电视广告语言在电视广告中的作用  

On the Role of Television Advertising Language in Television Advertising

作　　者：万凯艳[1,2] 

机构地区：[1]中国传媒大学文学院,北京100025 [2]首都经济贸易大学对外文化交流学院,北京100026

出　　处：《科教文汇》2012年第7期80-81,共2页Journal of Science and Education

基　　金：首都经贸大学校级科研项目<电视广告语言特点研究>(项目号:2011XJ021)的资助

摘　　要：本文结合电视广告的自身特点对电视广告语言在电视广告中的作用和价值进行了探讨。笔者认为电视广告语言在电视广告中具有以下几项作用:揭示广告产品的性质、功能、特色等深层信息;画龙点睛,确定广告具体意义;运用多种修辞方法渲染广告情感、增添诙谐幽默的作用;补充、完善广告的省略意义;表达广告的核心内容,展示企业文化和理念;为广告增添哲理性,引发联想和思考。Combined with the characteristics of television advertising, this paper explores the function and value of television advertising language in television advertising.The writer holds that television advertising language possesses the following functions in television advertising： to reveal the characteristics, functions and features of the product; to determine the concrete meaning of the advertisement; to enrich emotion and humor in the advertisement;to complement the omission meaning;to express the core content of the advertisement,so as to show the concept of the enterprise;to add psychology to the advertisement, so as to provoke reflections.

关 键 词：电视广告语言 电视广告 作用 

分 类 号：G222.2[文化科学]