广告语言再生状态探论——以品牌显隐与行为变及现象跟踪为例的一个调查

An investigation into the regeneration state of advertising language——with a reference to the tracking of brand appearance-disappearance and behavioural changing-spreading

以一个关于广告语言的再生状态的调查为基础,首先通过基于个案调查从品牌显隐角度观察分析广告语言的生存之初状态,认为诉求语义框架和句法捆绑密度是制约品牌显隐的两个重要因素。并从行为元素角度考察广告语言的再生状态,从特定的角度反映广告语言的生存状态与生存质量。

Based on an investigation of the regeneration state of advertising language, this paper analyzes the primary, living state of advertising language from the perspective of brand appearance and disappearance and believes that semantic frame and syntax binding density are the two important factors that restrict brand appearance and disappearance. The paper goes further on to discuss the regeneration state of advertising language from the angle of behavioral elements, which reflects the living state and living quality of advertising language from.