论文部分内容阅读
随着广告渐渐地趋向于图形化,广告作品当中文字部分的作用越来越被弱化了,如何使广告文案对于消费者有更多的吸引力,是广告文案当前所面临的挑战。广告文案作为广告中打动和吸引消费者的文字部分,扮演着一则广告的灵魂的角色,它的好与坏直接影响着广告效果的成功与失败。模糊词语在广告文案中的运用,对于广告作品内容的表现效果有着积极的作用。在广告作品中,广告文案由广告标题、广告正文、广告口号和广告随文等几部分组成。
As ads gradually become more graphic, the role of the Chinese part of advertising works is weakened. How to make ad copy more attractive to consumers is the current challenge for copywriting. As a text part of the advertisement which impresses and appeals to consumers, the advertisement copy plays the role of the soul of an advertisement. Its merits and demerits directly affect the success and failure of advertising effectiveness. The use of vague words in advertisement copy has a positive effect on the performance of advertising works. In the ad works, ad copy by the title of the ad, the text of the ad, advertising slogans and advertising with the text and other parts.