本文選題：廣告 + 廣告語言��； 參考：《四川師范大學》2010年碩士論文

【摘要】： 廣告是一門由多方面專門學科構(gòu)成的大學科,除了廣告學外還要有美學、傳播學、廣告心理學、市場營銷學、文學等多種學科的配合�，F(xiàn)代廣告依靠現(xiàn)代科技所做出來的美學效果,不論是在畫面上還是在音響上都遠遠超越了過去�，F(xiàn)代的媒體兼有視聽兩方面的優(yōu)勢,因此對藝術(shù)手段的運用可以說是非常深入的,幾乎跨越了所有藝術(shù)形式并將它們有機的加以組合,創(chuàng)造出優(yōu)美的意境,比如以繪畫、音樂、語言,詩歌、繪畫、音樂,戲劇、舞蹈、繪畫等組合形式在美學上達到了意想不到的美學效果,從而為受眾更好的理解廣告、接受廣告起到了積極的作用。這些畫面上和音響上的效果,其特征也十分鮮明,但這些幾乎都沒離開過廣告語言的配合。 “廣告”一詞源于拉丁adverture,意思是“喚起大眾對某種事物的注意,同時誘導于一定方向所使用的手段”。一般人所認為的廣告就是營利性廣告,指為了推銷商品和勞務(wù),以獲取利益為目的而進行的廣告活動。盡管在很多人在概念上并沒有把廣告的廣義和狹義進行明顯的區(qū)別,他們認為廣告的目的都是為了最大限度的引起受眾的注意,并讓受眾在潛意識里留下深刻的記憶,有很多廣告在創(chuàng)作時就是為了能引起受眾的注意。然而無論哪種廣告都是有某種情感訴求的,就廣告而言真正無聲的廣告近乎是沒有的,因為語言在廣告中是一種商品走進受眾潛意識最好工具。
[Abstract]:Advertising is a major subject composed of many specialties, which includes aesthetics, communication, advertising psychology, marketing, literature and so on. Modern advertising relies on modern technology to produce aesthetic effects, both in the picture and sound far beyond the past. The modern media have the advantages of both audiovisual and audiovisual aspects, so the use of artistic means can be said to be very deep, crossing almost all art forms and organically combining them to create beautiful artistic conception, such as painting and music. The combination of language, poetry, painting, music, drama, dance, painting and so on has achieved the unexpected aesthetic effect in aesthetics, thus has played a positive role for the audience to understand the advertisement better and accept the advertisement. These pictures and sound effects, its characteristics are very clear, but these almost never leave the advertising language. "Advertising" comes from Latin adverture.It means "a means of arousing attention to something and inducing it in a certain direction." Advertising is generally regarded as for-profit advertising, which refers to advertising activities for the purpose of promoting goods and services for profit. Although many people do not make a clear distinction between the broad sense and narrow sense of advertising in concept, they think that the purpose of advertising is to maximize the attention of the audience and to leave deep memories in the subconscious mind of the audience. There are many advertisements created in order to attract the attention of the audience. However, no matter which kind of advertisement has some kind of emotional appeal, there is almost no real silent advertisement in advertising, because language is the best tool for a commodity to enter the subconscious mind of the audience in the advertisement.
【學位授予單位】：四川師范大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：F713.8

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2 劉榮;基于AIDMA模型的城市旅游營銷口號評價要素研究[D];江南大學;2013年

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本文編號：2040915