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虽然我们目前尚无从考查世界上最先出现的、被称之为广告语的作品,出自何时与何人之手,但是我们可以肯定地说广告语的最早出现,完全是出自一种功用目的。随着时代的变迁和广告事业的日臻成熟,这种功用目的,仍然是今天广告语存在和发展的原始动机。但是如何理解广告语的这种功用目的,如何在广告语中表现这种目的,换一句话说,现代广告语创意,应该遵循的科学思路是什么,并不是每一个广告人都能正确把握的。在现代广告实践中,我们
Although we are not yet able to test the time and the person who first appeared in the world as the advertising slogan, we can say for sure that the earliest appearance of the slogan is entirely a function of purpose. As the times change and the advertising industry becomes more and more mature, this purpose of function is still the original motivation for the existence and development of advertisements today. However, how to understand this purpose of advertisement language and how to express such purpose in advertisement language, in other words, what is the scientific thinking that modern advertisement language should follow? Not every advertisement person can correctly grasp it. In modern advertising practice, we