摘要
轻松愉悦是现代人认知信息的共同需求 ,幽默广告能以独特的表现形式吸引受众的注意力 ,降低受众对广告的逆反心理 ,促进人们对广告、产品和品牌形成良好的态度 ,从而充分发挥广告的效力 ,实现“曲径通幽”的促销目的。本文通过对幽默广告的特性、表现手法及创作原则的阐述 ,分析说明了幽默创意在广告中的重要性及其魅力所在 ,指出在世界经济一体化形势下 。
Lightness and pleasure are what the modern people pursue when they get information Humorous advertisement fasinates the consumer with its unique manifestation By way of reducing the consumersdisgusted attitude towards advertisement, helping people establish a good image to wards advertisement, product as well as brand, humorous advertisement fully amplifies the potency of advertiseme. This paper not only makes a systematic exposition to the specific humorous advertisement, its manifestation and the rules of its creation, but also highlights the significance and glamour of the idea of humor Thus it shows us a wonderful perspective of humorous advertisement under the trendency of the merging global economy [
出处
《兰州商学院学报》
2002年第4期106-108,共3页
Journal of Lanzhou Commercial College
