Research on the Influence of "Funeral Culture" Expression on Advertising Effect: Based on the Adjustment Function of Brand Positioning

At present, "funeral culture" with the theme of "decadence, anxiety and helplessness" is widely spread in social media, many businesses have seized hotspot to take advantage marketing trend. This study investigates practice advertising, combines literature on brand positioning, constructs a model based relevant theories, proposes research hypothesis explain relationship between advertising expressions positioning. The intended interaction as well mediating role identity. enrich this field provide some guidance for culture".