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简明性原则是广告写作的重要原则之一。广告写作须恪守简明性原则的原因在于:(1)广告是有偿的信息传递,决不允许冗词赘语浪费广告投资;(2)生活在快节奏的现代社会中的广告受众对广告多有戒备心理,冗长的广告更易于招致他们的厌恶心理;(3)广告注意多为无意注意,而对广告的记忆也多停留在容量有限的短时记忆阶段,冗长的广告无疑会增加保持注意及信息加工的难度。广告崇尚简洁,而
The principle of conciseness is one of the important principles of advertising writing. The reason why advertisement writing should abide by the principle of conciseness is that: (1) advertisement is a paid information transmission, and never allow redundant words to waste advertising investment; (2) advertisement audience living in fast-paced modern society have more Alert psychology, lengthy ads are more likely to incur their disgust; (3) ads are mostly unintentional attention, but also the memory of advertising are more limited to the short memory capacity of limited capacity, lengthy advertising will no doubt increase the attention and The difficulty of information processing. Advertising advocating concise, and