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1、广播广告创意研究摘要广播广告是一种诉之于听觉的有声语言，它依托广播这种媒体传播商品、劳务和公益信息，不过这种信息言过即逝，不同于图文并茂的报纸或杂志和声画合一的电视广告，所以如何运用广播广告的语言去实施广告策略、进行广告创意，实现广告诉求就显得尤为突出和必要。语言、音乐和音响是构成广播广告的三个要素，其中语言是广播广告的一个核心要素。广播广告的语言是介于口头语言和书面语言之间的一种语言，它既不想口头语言那样随想随说，又不像书面语言那样庄重严谨，广播广告需要借助自然亲切、生动悦耳、声情并茂的言语来吸引听众、打动听众，所以运用这种语言不仅要做到“以声夺人”，还要讲究“以情感人”，“以
2、理服人”，使受众如闻其声，如见其物，如临其境。本次论文主要从广播广告的自身特点出发，围绕广播广告的创意研究展开。先对广播现有的发展情况，进行了科学、准确的收听调查，对广播台电的总体风格进行重新定位，对个别节目进行重新编排，以市场需求打造专业电台、精品节目，做到了品牌先行，办看得见的广播的理念。做到深入调查研究，从中得出，要想立于广告媒介的不败之地，就必须有创意。关键词：广播广告，广告创意，有声语言，媒体传播RADIOADVERTISINGCREATIVERESEARCHABSTRACTRadioadvertisingisanappealtotheauditoryverballan
3、guage,itreliesontheradiothismediacommodity,laborandpublicinformation,butthisinformationistoofleeting,unlikeillustratedmagazineornewspaperanddrawatelevisionadvertisementstrategyofadvertisement,advertisementcreative,achievingawideappealappearsespeciallyimportantandnecessary.Language,musicandsou
4、ndiscomposedofbroadcastadvertisingofthethreeelements,ofwhichlanguageisacentralelementofradioadvertising.Radioadvertisinglanguage,itdoesnotwanttoorallanguageascapricewithsaid,unlikethewrittenlanguageasarigorous,radioadvertisingneedsthehelpoffriendlyasarigorous,radioadvertisingneedsthehelpoffri
5、endly,vividpleasant,sentimentalwordstoattracttheaudience,audience,sousethiskindoflanguagenotonlytodo“theAcousticDuo”,butalsopayattentionto“emotion”,“persuadethroughreasoning”,maketheaudiencesee,suchasitsobject,nature.Thispapermainlyfromthebroadcastadvertisingoftheirowncharacteristics,aroundth
6、eradioadvertisingcreativeresearch.Thefirsttobroadcastcurrentdevelopmentsituation,carriedoutscientific,accuratelisteningsurvey,theoverallstyleofbroadcastingTeclastundertakelicatingafresh,forindividualprogramswererearranged,withmarketdemandtocreateaprofessionalradio,high-qualityprograms,achieve
7、dthefirstbrand,dovisiblebroadcastingconcept.Dothethoroughinvestigationandstudy,draw,wantstoremaintheadvertisingmediumisaninvincibleposition,itmustbecreative.KEYWORDS:Radioadvertising，advertisingcreative，soundlanguage，Mediacommunication目录前言...
