本文關(guān)鍵詞： 睡衣 藝術(shù)夸張 董酒 比喻式 催淚彈 敘述式 夸張手法 主觀感受 強(qiáng)化刺激 腳鐐　出處：《修辭學(xué)習(xí)》1994年05期 　論文類型：期刊論文

【摘要】：正 廣告是科學(xué)也是藝術(shù)。從科學(xué)的角度來看,廣告必須完全忠實(shí)于事物的本來面目,不得任意夸大和縮小。從這個(gè)意義上說,廣告同夸張似乎是水火不相容的。從藝術(shù)的角度看,廣告要引起人們的關(guān)注,就要設(shè)法使訴求認(rèn)知的事物的刺激達(dá)到一定的量,即通過強(qiáng)化刺激度來使廣告引人注目,而夸張正是行之有效的辦法之一。從這個(gè)意義上說,廣告又宜用夸張手法。處于這種既允許又不允許的兩難境地,就使得在廣告中運(yùn)用夸張,如同帶著腳鐐跳
[Abstract]:Positive advertising is both science and art. From a scientific point of view, advertising must be completely faithful to the true nature of things, not arbitrarily exaggerated and reduced. In this sense, Advertising seems incompatible with exaggeration. From an artistic point of view, if advertising is to attract people's attention, it is necessary to try to achieve a certain amount of stimulation of things that appeal to cognition, that is, to make advertising noticeable by strengthening its stimulus. But exaggeration is one of the effective methods. In this sense, advertising should also use exaggeration. In this kind of dilemmas that are both allowed and not allowed, it makes the use of hyperbole in advertising like fetters.
【分類號(hào)】：H15

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