摘要
旅游是一种基于精神需求而产生的活动，旅游产业作为朝阳产业，受到社会的普遍关注和重视，而精神需求在现代信息社会越来越需要大众化的广告来小激发、引导，旅游产品的广告宣传是非常重要的沟通媒介，在旅游产业发展中起着重要作用。在现代旅游业中，各种广告已经不是可有可无，而是非有不可，旅游广告的促销作用将得到越来越大的显现。但是，在旅游广告的发展过程中，也暴露了一些普遍存在的问题，国内外研究者在这些方面进行了广泛而多角度的研究。
本文在查阅中外相关文献的基础上，梳理目前的研究思路，以便于明确研究现状，做出简要述评，从而能进一步探讨没有涉及到的领域。
关键词
四季旅游；多元化广告；对策与研究
Abstract
Tourism activities based on the spiritual needs of the tourism industry as a sunrise industry, the widespread social concern and attention, while the spiritual needs of the modern information society increasingly popular advertising to small to stimulate, guide, tourism advertisingthe publicity is a very important medium of communication, plays an important role in the development of the tourism industry. In modern tourism, a variety of advertising is not an option, as an inescapable, the promotional role of tourism advertising will get more and more apparent. However, in the process of development of tourism advertising, but also exposed some common problems, a wide-ranging and multi-angle study of domestic and foreign researchers in these areas.
On the basis of access to Chinese and foreign literature, combing the current research ideas in order to explicitly study the status quo, to make brief comments, in order to further explore areas not covered.
Keywords
Strategies and studies of seasonal tourism; diversified advertisingl
目录
绪论……………………………………………………………………………………………………………………………1
主体……………………………………………………………………………………………………………………………1
一、旅游广告设计的内涵…………………………………………………………………………………….1
（一）人文内涵……………………………………………………………………………………………..2
（二）市场内涵…………………………………………………………………………………………….2
二、旅游广告的传播媒介……………………………………………………………………………………..2
（一）杂志广告……………………………………………………………………………………………..2
（二）网络广告……………………………………………………………………………………………..2
（三）电视广告……………………………………………………………………………………………..3
（四）报纸广告……………………………………………………………………………………………..3
（五）其它传播媒介……………………………………………………………………………………….4
三、四季旅游广告宣传的多元化探究…………………………………………………………………….4
（一）四季旅游广告的符号化………………………………………………………………………….5
（二）四季旅游广告的形象化………………………………………………………………………….5
（三）四季旅游广告的民族化………………………………………………………………………….6
（四）四季旅游广告的品牌化………………………………………………………………………….6
结论……………………………………………………………………………………………………………………………7
致谢……………………………………………………………………………………………………………………………8
参考文献…………………………………………………………………………………………………………………….9
