Summary: In the current under the influence of commercial culture, commercial advertising language more instant success reflects the psychology of business. Language in the ad greater use of relatively straightforward interpretation of language, lack of emotional characteristics and imagination, the result is the alienation audience and advertising effectiveness is not obvious. Given the current commercial use in the language of this deficiency, we believe that can be used apocalyptic language to solve the problem commercial vulgarization.
Keywords: commercials advertising language suggestive
Commercial advertisements are a means of marketing, its main purpose is to disseminate information, to absorb the audience to enjoy, accept, promote Marketing purposes and to make profits. Therefore, it is to consider how to adapt to the needs of consumers through the dissemination of new consumer ideas, develop manufacture of consumer and thus promote and guide the consumer.
But now, commercial advertising on the market to use more straightforward explanation of the nature of language. Advertising language refers to the advertising used to transmit Information in all forms and means, including voice, text, plot, images, colors and so on. Explain the nature of the advertising language ads direct access to the contents and purpose of the form. Recipient of the face of advertising is not contagious, but naked marketing. Such advertising language to explain the performance of the functions for the pure product introduction, service commitments, promotions and other inducements. Despite the clear and straightforward expression of advertising messages, the recipient to understand, but because of the performance of this advertising language as a rational, not emotional appeals lively and vivid, so that the recipient feel is an information oppression. Because a rational understanding of the concept, for humans is external, that people do to overcome their own likes and dislikes, and knowledge barriers, exclusion, under the premise of sensibility toward it. One can imagine that it was unable to arouse people's full awareness. Recipients with alienation, there is a strong sense of exclusion. Ads far from expectations.
If Melatonin ad: two elderly people in the picture used in ads like these words: 'This year is not festive gifts, gifts only cost Melatonin. 'This straightforward language of advertising coupled with the broadcast on television turns really make an impression to consumers. However, many such ads are constantly emerging in people's lives, there is no implicit language, the audience can not see nothing new, naturally prone to the feeling of fatigue. In recent years, there have been foreign advertising companies to enter China, but also to bring their innovative advertising. This is China's advertising Industry will continue is not a small impact.
To solve the excessive use in advertising straightforward language, the interpretation of the ad language is converted to enlightenment language, thus breaking the current plight of China's advertising production and enhance China's advertising production level, change the way people in China advertising production thick, abuse the view to improve the advertising effect, which can be for China's advertising industry, advertising production areas in the world fought for a space.
The so-called apocalyptic language, is a relative interpretation of language in terms, that is, non-straightforward descriptive advertising language, which melt into a rational and emotional, the purpose of being on the means and content in the form, using subtle means of advertising, information in the ad appeals to people's imagination. Compared to explain the nature of the advertising language, it does not give the reason of oppression and coercion, but through the demands of emotion and imagination, so that recipients with more intimacy, more willing to understand and accept the subject of advertising. Ads create a more rich in artistic and aesthetic nature.
Reference : http://eng.hi138.com/?i90343
Tidak ada komentar:
Posting Komentar