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新媒介环境下,由于信息传播者中心地位淡化,信息受众角色和地位转变,在广告的传播中,受众既是信息的接收者,也是信息的再传播者。针对这种新局面的出现,广告文案在写作的过程中,在不影响基础广告信息的传播前提下应当加强文案意境的延伸性与多样性。
Under the new media environment, due to the desalination of the center of information disseminators and the change of the roles and status of information audiences, in the dissemination of advertisements, audiences are not only receivers of information but also disseminators of information. In response to the emergence of this new situation, the ad copy in the writing process, without prejudice to the dissemination of basic advertising information should enhance the continuity and diversity of the copywriting mood.