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近几年来,随着我国广告事业的发展,广告在传播信息、推广技术、疏通产销渠道、提高商品信誉、促进科学文化发展等方面日益发挥重要的作用。因而,广告语体也开始受到人们的重视。广告语体有广播、电视广告和书面广告等不同类别。它们的语言风格既有共性又有个性。书面广告语体的风格特点是由它的性质、目的、对象、交际环境等因素所决定的。由于社会主义广告是为人民群众、为消费者服务的,所以不允许欺骗群众或损害消费者的利益,必须遵守实事求是、“真实性”的原则。由于制作广告又是为了推销产品,广告对顾客必须具有吸引力,使顾客产
In recent years, with the development of the advertising industry in our country, advertising has played an increasingly important role in disseminating information, promoting technology, unblocking production and marketing channels, enhancing the reputation of commodities and promoting the development of science and culture. Thus, the advertising style has begun to receive the attention of people. Advertising language broadcast, television ads and written ads and other different categories. Their language style is both common and personal. The style characteristic of written advertising style is determined by its nature, purpose, object, communication environment and other factors. Since the socialist advertising is for the masses and serves the consumers, it is not allowed to deceive the masses or harm the interests of consumers. We must abide by the principle of seeking truth from facts and “authenticity ”. Because advertising is to promote products, advertising must be attractive to customers, so that customers produce