视觉冲击下的广告文案的唯美诉求

Beautification in advertising copy under the impulsion of people’s vision

作为传统的广告诉求方式的广告文案写作,在视觉形象统率的今天,同样需要与时俱进,走出产品机能诉求的怪圈,充分发挥语言文字的特点,转而对产品进行审美层面上的诉求,诸如“体验”、“意境”、“感受”、“自我表现”之类的感性的高层次的诉求,即唯美诉求。从而使广告文案的创意进入一个唯美的时代。

As a traditional requirement of an advertisement design, advertisement writing, considering the fact that at present special attention is paid to the vision, should also keep up with the times by stressing more on the taste of a product by making the best use of the language, not by explaining its mechanic functions. Thus, phrases such as “experience”, “artistic conception”, “feeling” and “self-expression” should be used in an advertisement, which boasts to have reached a higher level of pursuing beauty in advertising copy. The quest of beautification helps to push advertisement writing to arrive at an age of beautification.