【摘要】：廣告語是品牌形象傳播的最直接的形式之一,對(duì)建構(gòu)國(guó)有企業(yè)品牌形象、提升國(guó)有企業(yè)品牌價(jià)值具有重要作用。品牌形象是消費(fèi)者對(duì)品牌的綜合認(rèn)知與評(píng)價(jià),本文從修辭格與修辭效果角度出發(fā)對(duì)國(guó)有企業(yè)廣告語進(jìn)行系統(tǒng)的歸納與研究,通過對(duì)"警策""排比""對(duì)偶""比擬""引用"等修辭格進(jìn)行分析,提煉廣告語修辭格對(duì)國(guó)有品牌形象傳播與建構(gòu)的意義。
[Abstract]:Advertising is one of the most direct forms of brand image communication, which plays an important role in building the brand image of state-owned enterprises and promoting the brand value of state-owned enterprises. Brand image is the comprehensive cognition and evaluation of brand by consumers. This paper systematically induces and studies the advertising language of state-owned enterprises from the perspective of rhetoric and rhetoric effects. By analyzing the rhetorical devices such as "police strategy", "comparison", "duality", "analogy" and "citation", the significance of advertising rhetoric to the spread and construction of state-owned brand image is refined.
【作者單位】： 北京工商大學(xué)藝術(shù)與傳媒學(xué)院黨委;北京工商大學(xué)藝術(shù)與傳媒學(xué)院;
【基金】：“北京工商大學(xué)國(guó)有資產(chǎn)管理協(xié)同創(chuàng)新中心——國(guó)有企業(yè)品牌形象建設(shè)研究項(xiàng)目”“北京工商大學(xué)研究生創(chuàng)新基金項(xiàng)目”階段性成果
【分類號(hào)】：F713.8;H15
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本文編號(hào)：2210599