广告语在公益广告中的巧妙运用与策略

Ingenious Application and Strategy of Advertising Slogans in Public Service Ads

公益广告是为公众事业、公益利益提供传播服务的。公益广告的文字语言和画面一起共同承载着公益广告传播的重任。公益广告的语言表达是公益广告创意环节中的前期工作,是整则广告创意的指导思想和灵魂。在公益广告的创意过程中不要顾此失彼,在注重视觉冲击力的同时,也要重视广告语的巧妙运用,以全面取得公益广告传播的最佳效果。

Public service ads provide service for public services and interests.Their languages and pictures jointly take the responsibility of advertisement transmission.Their language expressions are advertising creativity at the early stage,and the guiding principle and soul of the whole advertisement.Through theory and examples,this paper illustrates the significance and function of the ingenious application of advertising language,for the purpose of warning against any negligence,that is to say,the ingenious use of advertising language should be considered while priority is given to visual impact in order to achieve the best.