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論廣告英語中的幽默
畢業(yè)論文
An Analysis on the Humor of English Advertisement
Abstract
With the rapid development of modern society, the advertisement is not only brief and bright, but is also one kind of propagandizing culture which is closely linked with the people. The Chinese economy wells up into the world markets swiftly and violently and the Chinese commodities similarly for achieving share the world market at the critical moment. Studying the English advertisement is helpful to get better understanding about the English culture. The excavation creativity can simultaneously raise the ability of appreciating and innovating. Nowadays, humor is more and more universally used in advertisement, especially in the design of brand advertising. It can not only vividly endow with the advertisement language image in particular, novel unique, humorous characteristic, fully demonstrates the unique charm of English advertisement language, but also make the deep impression to the audience, causing the consumer to ponder in the life smart-alecky to be humorous, thus produces better effect of persuade, and effectively completes the demand of advertisement.
Key Words: advertising; humour；rhetoric；environment; famous brand
摘 要
在飛速發(fā)展的現(xiàn)代化社會(huì)，廣告不僅是1門簡短而鮮明的藝術(shù)，更是1種與人們生活息息相關(guān)的宣傳文化。在中國經(jīng)濟(jì)正迅猛涌入世界經(jīng)濟(jì)市場和中國商品同樣為爭得世界市場份額的關(guān)鍵時(shí)刻，研究廣告英語,有助于加深我們對英語文化的認(rèn)識(shí),挖掘創(chuàng)意,同時(shí)也能培養(yǎng)鑒賞及創(chuàng)新思維能力。 如今，幽默在廣告中的運(yùn)用越來越普遍,尤其是在品牌廣告的設(shè)計(jì)中，它不僅能夠賦予廣告語言形象生動(dòng)、新穎別致、簡潔幽默的特點(diǎn)，充分展示廣告英語語言特有的魅力，還能夠給觀眾留下深刻的印象，使消費(fèi)者玩味生活中的俏皮幽默, 從而產(chǎn)生更好的勸說效應(yīng)，有效地完成廣告訴求。因此，研究廣告英語語言的特點(diǎn)，研究廣告英語中幽默的藝術(shù)特征、以及如何將幽默運(yùn)用到品牌廣告設(shè)計(jì)中，意義非常重大。只有充分了解了這些，我們才能設(shè)計(jì)出獨(dú)具匠心的廣告用語，引導(dǎo)消費(fèi)者進(jìn)入1個(gè)繽紛的物質(zhì)與精神世界。
關(guān)鍵詞：廣告、幽默、環(huán)境、修辭、品牌
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