view angle of sharing,meaning transfer,secular life ceremony,collective Carnival level explain Festival advertising and social interaction ritual.This study in the ritual communication concept combined with the concrete practice of communication makes a new attempt,from the perspective of cultural studies examine Advertising Festival,festival advertising and traditional culture combination development directions are proposed.