论广告语的伪诗歌化特征

THE PSEUDO POETRY IN ADVERTISEMENTS

为了吸引更多的受众,广告文案设计者在广告语创意时往往借用诗歌的艺术形式来表现,甚至也不排除一定意义上的诗歌精神的渗透,但它还不是真正的诗歌创作,广告语存在着伪诗歌化特征。广告语的伪诗歌化特征具体体现在伪情感、伪意境、伪节奏三个方面。

To attract more audience, the advertising designers always resort to poetry in their works. Although the sense of poetry is adopted in these advertisements in some sense, it is not real poetry. Thus, the ads are characterized with pseudo poetry, which is reflected as pseudo-emotions, pseudo prospect and pseudo rhythm.