论广告书面语言与受众沟通的途径

On the Methods of Communication between Advertisement language and target audience

广告是一门说服的艺术。要达到对人心的有效说服,必须针对目标受众进行有效沟通。在广告书面语言的运用中,依据其自身特性,有意识地借鉴人际沟通的策略,化用口语交流的经验,无疑有助于营造良好的接受氛围,提升平面广告的传播效果。

Advertising is an art of persuasion. We must communicate with the target audience effectively to persuade receivers＇ minds strongly. We often use the strategy of personal communication for reference consciously in advertising literary language according to its own features. This kind of verbal communication experience can help to create a hospitable atmosphere and improve the communication effect of print advertisement.