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广告的目的是为了广而告之,向人们宣传推销自己的产品。让人们知道自己的产品是起码的要求,最好还要让人们了解、熟悉,并最终记住自己的产品。为了达到这些目的,除了重视一般的宣传技巧之外,广告的语言是一大关键。广告语言的把握不妨从以下几个方面去考虑。 以情动人:一则好的广告其语言应该最大限度地引起广大顾客的感情共鸣,缩短顾客与商品之间的心理距离。一般从恋情、夫妻情、朋友情、父子情等方面入手,当然也包括普通的同志之情。纽约一所幼儿园的广告:“到这儿来吧!瓜一样甜,水仙花一样嫩的乖乖!”一声“乖乖”一下子把孩子与幼儿园阿姨之间的距离接近了,这比“小朋友”来得亲切动听,缕缕柔情,殷殷母爱,溢于言表。
The purpose of advertising is to advertise it, to promote people to promote their products. Let people know their product is the minimum requirements, it is best to let people know, be familiar with, and ultimately remember their products. In order to achieve these goals, advertising language is a key addition to the usual advocacy techniques. Grasp the ad language may wish to consider the following aspects. Emotional: a good advertising language should maximize the emotional resonance of the vast number of customers, shorten the psychological distance between customers and goods. Generally from the romance, marital relations, friends, friends and relatives start, of course, including ordinary gay feelings. An advertisement from a kindergarten in New York City: “Come here! Melon is as sweet as a daffodil!” Said “obediently” and immediately approached the distance between the child and the kindergarten aunt, which was more cordial than “children”. Beautiful, graceful, tender motherhood, overflowing with words and expressions.