论突显在广告语中的效应

On the Effect of Prominence in Advertising

广告语是特定语境下的特殊交际形式,从交际的角度来看,具有信息性、劝诱性、情境性、预设性以及交际单向性五个方面的特征。广告语设计者正是利用这些特征,通过广告语的明示刺激来改变公众的认知环境,突显目标产品的特点,使目标产品新旧知识之间的关联得以重构,起到强化、补充或改变公众对目标产品认知的作用,从而达到广而告之的语境效果的。

Advertising is a special form of communication in certain context. Viewing from the perspective of communication, advertising has the following five such characteristics as informativeness, persuasiveness, situationality, presuppositionality and monologuality, with which advertising designers apply to change the cognitive environment of the public and make features of the objective commodity prominent through manifest stimuli so as to reconstruct relevance between old and new information of the objective commodity to enhance, supplement or change the cognition of the public. Therefore the contextual effect of the advertising is achieved.