修辞在广告上的应用-中华科技大学.docVIP

修辭在廣告上的應用 Rhetoric in Advertisements 梁惠蓉 Liang Hui –Jung 中華技術學院共同科講師 China Institute of Technology 摘 要 生活在現代化的社會裡，只要一張開眼睛，映入眼簾的，傳入耳朵的，是一則又一則花樣百出，形形色色的廣告宣傳品。不管是在家裡看電視，信箱裏，走在路上，車廂、看板、學校門口，都可以收到廣告文宣的訊息。它與現代人的生活是密不可分的。 所以想要達到預期的效果，一定要知道廣告文宣的意義、型式、價值、功能、編寫設計的方法，以及傳播方式。在型式上，它可以以視覺效果，採用文字、圖畫刊登在書報雜誌上，也可以以聽覺的效果，透過廣播，以柔美的聲音，配著合適的音樂，打動人心。更可以以視聽綜合的方式展開，融合了文字、圖畫、音樂、語言、動作，藉著電視、電影向四面八方傳播。 不管以何種型式表現，它的編寫設計，仍然要注意鍛鍊字句、創意、以及聯想的能力，才能發揮效果。本文即在探討廣告修辭，以及撰寫啟事的方法和應注意事項。 Abstract Living in the varieties of world, commercials and advertisements play a very important role. Wherever we are, we are exposed to the influence of all sorts of advertisements. Whether we are at home watching TV or we are walking on the streets, we receive lots of advertising messages and information from them. Advertisements have formed a part of modern life and can’t be taken away from modern people’s lives. If we want to make our advertisements effective and promote our products, we have to make a thorough comprehension of what messages this ad wants to convey and in what forms and media. These messages can be passed through words and pictures printed on books, newspaper and magazines. They can also be conveyed by means of voices, sounds and music, like the commercials in some broadcasting programs. Furthermore, these messages can be transmitted audiovisually by those commercials in TV and moves which are the combination and mixture of words, pictures, music, languages, and motion. Whatever forms or media these advertisements and commercials use, their language—the words they used are the most important thing. That’s why this article focuses on the rhetoric in advertisements, the way to write an ad and what should be careful about it. 壹、廣告的意義 廣告就是將自己的意思，廣泛的告知社會大眾，使大家瞭解，進而達到宣傳的目的。至於歐美國家意謂設法提供大眾他所促銷的產品，擁有優越性與方便性等利益。包括必要的服務與理念。換言之，廣告是促銷所不可或缺的手段。其目的在引發眾人購買或接受他的觀點與服務。 所以它包含的內容極為廣泛，就廣義而言，告示、告白、告令、宣示、宣佈、宣言、宣傳、啟事以及新聞等，凡是以大眾為對象的一切事物，具有特定的目的，利用各種傳播媒體，將一方之意思，不論公私，宣傳於大