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广播广告更具生活实感和艺术美感。创意广播广告可以创造环境的时代感、地域性、民族性和规定情景的真实感;可以产生空间感,补充人们对空间的了解和“距离幻觉”;还可以烘托环境气氛、渲染情绪、推波助澜、激化矛盾。在广播广告中,有声语言把广播广告的内容直接传达给听众,是广播广告中用以塑造形象,传达广告诉求的主要工具和手段,也是听众辨析、接受广告的唯一途径。
Radio advertising more real life and artistic beauty. Creative radio advertising can create a sense of the times, regional, nationality and the provisions of the scene of the environment; can produce a sense of space to supplement people’s understanding of space and “distance illusion ”; can also set off the atmosphere of the environment, rendering emotions, Add fuel to the flames and intensify conflicts. In radio advertisements, the audible language directly transmits the contents of the radio advertisement to the audience, which is the main tool and means for shaping the image and advertising appeal in radio advertisements. It is also the only way for the audience to discriminate and accept advertisements.