从广告的区域性表现看品牌区域传播从广告的区域性表现看品牌区域传播1摘 要本文主要采用案例分析的研究方法，选取了几则比较典型的体现地方区域特色的广告作品，分析研究广告区域性表现的几种模式，探讨广告区域性表现对于品牌的意义。进而提出在当下区域性元素滥用的环境下，企业或产品品牌广告在使用区域性表现元素时要防止流于表面的复制、堆砌。品牌想要获得持久的影响力，在重视使用区域性表现元素时，更重要的是要理解该区域的特色，理解当地消费者的地域文化和情感，这样才能更好利用广告区域性表现来拉近和消费者的心理距离，更大程度上获得消费者的认同和喜爱。关键词：区域性；广告表现；品牌；区域传播From The AD’s Regional Representation At The Regional RrandingAbstract2This article mainly analyses the case study method, a few more representative of the local area of advertising works, study of the culture of some kind of pattern and to explore commercial culture in the performance. Then put forward in the present regional circumstances, the elements of the enterprise or a brand name products advertised in the use of regional representation as to prevent the flow of elements to the surface, processing zone copy elements. Brand want to obtain lasting impact on regional representation in the use of the elements, the more important to understand the characteristics, and understand local consumer culture and emotions. Only in this way can we shorten the psychological distance with the consumer and get the recognition and love of consumer.Keywords: regional；advertise performance；brand；regional communication目 录引言……………………………………………………………………………5一、广告案例分析……………………………………………………………5 （一）概念界定…………………………………………………………53 1、广告表现……………………………………………………………… 5 2、区域传播下的“区域”定义……………………………………………… 6 （二）案例分析研究……………………………...
