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由于广告受众的消费行为,会受到文化、社会、个人、心理等众多因素的影响,他们在购买产品时就会有不同程度的认知或情感投入。针对这种情形,广告的诉求策略也就有了情感诉求、理性诉求和情理结合诉求三种最基本的类型。而正确制定现代广告的诉求策略,也对语言提出了不同的要求进而体现出相应的文体特征,这是广告科学化运作的基本要求,能使企业产品、服务等信息得以有效传达。
Due to the consumer behavior of advertising audiences, they will be influenced by many factors such as culture, society, individuality and psychology, and they may have different degrees of cognitive or affective investment when purchasing products. In response to this situation, the advertising appeal strategy also has the emotional appeal, rational appeal and emotional combination of the three most basic types of demands. However, the correct formulation of the appeal strategy of modern advertisement also imposes different requirements on the language and thus reflects the stylistic features. This is the basic requirement for the scientific operation of advertising and can effectively convey the information of products and services of enterprises.