论广告语言的幽默艺术
广告语言中的幽默艺术越来越受到人们重视。它可以使消费者在轻松愉悦的氛围中接受广告信息,降低抵触情绪。广告余中的幽默艺术种类众多。既有突出产品功效质量,又有强调产品特点,亦或采用祈请(祈使句表示请求),使用对偶,双关,夸张,拟人,通过形象联想,生活哲理,释名(诠释名称)等方式
Discussion on art of humour in advertising
Increasingly,attention is paid to art of humour in advertising,which helps attract people's attention to the client's products and make them easier to accept information in adertising in an relaxing atmosphere,reduce their feelings against advertising。
There are many different kinds of art of humour in advertising,including imperative,heroic couplet,pun,exageration,personification,vivid imaginaton,maxim and name explaination。
Some of them place emphasis on product quality and effect,while the others on product characteristic。
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