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对银行广告语的认知 被引量:1

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摘要 本文根据"概念整合理论"对美国银行的广告语进行认知分析;通过阐释美国储蓄联合会运用"工作"与"财富管理"两个认知域的逻辑相似性所达到的不同广告效果,得出以下结论:对不同认知域之间相似性的运用会显现不同的广告效果。本文旨在证明概念整合理论能够为银行广告语的认知分析,作出一个统一并且具有说服性的解释。
作者 岑俊毫
机构地区 南阳理工学院
出处 《文教资料》 2018年第29期53-54,共2页
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