Research On The Application Of The Elements Of Farming Culture In Regional Brand Image Advertising Of Agricultural Products

Chinese excellent farming culture,as the crystallization of agricultural production activities by the laboring people over thousands of years,is in the face of the inheritance crisis with the development of modern agricultural technology.In response to the Rural Revitalization Policy and drive the development of regional agriculture,in recent years,local governments have been vigorously developing regional brands of agricultural products,and the number of image advertisements has surge increased,as an important means of brand publicity.With its rich artistic form and deep-cutting cultural connotation,the elements of farming culture have been widely used in regional brand image advertising of agricultural products.The study on application of farming culture elements in regional brand image advertising of agricultural products is of great significance to perfect the quality of image advertising,improve brand recognition and reputation,inherit Chinese excellent traditional culture and realize the revitalization of rural economy and the development of rural culture.This paper collected and sorted out 146 regional brands of agricultural products listed or selected in the four sessions of China Regional Agricultural Brand Influence Ranking List from 2018 to 2021,and took 124 brand image advertisements which facilitated farming culture elements as samples.After analyzing the 9312 farming culture elements used in the sample,it is found that the elements of farming culture can be generally classified into two categories:material cultural elements and non-material cultural elements,which mainly focused on five themes to spread up:regional agricultural environment,regional agricultural history,regional agricultural technology,regional agricultural products and regional agricultural concepts.They presented the unique element application mode of regional brand image advertising of agricultural products in terms of multi-sensory presentation,artistic expression practices and theme appeal strategy.And they have reflected the application law of three elements including following the characteristics of farming culture elements,conforming to modern social values and establishing a positive image of regional brands of agricultural products.At present,many problems still exist in the application of farming culture elements in the regional brand image advertising of agricultural products,such as the high degree of homogenization in the selection of elements,the presentation of elements separating from the audience’s aesthetics,the single and conservative template of element combination and the neglect of cultural connotation in the application of elements.With regard to these questions,this paper proposes four countermeasures:excavating feature elements,enriching element forms,innovating element combination and attaching attention to element connotation.We hope that it can help the development and construction of regional brands of agricultural products,promote the film quality of regional brand image advertising of agricultural products,and provide guidance and reference for farming culture elements to play a positive role in regional brand advertising of agricultural products.