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随着中国工业化进程的步伐加快,广告行业已然成为我国重要的服务性行业。中国广告业也迎来了一个高速发展和激烈竞争的时代,它在我国各行业发展中扮演着重要的角色,并发挥着不容忽视的作用。与此同时,广告文案的形式随之出现,大大小小的广告借助各种媒体充斥着我们生活的各个领域。但无论表现形式如何多样化,广告始终都离不开语言文字的表达和应用。因此,本文在借鉴以往研究成果的基础上,从不同角度对广告文案中的语言文字部分在视觉传达中的表达和应用进行了分析。
With the acceleration of China’s industrialization process, the advertising industry has become an important service industry in our country. China’s advertising industry has also usher in a period of rapid development and fierce competition. It plays an important role in the development of various industries in our country and plays a role that can not be ignored. At the same time, forms of advertising copy ensue, large and small advertisements fill the areas of our lives with various media. But no matter how diversified forms of expression, advertising has always been inseparable from the language and expression and application. Therefore, based on the previous research results, this article analyzes the expression and application of the verbal parts of the advertisement copy in visual communication from different perspectives.