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广告语言的审美意蕴反映了人们对客观事物的价值取向。随着生活质量和文化品位的不断提高,消费本身带来的物质享受的满足感已不再是人们追逐的唯一目的。相反,在日常生活中,寻找美、发现美、欣赏美的文化理念,作为一种自觉的审美追求已渐趋为人们所接受。自然,表现美也就成为广告语言的重要审美内容。广告语言审美意蕴的表现形式主要有四种类型:一是寓意语言的哲理美;二是文学语言的形式美;三是艺术语言的技巧美;四是电视语言的视觉美。一、寓意语言的哲理美广告寓意语言哲理美的特点是:作者为宣传产品的优良品质,将诉求对象人格化,把对产品品
The aesthetic meaning of advertising language reflects the value orientation of objective things. With the continuous improvement of quality of life and cultural taste, the satisfaction of material enjoyment brought by consumption itself is no longer the sole purpose pursued by people. On the contrary, in everyday life, looking for beauty, discovering beauty and appreciating the beauty of cultural ideas has gradually become accepted as a conscious aesthetic pursuit. Naturally, the performance of the United States has become an important aesthetic language of advertising. There are mainly four types of manifestations of the aesthetic meaning of advertising language: one is the philosophical beauty of moral language; the other is the formal beauty of literary language; the other is the technical beauty of artistic language; and the other is the visual beauty of television language. First, the moral philosophy of the United States implied the beauty of the language advertising language advertising philosophy is characterized by: the author to promote the good quality of products, the pursuit of personalization of the object, the product