摘要
以马斯洛(AbrahamHaroldMaslow)的“需要层次理论”为依据分析归纳英语广告的原则,提出了广告语言的“TAIPEI原则”。TAIPEI原则主张广告语言要有诱惑力,要做出承诺,要亲切,要礼貌,要文雅,要有趣。对大多数广告商而言,有诱惑力是最基本的语言策略。
This thesis is about language tactics of English advertisement, which is discussed from the perspectives of Maslow＇s Hierarchy of Needs. The TAIPEI Principle, suggesting that language in advertising should be tempting, assuring, intimate, polite, elegant, and interesting, caters for both the needs of consumers and the purpose of advertisers.
出处
《张家口职业技术学院学报》
2005年第2期47-51,61,共6页
Journal of Zhangjiakou Vocational and Technical College
关键词
广告语言
TAIPEI原则
需要层次论
advertising language~ TAIPEI Principle~ Maslow＇s Hierarchy of Needs
