关于广告的夸张

发布时间：2018-02-15 15:38

  本文关键词： 睡衣 艺术夸张 董酒 比喻式 催泪弹 叙述式 夸张手法 主观感受 强化刺激 脚镣　出处：《修辞学习》1994年05期 　论文类型：期刊论文

【摘要】：正 广告是科学也是艺术。从科学的角度来看,广告必须完全忠实于事物的本来面目,不得任意夸大和缩小。从这个意义上说,广告同夸张似乎是水火不相容的。从艺术的角度看,广告要引起人们的关注,就要设法使诉求认知的事物的刺激达到一定的量,即通过强化刺激度来使广告引人注目,而夸张正是行之有效的办法之一。从这个意义上说,广告又宜用夸张手法。处于这种既允许又不允许的两难境地,就使得在广告中运用夸张,如同带着脚镣跳
[Abstract]:Positive advertising is both science and art. From a scientific point of view, advertising must be completely faithful to the true nature of things, not arbitrarily exaggerated and reduced. In this sense, Advertising seems incompatible with exaggeration. From an artistic point of view, if advertising is to attract people's attention, it is necessary to try to achieve a certain amount of stimulation of things that appeal to cognition, that is, to make advertising noticeable by strengthening its stimulus. But exaggeration is one of the effective methods. In this sense, advertising should also use exaggeration. In this kind of dilemmas that are both allowed and not allowed, it makes the use of hyperbole in advertising like fetters.
【分类号】：H15

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