摘要
传统媒介下的广告文案存在着传播方式单一、语言表达方式受限等问题,广告文案界定狭义是形成这些问题的关键原因。随着新媒体技术的蓬勃发展,广告文案也发生了新变。基于此,在新媒体传播背景下,把握广告文案内容的新特征,重新定义广告文案及其语言要素,探索不同的语言表达方式,挖掘语言表达方式的使用意义,对提高广告文案的传播质量具有重要的参考价值。
Advertising copywriting under traditional media has problems such as single transmission mode and limited language expression.The narrow definition of advertising copywriting is the key reason for these problems.With the vigorous development of new media technology,new changes have taken place in advertising copywriting.Based on this,in the context of new media communication,grasping the new characteristics of the advertising copy content,redefining the advertising copy and its language elements,exploring different language expressions,and digging out the meaning of the language expression is of great help in improving the communication quality of advertising copy Important reference value.
作者
刘飞
Liu Fei(School of Culture and Law,Anhui Business College of Vocational Technology,Wuhu,Anhui,241002)
基金
安徽商贸职业技术学院科研项目(2019KYR24)。
关键词
新媒体技术
广告文案
语言表达方式
信息传播
New media technology
advertising copy
language expression
information dissemination
