摘要
将现代汉语中的修辞手法运用于广告文案写作中,可以突出广告产品的特点,使文案更生动、更有感召力,从而能够达到提高广告效果的目的。重点分析和探讨了广告文案中经常使用且效果较好的14种修辞技法的运用技巧,包括反复、比喻、对偶等。
The application of the rhetoric methods of modern Chinese in the writing of advertising document can stress the features of the advertised products and make the document more vivid and inspiring and therefore reaching the goal of increasing the effect of the advertisement. This paper analyzes on and probes into emphatically 14 kinds of rhetoric methods frequently used in advertising documents with the better effect including repeat, metaphor, dualization, etc.
出处
《科技情报开发与经济》
2003年第12期305-307,共3页
Sci-Tech Information Development & Economy
关键词
产品广告
广告文案
修辞学
advertisement of product
advertising document
rhetoric
