广告文化与楹联艺术

发布时间：2018-05-03 22:00

本文选题：广告文化 + 楹联　；参考：《企业研究》1995年04期

【摘要】：正广告,顾名思义,就是广而告之。在改革开放与商品竞争的今天,许多有头脑的企业家,在广告宣传上可谓无孔不入,他们不惜重金,利用多种宣传手段,寻觅多种宣传渠道,使广告的辐射波传播到每一个地区,渗透到每一个领域。随着广告形式的多样式发展,这就在文学百花园中派生出一朵新的奇葩——广告文化。比如:“不打不相识”——打字机、“有口皆杯”——保温瓶、“随心所浴”——热水器、“百衣百顺”——缝纫机、“默默无蚊”——灭蚊器、“爱不湿手”——洗衣机、“催猪不吹牛”——饲料、“叫你口服心服”——药液等等。这些广告词语的创意寓意深长,一语双关,能恰到好处地表示或暗示商品的用途或特点,令消费者心领神会,实乃为上乘广告创意。同时还具有短小精悍、语言优美、朗朗上口、便于传诵等特点。这是一种意见。另一种意见,认为有些谐音广告,会造成词语混乱,影响语言的纯洁性,倒也值得考虑。
[Abstract]:Positive advertising, as the name implies, is advertising. In today's era of reform and opening up and commodity competition, many savvy entrepreneurs can be described as all-pervasive in advertising. They do not hesitate to pay a great deal of money and use a variety of propaganda means to seek a variety of propaganda channels. Make the radiation waves of advertising spread to every area, permeate every field. With the development of multi-style advertising, a new exotic flower-advertising culture is derived from the literary garden. For example: "do not know" typewriter, "have a cup" -thermos bottle, "bath with the heart" -water heater, "100 clothes hundred Shun"-sewing machine, "silent no mosquito"-mosquito extinguishing machine, "love not wet hand" -washing machine, Don't brag about pigs-feed, call you oral clothing-liquid, and so on. The creative meaning of these advertising words is profound, puns, can properly express or imply the use or characteristics of the goods, so that consumers understand, is really the best advertising ideas. At the same time also has short, beautiful language, mouth-long, easy to read, and so on. This is an opinion. Another view, that some homophonic advertising will cause confusion, affecting the purity of the language, but also worth considering.
【分类号】：F713.8

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