广告传播艺术探要

Exploring the Art of the Advertising Dissemination

广告传播的艺术性主要体现在 :一是广告用语要“言出达意”、“言简意赅”、“言不虚发” ;二是广告传播方式要独树一帜 ,既要善于攻心 ,又要突出“销售要点” ;三是广告设计要富有创意 ,做到构思别致 ,引人注目 ,标题新颖 ,耐人寻味 ,夸张而不失真 ;四是在运用广告色彩时 ,要注意色彩必须同商品的特征、功能相吻合 ,浓淡要适宜 。

The advertising dissemination shows its art on the followings:First,advertising language should be correct,compendious and to the point.Secondly,the dissemination style of advertisement should fly its own colours.It should not only tally with the minds of the consumers but also stress the point of selling.Thirdly,the advertising design should be brought in new ideas.It should be conspicuous with novel topic and can give one much food for thought.It should be with artistic exaggeration but should not lack fidelity.Lastly,the colours should be in accord with the quality and function of the commodity;the use of the colours'thickness or lightness should be suitable and should accord with the aesthetic interests of the consumers.