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语言文字的表现力和传播力往往比声音和图像更强,一切无法用可视形象表现的信息都可用抽象的文字表达,文字是传递广告信息的主要工具。在广告文案写作教学实践中,贯彻创意性思维方式,挖掘文学语言在广告中的审美价值,体现独特的情感主题,往往使广告作品真正能打动人心。在广告学专业教学中渗透相关语言文学类学科的内容,提高学生的人文素养,是提高学生广告创意思维的有益尝试。
The performance and transmission of language are often stronger than those of sound and images. All information that cannot be represented by visual images can be expressed in abstract text. Text is the main tool for delivering advertising information. In the writing practice of advertising copywriting, the implementation of creative thinking, mining the literary language in the aesthetic value of advertising, reflecting the unique emotional theme, often make advertising works can really touch people’s hearts. Infiltrating the contents of relevant language and literature subjects in the teaching of advertising science to improve students’ humanistic qualities is a useful attempt to improve students’ creative thinking.