Research on the Coupling Relationship Between Advertising Slogans and Regional Culture in Inner Mongolia
- DOI
- 10.2991/assehr.k.211020.327How to use a DOI?
- Keywords
- Inner Mongolia, advertising slogans, regional culture, rhetoric art, coupling relationship
- Abstract
Language serves as the material carrier of culture. Advertising slogans manifest the cultural heritage, development concept and value system of an enterprise or even a region, of which the language characteristics, social applications and national psychology exert considerable influence on both consumers and audiences. This study, from the perspective of the coupling relationship between advertising slogans and regional culture, explores the linguistic characteristics of the advertising slogans in Inner Mongolia in terms of phonetic rhetoric, specific rhetoric and linguistic structure influenced by regional culture, followed by the analysis of their coupling relationship of mutual influence and promotion. The interpretation of advertising slogans is of great significance for enhancing the effect of advertisement in Inner Mongolia, highlighting the cultural connotation of regional advertising slogans and boosting the regional brand image of Inner Mongolia. Further delving into the excellent history and culture of different ethnic groups in Inner Mongolia is expected to better inherit the national spirit.
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Jian Zhao AU - Qi Jia PY - 2021 DA - 2021/10/21 TI - Research on the Coupling Relationship Between Advertising Slogans and Regional Culture in Inner Mongolia BT - Proceedings of the 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021) PB - Atlantis Press SP - 1189 EP - 1197 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.211020.327 DO - 10.2991/assehr.k.211020.327 ID - Zhao2021 ER -