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广告文案正在脱离以语言为中心的理性主义形态,受众由绝对依赖于语言文字转向依赖于图片、影像,视觉图像成为现代广告进行创意表现的重要手段。在视觉文化下,文案应该配合图像进行表现,着力突出个性独特的品牌符号、强化品牌效应,贴近人心、以情感人,以此提高受众对文案的阅读几率,消除图像对文案表现功能的过度侵袭,从而最大限度的实现广告文案的表现目标。
Advertising copy is moving away from the language-centered rationalism. The audience turns from relying absolutely on the language and writing to relying on pictures, videos and visual images as the important means of creative expression in modern advertisements. Under the visual culture, the copyrights should cooperate with the images to exert their efforts to highlight the distinctive brand symbols, strengthen the brand effect, get close to the heart and emotionally people, so as to increase the audience’s probability of reading the copywriting and eliminate the excessive invasion of the copyrighted image , So as to maximize the performance of advertising copy of the goal.