英语广告口号的创意研究  

Creative Ideas of Composing Advertising Slogans

作　　者：郝瑞英[1] 

机构地区：[1]无锡商业职业技术学院基础教学部,江苏无锡214153

出　　处：《无锡商业职业技术学院学报》2014年第5期105-109,共5页Journal of Wuxi Vocational Institute of Commerce

摘　　要：广告口号犹如广告的眼睛,有着非常重要的作用,所以设计广告口号需要采用多种创意手段使其产品或服务与受众产生共鸣。文章首先阐释了广告口号创意的原则,并通过研究英语中比较经典的广告口号,探讨了直白表达、语境预设、情感激发、求新求变、诗意表现等创意手法。An advertising slogan, the finishing touch of the whole advertising work, plays an irreplaceable role.Slogans adopt various creative means to present the characteristics of the product or service promoted, meanwhile striking responsive chord in the hearts of its target audience. This paper first discusses the principles of composing creative advertising slogans, then, by analyzing classic English advertising slogans, expounds five techniques of writing them： directness, presupposition, emotional inspiration, novelty, and poetic devices.

关 键 词：英语 广告口号 创意 实现手段 

分 类 号：H315[语言文字—英语]