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商业广告使企业与市场得以沟通,企业与商品(在本文兼指“服务”)的形象得以建立,从而影响舆论、刺激需求、创造时尚、促进销售。 对于印刷媒体广告来说,广告文案是指广告内容的文字部分,包括标题、正文(Body copy)、标语、公司的标帜、地址、商标等。如何把销售信息准确有效地传递给消费者,引起消费者对商品的注意、兴趣、欲望,提高记忆,进而采取行动,是广告文案的重要任务。在这里,我们以香港报章的商业广告为语料,从广告心理学的角度,尝试透过主题类别、促销策略和语言策略三方面,管窥香港商业广告文案的特色。
Commercial advertising enables businesses to communicate with the market, and the image of businesses and goods (both referred to as “services” in this article) has been established to influence public opinion, stimulate demand, create fashion and promote sales. For print media advertisements, ad copy refers to the text portion of the advertisement content, including the title, body copy, slogan, company logo, address, trademark, and the like. How to pass the sales information accurately and effectively to consumers, causing consumers to pay attention to goods, interests, desires, improve memory, and then take action is an important task of advertising copy. Here, we use the commercial advertisements of the Hong Kong Press as a corpus, from the perspective of advertising psychology, and try to give a glimpse of the characteristics of Hong Kong commercials by means of thematic categories, promotion strategies and language strategies.