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长期以来,相当多的广告作品语言枯燥乏味,风格雷同老套,形成了“广告八股”。如何改变这一状况呢?笔者认为,运用求异思维是改变这一弊端重要途径之一。所谓求异思维就是不拘泥于传统的恩维方法,对客观存在的事实从不同的方面、不同的角度进行独创性的思考和分析,求一个与众不同的探求性的见解。这种求异思维在广告写作中的运用具体表现在:
For a long time, a considerable number of advertising works boring language, style the same old-fashioned, forming a “advertising eight.” How to change this situation? The author believes that the use of different thinking is one of the important ways to change this shortcoming. The so-called pursuit of difference thinking is not rigidly adhere to the traditional method of Envir, the objective existence of facts from different aspects, different perspectives for creative thinking and analysis, for a unique exploration of opinion. This difference thinking in the use of advertising writing embodied in: