我国近三十年广告语研究概况述评

A Review of the Research on Advertising Language in the Past Thirty Years in China

在广告艺术的诸多因素中,语言是最重要和最有效的。因此,语言在广告中应用恰当与否,可以直接而广泛地影响广告的信度和效度。本文从历史发展的角度,对我国自20世纪80年代以来近三十年关于广告语研究论文作了对比分析,品尝前人的研究成果,探究前人的研究特色,并在此基础上,依据广告学和认知心理学的理论展望广告语嬗变的趋势。

Among the various elements of advertising art, language is the most important and efficient one, as a result, whether language is appropriately employed in advertisements can have a direct and wide influence on ad＇s credit and efficiency. The present paper, from the angle of historical development, made a contrastive analysis of those research papers on advertising language in China over the last 30 years since 1980s, tasted the predecessors＇ achievements and explored their research features, and further, on the basis of these, predicted and forecast the trend of advertising transmutation with the theory of advertising and cognitive psychology.