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美国著名广告专家史戴平斯说;“文稿是广告的核心。”这句话充分说明,语言文字在广告中具有十分重要的地位和作用。很多广告心理学家认为,广告中精练的语言文字比形象更便于人们记忆。的确如此,一句好的广告词,往往能起到画龙点睛的作用,收到一字千金的效果。因此,广告制作者为了达到广告诉求的最佳效果,不得不为一句富于创意的广告词而殚精竭虑,采取多种多样的表现形式和手法。其中,活用成语作广告词即是人们极喜爱的一种方法。
The United States famous advertising expert, Stampins said; “Manuscript is the core of advertising.” This sentence fully shows that language and writing in the advertising has a very important position and role. Many advertising psychologists believe that refined language in advertisements is easier for people to remember than images. Indeed, a good slogan can often play the role of a finishing touch and receive a banging effect. Therefore, in order to achieve the best effect of advertising appeals, advertising creators have to make every effort to adopt a variety of expressions and techniques for a creative advertisement. Among them, the use of idioms as advertising words is one of the most popular methods.