网络广告的特殊书面形式和语言运用特点  

Special Written Form of Web Ads and Their Features in Using Language

作　　者：周建民[1] 余亚华[2] 

机构地区：[1]江汉大学语言文学研究所 [2]江汉大学网络中心,武汉430056

出　　处：《江汉大学学报（人文科学版）》2006年第6期56-61,共6页Journal of Wuhan Institute of Education

基　　金：国家语言文字应用研究"十五"科研项目"汉语书面广告语言运用研究"(YB105-64B)

摘　　要：网络广告有着特殊的书面显现形式,与纸质媒体广告相比的最大特点是可利用文字丰富多彩的动感显现方式吸引受众,其语言运用特点主要是简洁明快,以及利用特殊的网络书面形式表意等。Web ads have their special written forms of presentation. Compared with those of the paper media ads, their most prominent features are as follows： they can attract the audience by means of presenting varied, colourful and dynamic letters and words in succinct language and using the special web written forms in expression and others.

关 键 词：网络广告 广告语言 书面形式 

分 类 号：H030[语言文字—语言学]