广告不是文学,文学也不是广告。如果把广告写成了文学作品,读起来倒可能绕有情趣,但不会产生广告效应,白出了撰写之力,也白花了广告费用。 现在有些广告词,施展了不少文学手段,排比句,对偶句,合辙押韵,比喻对比,读起来琅琅上口,文彩颇足,但市场反应却淡漠。有些广告词,为了凑上韵脚而不惜因文害义,不顾用语规范,其效果不仅是反应淡漠,更是令人莫名其妙或反感了。比如下面这段北京某 Advertising is not literature, literature is not advertising. If you put an advertisement into a literary work, you might find it interesting to read it, but it will not produce advertising effects. Nowadays some advertisements display a lot of literary means, parallelism, even sentences, rhymes and metaphorical comparisons. They read catchy words, but the market response is indifferent. Some advertisements, in order to catch the rhyme at the expense of righteousness, regardless of language norms, the effect is not only the reaction indifferent, but even more baffling or offensive. For example, the following period of this Beijing