借势平面广告中“势”的语境性  

The Contextuality of“Potential”in Leverage Print Advertising

作　　者：刘晓丽[1] 周郡 LIU Xiaoli;ZHOU Jun(School of Literature and Journalism,Xiangtan University,Xiangtan 411105,China)

机构地区：[1]湘潭大学文学与新闻学院,湖南湘潭411105

出　　处：《湖南人文科技学院学报》2023年第2期89-93,共5页Journal of Hunan University of Humanities,Science and Technology

基　　金：湖南省教育厅重点项目“融媒语境下的借势广告语言研究”(18A050)。

摘　　要：广告的创作和传播是建立在一定的语境基础之上的,借势广告尤其如此。借势广告有与一般广告不同的独特语境因素——“势”。“势”既是借势广告创作的特定语境,也是它实现语用效果的传播语境。“势”会以微观呈现或宏观隐现的方式融入广告中,并与其他广告语境相关联。“势”具有语境性,广告借势必须识“势”懂“势”,顺“势”而为,因“势”、因品牌、因受众制宜。兼顾时机和创意,将“势”与品牌调性和文化有机融合,方可获得受众认可,乘势“上位”,扩大影响。The creation and dissemination of advertising are based on a certain context,especially for the use of advertising.The potential advertising has a unique context factor different from the general advertising:“potential”.“Potential”is not only the specific context of advertising creation,but also the communication context in which it achieves pragmatic effects.“Potential”will be integrated into advertisements in the way of micro presentation or macro looming,and is associated with other advertising contexts.“Potential”is contextualized,and advertising must recognize“potential”,understand“potential”,follow“potential”,and adopt measures suiting“potential”,the brand,and the audience.Only by combining the“potential”with the brand tone integration and taking into account the timing and creativity,can advertising easily take advantage of the momentum to succeed.

关 键 词：借势平面广告 势 语境性 

分 类 号：J524.3[艺术—艺术设计] H152[语言文字—汉语]