现代广告语言策略  

The Rhetorical Law about the Modern Advertising Correspondence

作　　者：邱震强[1] 

机构地区：[1]长沙电力学院中文系,湖南长沙410077

出　　处：《惠州大学学报》2001年第1期48-51,共4页Journal of Huizhou University

摘　　要：广告目的、广告对象、广告环境三方面分别对现代广告文案提出了特定的要求。现代广告文案的成功与否表面上与文案对受众吸引力的强弱密切相关 ,实际上取决于语言的运用。The advertising subject,advertising objects and advertising surroundings make peculiar demands on modern advertising correspondence.It seems that whether the advertising correspondence is good or not hinges on the level of appeal to the advertising objects.In fact,it hinges on the level of the meaning and the circumstances.

关 键 词：广告目的 修辞规律 广告文案 题旨 情境 广告媒体 消费者 法律 市场竞争 广告对象 

分 类 号：F713.8[经济管理—广告]