广告语中的修辞之美——以我国国企广告语为例
发布时间：2018-08-29 07:26
【摘要】：广告语是品牌形象传播的最直接的形式之一,对建构国有企业品牌形象、提升国有企业品牌价值具有重要作用。品牌形象是消费者对品牌的综合认知与评价,本文从修辞格与修辞效果角度出发对国有企业广告语进行系统的归纳与研究,通过对"警策""排比""对偶""比拟""引用"等修辞格进行分析,提炼广告语修辞格对国有品牌形象传播与建构的意义。
[Abstract]:Advertising is one of the most direct forms of brand image communication, which plays an important role in building the brand image of state-owned enterprises and promoting the brand value of state-owned enterprises. Brand image is the comprehensive cognition and evaluation of brand by consumers. This paper systematically induces and studies the advertising language of state-owned enterprises from the perspective of rhetoric and rhetoric effects. By analyzing the rhetorical devices such as "police strategy", "comparison", "duality", "analogy" and "citation", the significance of advertising rhetoric to the spread and construction of state-owned brand image is refined.
【作者单位】： 北京工商大学艺术与传媒学院党委;北京工商大学艺术与传媒学院;
【基金】：“北京工商大学国有资产管理协同创新中心——国有企业品牌形象建设研究项目”“北京工商大学研究生创新基金项目”阶段性成果
【分类号】：F713.8;H15
，
本文编号：2210599
[Abstract]:Advertising is one of the most direct forms of brand image communication, which plays an important role in building the brand image of state-owned enterprises and promoting the brand value of state-owned enterprises. Brand image is the comprehensive cognition and evaluation of brand by consumers. This paper systematically induces and studies the advertising language of state-owned enterprises from the perspective of rhetoric and rhetoric effects. By analyzing the rhetorical devices such as "police strategy", "comparison", "duality", "analogy" and "citation", the significance of advertising rhetoric to the spread and construction of state-owned brand image is refined.
【作者单位】： 北京工商大学艺术与传媒学院党委;北京工商大学艺术与传媒学院;
【基金】：“北京工商大学国有资产管理协同创新中心——国有企业品牌形象建设研究项目”“北京工商大学研究生创新基金项目”阶段性成果
【分类号】：F713.8;H15
，
本文编号：2210599
本文链接：https://www.wllwen.com/wenyilunwen/yuyanyishu/2210599.html
