| 词语的巧妙运用与广告的形式美 |
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| 引用本文： | 肖春香.词语的巧妙运用与广告的形式美[J].新余高专学报,2007,12(4):58-60. |
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| 作者姓名： | 肖春香 |
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| 作者单位： | 新余高等专科学校,人文科学系,江西,新余,338000 |
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| 摘 要： | 广告对企业商品营销起着重要的作用，这与广告形式的多样化不无关系，尤其是广告的形式关对广告的宣传效果有很重要的作用。反复、镶嵌、超常搭配、仿拟、飞白、拟字等是广告在词语运用方面常用的修辞手法。
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| 关 键 词： | 广告 形式美 反复 镶嵌 超常搭配 仿拟 飞白 拟字 |
| 文章编号： | 1008-6765（2007）04-0058-03 |
| 修稿时间： | 2007-06-22 |
Clever use of words and the form beauty of advertisement |
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| XIAO Chun-xiang.Clever use of words and the form beauty of advertisement[J].Journal of XinYu College,2007,12(4):58-60. |
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| Authors: | XIAO Chun-xiang |
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| Institution: | Xinyu College, Xinyu 338000 China |
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| Abstract: | Advertisement plays an important role in marketing of goods of enterprises, which has close relation with diversification of advertisement form. Especially the form beauty of advertisement increases the publicity effect. The common rhetoric means of advertisement in the use of words are repetition, embedding, unusual collocation, imitation, style of calligraphy and neologism. |
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| Keywords: | advertisement form beauty repetition embedding unusual collocation imitation style of calligraphy neologism |
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