| 受众的心态观念与广告语言创意 |
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| 引用本文： | 阚景忠.受众的心态观念与广告语言创意[J].齐鲁学刊,2003(3):142-144. |
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| 作者姓名： | 阚景忠 |
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| 作者单位： | 曲阜师范大学中文系,山东,曲阜,273165 |
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| 摘 要： | 广告是现代社会传播商业信息的最主要手段。中华民族独特而悠久的文化传统 ,使广大受众形成了特殊的心态与观念 ,如尚实心态、人情观念、居中思想、对应意识、含蓄风格、伦理观念等。必须深入研究这些心态观念 ,并在广告语言创意中对其加以充分考虑和利用 ,广告传播才能收到良好的效果。
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| 关 键 词： | 受众 心态观念 广告语言 |
| 文章编号： | 1001-022X(2003)03-0142-03 |
| 修稿时间： | 2002年10月13 |
Psychology and Ideology of Chinese Recipients and Creativity of Advertisement Language |
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| KAN,Jing,zhong.Psychology and Ideology of Chinese Recipients and Creativity of Advertisement Language[J].Qilu Journal,2003(3):142-144. |
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| Authors: | KAN Jing zhong |
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| Abstract: | Advertisement is the most important medium to spread commercial information in modern society. China lies in the center of oriental cultural circles, therefore unique Chinese culture through thousands of years has been formed. Furthermore, it has cultivated special psychology and ideology of Chinese people, for example, reality advocating psychology, human relationship concept, intermediary ideas, reciprocal ideology, reserved style and ethics etc. As for advertisement language, the preceding concepts should be paid more attention to and made a thorough investigation. Then a good conveying effect will be achieved. |
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| Keywords: | recipient psychology and ideology advertisement language |
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