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作好广播广告,一方面要充分发挥广播形象化声音的特点,另一方面要借鉴电视、报纸等媒体广告的特长,作到优势互补。这就需要广告人在制作广播广告时,学会用“声音来思考”而这种思考的目的就在于为广播广告“造景”。 广播广告是否能吸引听众的注意力,能否赢得听众的好感,关键在于所“造”的景景致如何。俗话说,看景不如听景。这充分说明听觉感受能给人带来丰富的想象空间,广播广告在这方面有着得天独厚的条件。
Make radio ads, on the one hand to give full play to the characteristics of the visual audio broadcast, on the other hand to learn from television, newspapers and other media advertising expertise, complement each other. This requires advertisers in the production of radio ads, learn to use “voice to think,” and this kind of thinking is aimed at broadcasting advertising “landscape.” Whether the radio advertisement can attract the listeners’ attention and whether they can win the favor of the audience depends on how the “made” scene is. As the saying goes, see the scene as good as the scene. This fully illustrates the auditory experience can give people a wealth of imagination, radio advertising in this area has a unique condition.