餐饮广告语写作技巧探讨  

On the writing skills of catering advertising language

作　　者：李宗侠 LI Zong-xia(Chongqing Lixin Vocational Education Center,Chongqing,400036,China)

机构地区：[1]重庆市立信职业教育中心,重庆400036

出　　处：《闽西职业技术学院学报》2022年第3期65-69,共5页Journal of Minxi Vocational and Technical College

基　　金：2021年重庆市沙坪坝区教育科学规划课题“中职语文病句题型分析及教学策略探究(项目编号:2021-1-中089)”。

摘　　要：在竞争激烈的餐饮市场,餐饮广告语创作者要根据餐饮企业、餐饮产品的特点,从受众的诉求出发,运用渲染爱国情怀、突出家庭元素、蕴含理想追求、强调喜怒哀乐、凸显乡土地缘等感性诉求方式,或者运用突出产品特色、强调产品价格、彰显产品质量等理性诉求方式,创作出富有人情味、容易产生共鸣、打动受众的广告语,刺激受众的消费欲望,促动受众产生消费行为,增强广告效果。同时,发挥餐饮广告语在传递信息、促进竞争、传播文化、树立形象等方面的积极作用。In the fierce competition in the catering market,catering advertising creators should,according to the characteristics of catering enterprises and catering products,start from the appeals of the audience,and use emotional appeals such as rendering patriotic feelings,highlighting family elements,containing ideal pursuit,emphasizing happiness,sorrow and joy,highlighting local geography,etc.The creators should use rational appeals such as highlighting product features,emphasizing product prices and highlighting product quality to create advertising slogans full of human touch,easy to resonate and move the audience,stimulate the consumption desire of the audience,stimulate the consumption behavior of the audience and enhance the advertising effect,then give play to the positive role of catering advertising language in conveying information,promoting competition,spreading culture and setting up image.

关 键 词：餐饮广告 刺激效果 感性诉求 理性诉求 

分 类 号：F713.8[经济管理—广告]