Research On Advertising Discourse To Shaping To Festivals Experience

China's traditional festivals are the crystallization of the culture and wisdom of our working people for thousands of years,and are an integral part of the composition of national culture.After entering the modern social form,as economic society,urban life,information media and ideology,consumption habits,etc.have been impacted by the technological revolution and economic and cultural globalization,people's holiday experience is greatly different from the past,and it also makes them rely on agriculture.The living space of the traditional festival culture developed by civilization is sharply compressed.Among them,consumerism is the most tender and powerful in deconstructing traditional festival culture under the advancing technological advantages of advertising media.Advertisers can refine and materialize traditional festivals,use foreign festivals,and even directly build artificial festivals for consumption in order to stimulate consumption.Different from the natural and simple festive atmosphere created by traditional festival rituals,advertisements have become the main tool for shaping the festive atmosphere in the context of the new era.This article analyzes and interprets the shaping and changes of festivals in modern advertising from the following aspects:The introduction part introduces the meaning and purpose of research topic selection,the current status of related research at home and abroad,and the research methods and ideas of this topic,which are innovations.The first chapter compares the molding power of traditional print media with contemporary new media,highlights the powerful communication power of modern multi-media advertising media,and paves the way for later articles.The second chapter compares the different situations of traditional festivals in ancient and modern times,especially the huge influence of advertising on the contemporary traditional festivals and foreign festivals and the shaping of festival feelings.In Chapter Three,the "Singles Day" in the youth subculture is replaced by "11·11 Shopping Festivall" as a clue,and the interpretation of the "artificial festivals" method and the expansion of the traditional festival definition by advertisers to stimulate consumption.The fourth chapter criticizes the status quo of today's strong commercial holiday experience,and emphasizes the importance of protecting traditional festivals to establish a modern form ofnational life experience and maintain a sense of national identity.