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时下有些广告,初观之也觉字面清新、语言优美、画面亮丽,甚至眩人眼目。但总言则尽意止,不耐咀嚼,令人过目即忘,没有回味感。这是为什么?其症结就是在广告语言中缺乏情境意义?著名文学家老舍先生说:“文字本身没有什么头等二等的分别,全看我们如何调遣它们。”(《出口成章·谈谈简炼》)事实确乎如此。某个词语在此处熠熠生辉,而置之他
Nowadays there are some ads, the initial view also felt literal fresh, beautiful language, beautiful screen, and even dazzling. However, the total is done only, impatient chewing, it is memorable people, there is no sense of aftertaste. Why is this? The crux of the matter is the lack of situational significance in the advertising language. “The famous writer Lao She said:” There is no second-rate distinction between the characters themselves and the whole look at how we dispatch them. “(” This is indeed the case. A word shines here, and set him