招贴广告写作研究

发布时间：2018-04-22 12:58

本文选题：招贴广告 + 写作　；参考：《长春理工大学》2008年硕士论文

【摘要】： 在招贴广告图形、色彩、文字的传达载体中,招贴广告写作作为一种特殊的写作形式,肩负着招贴广告传达信息的重要责任。全文通过从招贴广告写作的内容和表现形式的分析来诠释招贴广告写作的真正意义。招贴广告写作编排要随着图形的变化而变化的独特表现形式,是图形和文字相结合的写作特点;招贴广告的写作内容必须要依附于招贴的主题,或以宣传产品为目的,或以宣传精神为目的,文字写作有很强的传达功能、说明功能、启示功能,并开创了字型和字意完美结合的写作特点。招贴广告中语言文字的表达,归根结底是一种形式的表现,而形式始终是要围绕着内容进行的,内容即是招贴广告主体诉求的各种信息,招贴广告中语言文字运用的再好,也要为招贴广告信息的有效传播服务的。因此,招贴广告的写作一定要注意内容与形式的相辅相成。招贴广告的写作创作者运用语言文字的各种表现手法,表述语气,诉求方式,修辞手段,表现风格等,塑造出各种各样的招贴广告艺术形象,传递者各种主要的诉求信息。招贴广告写作形式的表现是各种各样的,在写作创作的时候,不应过多的追求形式,而更应看到写作的形式表现是如何达到和谐,完美的实现招贴广告主体诉求的各种信息。
[Abstract]:In the advertisement graphic , color and text communication carrier , poster advertising writing is a special form of writing , which bears the important responsibility of advertising information .

This paper tries to explain the real meaning of the advertisement writing by analyzing the content and form of the advertisement writing . It is the characteristic of the combination of graphic and text . The writing content of the poster advertisement must be attached to the theme of the poster , or the purpose of promoting the product , or the purpose of communication . The writing of writing has a strong communication function , the explanation function and the revelation function , and initiates the writing characteristic of the perfect combination of character and word meaning .

The expression of the language words in the advertisement advertisement is in the form of expression , and the form is always around the content . The content is all kinds of information about the content of the advertisement ' s main appeal , the better of the use of the language words in the poster advertisement , and the effective communication service of the poster advertising information . Therefore , the writing of the poster advertisement must pay attention to the complementarity of the content and the form .

The writer uses the expressive methods of language and language , expresses the tone , the way of expressing , the rhetoric means , the expression style , etc . , and forms various kinds of poster advertising art image and conveys various kinds of main appeal information . The expression of the poster advertising writing form is various , and in the writing creation , there should not be too much pursuit form , and more should see how the writing form shows how to achieve harmony , perfect realization of the various information of the main appeal of the poster advertising .

【学位授予单位】：长春理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：J524.3

【参考文献】