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广告是一种说服性语言。一则成功的广告在于利用有针对性的诉求,使受众理解并完全接受信息。本文以马斯洛的需求层次论为基础,对广告的诉求策略进行分类并对其进行了语用分析,以期对广告主确立适当的诉求策略提供建设性的建议。
Advertising is a persuasive language. A successful advertisement is to use the targeted appeal to make the audience understand and fully accept the information. Based on Maslow’s hierarchy of needs, this paper classifies and describes the appeal strategies of advertisers in order to provide constructive suggestions for advertisers to establish appropriate appeal strategies.