| 自我夸赞用心选择——谈广告语言夸饰模式 |
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| 引用本文： | 汪又发.自我夸赞用心选择——谈广告语言夸饰模式[J].孝感学院学报,2001,21(1):24-27. |
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| 作者姓名： | 汪又发 |
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| 作者单位： | 孝感学院,艺术系,湖北,孝感,432100 |
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| 摘 要： | 文章着重从商业性与美学性两个方面分析了广告语言夸饰与文学语言夸饰的不同特征,总结了广告语言夸饰的二种模式与市场营销背景的关系以及不同的接受效果;并从广告哲学角度提出了广告语言夸饰运用的二条审美原则.
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| 关 键 词： | 广告语言 夸饰模式 审美原则 |
| 文章编号： | 1007-1075(2001)01-0024-04 |
| 修稿时间： | 2000年10月20 |
Comment on the Exaggerating Mode of Advertising |
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| WANG You-fa.Comment on the Exaggerating Mode of Advertising[J].JOURNAL OF XIAOGAN UNIVERSITY,2001,21(1):24-27. |
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| Authors: | WANG You-fa |
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| Abstract: | This paper emphatically analyzes the exaggerating feture of advertising language as differ from that of literary language in terms of commercialism and aestheticism.It also sums up the relationship between two different modes of exaggeration and the marketing background as well as the different feedback.Two aesthetic principles concerning the adoption of exaggerating language are also targeted for discussion from the stand point of advertisement philosophy. |
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| Keywords: | advertising language exaggerating mode aesthetic principle |
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