試探廣告語的“潛引力”

漢語言文學(xué)論文編號:HY092  論文字?jǐn)?shù):9163,頁數(shù):13

 
目  錄

前言………………………………………………………………………………1
正文………………………………………………………………………………1
一、情感的感染…………………………………………………………………1
二、情趣的引力…………………………………………………………………3
三、文學(xué)化語言的魅力…………………………………………………………5
四、文化的潛引力………………………………………………………………6
五、個(gè)性情緒色彩中的沖擊力…………………………………………………7
結(jié)語………………………………………………………………………………8
參考文獻(xiàn)…………………………………………………………………………9
致謝………………………………………………………………………………10

摘  要：廣告對社會市場的發(fā)展起著非常重要的作用，而廣告語又是廣告中的核心成分，因此，為了能創(chuàng)作出更多成功的廣告，不管是廣告學(xué)界、語言學(xué)界，還是修辭學(xué)界，都對廣告語進(jìn)行了研究。時(shí)代在前進(jìn)，社會在發(fā)展，而廣告語的創(chuàng)作也并沒有固定的規(guī)則，它需因時(shí)而變、隨市而改。所以，本文就先總結(jié)了前人的研究成果，列舉他們的成果在廣告語創(chuàng)作中的具體運(yùn)用和所表現(xiàn)出的效果,特別是修辭學(xué)界所得出的：利用修辭說好“話”等方面，然后在前人的研究基礎(chǔ)之上，進(jìn)一步對眾多廣告語進(jìn)行探究分析，發(fā)現(xiàn)廣告語的潛引力（即潛在的吸引力）來自情感、情趣、文學(xué)、文化、個(gè)性情緒等方面，這也是本文的核心部分。

關(guān)鍵詞：廣告語；潛引力；情感；情趣；文學(xué)；文化；個(gè)性情緒  
    
 The Probe Advertisement Language “Dives the
Attraction”
 
 
Abstract: Advertisements play a vital role in social market development，but the advertisement language is the core ingredient in the advertisement，therefore，in order to create more successful advertisements，the advertisement educational world，the language educational world and the rhetoric educational world， all make the research to the advertisement language．The time is going forward，the society is developing， but the creation of advertisement language have no fixed rules，it also needs changes from time to time，along with the city，therefore，this article first summarized predecessor's research results，enumerates their achievements and the effect displays in the advertisement language creation concrete utilization，specially the rhetoric educational world obtains：Reaches an agreement “the speech” using the rhetoric and so on the aspects，then above predecessor's research foundation，make further analysis to the multitudinous advertisement language，discover the advertisement language dives the attraction (i.e. latent attraction) from aspects and so on emotion， appeal，literature，culture，individuality mood，this also is the article core part．
 
 Key word: advertisement language；dives the attraction；emotion appeal；literature；culture；individuality mood