| 论现代广告语言的美学特征 |
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| 引用本文： | 李健.论现代广告语言的美学特征[J].晋中学院学报,2009,26(5):4-6. |
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| 作者姓名： | 李健 |
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| 作者单位： | 武汉大学,新闻与传播学院,湖北,武汉,430072 |
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| 摘 要： | 广告是一种商业推销手段,也是一种文化。广告语言作为广告内容的主要载体,只有具有易懂、精炼、准确的简洁美,生动形象、真实高雅的情趣美,真挚纯洁、亲近和谐的情感美等美学特质,才能在与消费者的审美情感交汇中,建构、树立和宣传自己的形象。
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| 关 键 词： | 现代广告 语言 美学特征 |
The Aesthetic Feature of the Modern Advertising Language |
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| LI Jian.The Aesthetic Feature of the Modern Advertising Language[J].Journal of Jinzhong University,2009,26(5):4-6. |
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| Authors: | LI Jian |
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| Institution: | School of Journalism and Communication;Wuhan University;Wuhan 430072;China |
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| Abstract: | Advertising is not only a means of commercial selling,but also a culture.Being a carrier of advertising content,advertising language can construct, set and publicize their own image in the course of the aesthetic intersection with the their consumer,only when it has such basic aesthetic features as being easy to understand,refining,concise and simple;being vivid,true and sentimentally elegant,being pure and sincere,close and emotionally harmonious. |
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| Keywords: | modern advertising language aesthetic feature |
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