论文部分内容阅读
本文从广告词的内涵、定位、修辞艺术、消费者接受心理出发,分析2016年度中国十大饮用水品牌的广告词,旨在揭示影响消费者购买饮用水的因素。一、广告语言的定义广告语言就是广告中所运用的语言,是指广告作品中所使用的全部语言文字。它包括商标、广告标题(包括引题、正题、副题),广告标语(口号)、广告正文和广告附文等。从狭义上说,广告语言是指产品的广告词。
Based on the meaning, positioning, rhetorical art and consumer psychology of advertisements, this article analyzes the advertisements of 2016 China Top Ten Drinking Water Brands to reveal the factors that affect consumers’ purchasing of drinking water. First, the definition of advertising language Advertising language is the language used in advertising refers to all the language used in advertising works. It includes trademarks, advertising titles (including questions, questions, subtopics), advertising slogans (slogans), advertising text and advertising attachments. In a narrow sense, the language of advertising is the product’s ad.