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1、http://www.tadcgsmm.comhttp://www.sdwzmj.comhttp://www.tsgfmp.cnhttp://www.fclytg.com探讨广告语言设计中的修辞方式Analysisofnecessity,advertisinglanguagedesignoftheintegratedapplicationofvariousrhetoric除了产品本身独特的卖点(UniqueSellingProposi-tion)之外,巧妙的广告语言无疑是吸引潜在顾客的最有效手段,因为在很多场合,潜在顾客首先是通过接触广告而了解产品的。巧妙
2、的语言在很多情况下是通过修辞来体现的,广告语言中恰当地运用修辞就显得必不可少了。在实践中,谐音、夸张、对仗、双关等等在广告宣传中的应用比比皆是。多种修辞手法的综合运用比单一地使用某种修辞又显得技高一筹,更能从美国广告学家科利(R·Colley)所划分的商业广告传播四个阶段——认知(Awareness)、理解(comprehension)、信服(Con-viction)和行动(Action),即:ACCA,来打动潜在顾客。科利对广告传播阶段的划分比传统的AIDA(Atten—tion—Interest—Desire—Action)原则更能体现从广告受众(潜在
3、顾客)的角度来感知和理解广告的价值,突出广告的功能与作用。如果多种修辞手法的综合运用在上述四个阶段分别起到很好的作用,就能使广告给潜在顾客留下非常深刻的印象。Inadditiontotheproductitselfuniquesellingpoints(UniqueSellingProposi-tion),cleverhttp://www.tadcgsmm.comhttp://www.sdwzmj.comhttp://www.tsgfmp.cnhttp://www.fclytg.comadvertisinglanguageisundoubtedlythem
4、osteffectivemeanstoattractpotentialcustomers,becauseinmanyoccasions,potentialcustomerfirstistheunderstandingoftheproductthroughcontactwithadvertising.Cleverlanguageisembodiedbytherhetoricinmanycases,theproperuseofrhetoricinadvertisinglanguageisindispensable.Inpractice,homophonicpu
5、n,hyperbole,antithesis,etc.usedinadvertising,meettheeyeeverywhere.Comprehensiveuseofvariousrhetoricaldevicesthansingleuseofsomekindofrhetoricisbetter,morefromtheUnitedStatesofAmericaadvertisingexpertsKeli(R·Colley)dividedbythecommercialadvertisementfourstages--cognitive(Awareness)
6、,(comprehension),convincingunderstanding(Con-viction)andaction(Action),namely:ACCA,toimpresspotentialcustomers.ColliontheadvertisingtransmissionstagesthantraditionalAIDA(Atten-tion-Interest-Desire-Action)principlecanreflectfromtheaudience(potentialcustomers)perspectivetohttp://www
7、.tadcgsmm.comhttp://www.sdwzmj.comhttp://www.tsgfmp.cnhttp://www.fclytg.comperceiveandunderstandthevalueofadvertising,theroleandfunctionofoutstandingadvertising.Ifthecomprehensiveuseofvariousrhetoricalskillsareverygoodroletoplayinthefourstage,canmakeadvertisingtopotentialcustomers
8、leftaverydeepimpression. 二、广告语言设