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语言是广播宣传的唯一媒介,所以广播语言表达能力如何,直接关系到广播宣传的效果。正如但丁所说:“语言作为工具,对于我们之重要,正如骏马对于骑士的重要。”所以,我们要把广播稿的每一句话都说好,不仅要重视“说什么”,而且还要研究“怎么说”,让语言发挥最大的效力。说法不同,效果会大不一样。我们举两条交通宣传标语为例。前几年,郑州市交通要道曾经有过这样的宣传标语:“越线罚款值勤”,自从开展“文明礼貌月”以后,改为“请您不要越线”。两条标语,一个意思,但给人的感受却不相同。前者象交通官在发布命令,
Language is the only medium of broadcasting, so how to express the language of broadcasting is directly related to the effect of broadcasting. As Dante said: “The importance of language as a tool for us is as important as a horse to a knight.” So, let’s say every word of the broadcast, not only about “what to say,” but also Study “how to say”, let the language play the greatest effect. Different views, the effect will be very different. Let’s take two traffic signs for example. A few years ago, the traffic arteries of the city of Zhengzhou used to have such propaganda slogans: “Crossing the line and fine on duty”. Since the launch of “civilized manners and courtesy month”, it has been replaced by “Please do not cross the line.” Two slogans, one meaning, but gives the feeling is not the same. The former is like a traffic officer in issuing an order,