播音广告文稿的结构类型和修辞特点

发布时间：2018-04-27 15:03

本文选题：播音广告 + 广播广告　；参考：《修辞学习》1995年04期

【摘要】：正人对信息的接受,主要通过视觉和听觉。因此,根据广告的媒介可以把广告分为三类;视觉广告、听觉广告、视听广告。在听觉广告中,最典型、最普及、覆盖面广、节奏感强、收听方便的要数无线电广播广告。它以声音传递商品信息,以声音吸引消费者。其声音结构由语音、音乐、音响三要素构成。其中有声语言是广播广告的最重要的表现形式,音乐、音响是渲染气氛、增强真实感、提高宣传效果的辅助手段。广播广告的特点重在通过对语言的艺术演播传递信息。其文稿可充分利用这一特点去组织言语形式。本文根据播出方式和广告词的写作手法,分析广播广告文稿的结构安排及其言语表达手段。
[Abstract]:The reception of information is mainly through vision and hearing. Therefore, according to advertising media can be divided into three types of advertising: visual advertising, auditory advertising, audiovisual advertising. In auditory advertising, the most typical, most popular, wide coverage, strong sense of rhythm, easy to listen to radio advertising. It conveys commodity information by sound and attracts consumers by sound. Its sound structure is composed of three elements: voice, music and sound. Audio language is the most important form of expression of broadcast advertising, music, sound is an auxiliary means to render atmosphere, enhance the sense of reality, and improve the publicity effect. The feature of broadcast advertising lies in the transmission of information through artistic broadcasting of language. His manuscript can make full use of this characteristic to organize the speech form. According to the way of broadcast and the writing technique of advertisement, this paper analyzes the structural arrangement of the text of broadcast advertisement and its means of speech expression.
【分类号】：H15

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