浅析广告语言中的美学效果

Analysis of the Aesthetic Effects of Advertising Language

任何语言的产生和发展都是为了更好地适应社会的需求,广告语言不仅有能够协调社会组织生产和促进消费的作用,还担负着平衡生产和消费的良性循环的重任,在传播过程中也要给受众以美的愉悦。广告语言的美学传播是将受众心目中一些相关产品赋予美的特征,符合受众的审美意趣、审美选择的观念并赋予其形象;将广告内容的审美情感通过广告语言表达出来,使受众感知到并达到沟通、促进销售的目的。在课题的研究和建设推动下,笔者基于此而对广告语言中的美学效果进行分析探讨。

The emergence and development of any language is to better adapt to the social demands. The advertising language not only can coordinate the social evganization production and promote the consumption,but balance the virtuous circle of production and consumption,and bring the audience the pleasure of beauty. The aesthetic communication of the advertising language is to give the audience the features of some related productis,conforming to their aesthetic interest,choice and image. The aesthetic emotion of the advertising content is expressed is expressed through it,so that they can percetive it and reach the communication and promote the sales. Under the research and construction of the project,this paper analyzes the aesthetic effects of the advertising language.