通感与广告文案创意

Synesthesia and creativity in advertising document

意境阶段的广告文案创作,对语言表现力的要求越来越高,为了更好地再现文案创意,人们常常采用提高语言表现力的各种修辞手法。通感修辞最大的特点就是突破与创新,对形成广告文案创意很有帮助。文章通过对通感的特点及其种类的分析,论述了将这种修辞手法运用于广告文案创意中的必要性、可行性和重要作用。

In advertising writing, the demand of skillful mastery of the language is becoming increasingly high. In order to achieve the best results in terms of creativity, people frequently apply all kinds of rhetorical means. The typical feature of synesthesia lies in creativity and innovation, which is of great help for the creative writing of advertisement. Through analysis of characteristics of synesthesia and its classification, the necessity, feasibility and importance in applying the rhetorical means into the creativity of advertising document is elaborated here.