通感与广告文案创意-艺术传媒学院.PDF

第16 卷第6 期 ( 社会科学版) Vol. 16 No.6 2002 12 JOURNAL OF HEFEI UNIVERSIT Y OF TECHNOLO Y ( Social Sciences) Dec.2002 唐桂兰 ( , 230009) : , , , , , : ;; :J524.3:A: 1008-3634(2002) 06-0094-04 Synesthesia and creativity in advertising document TAN ui-lan ( School of Humanities and Economics, Hefei U niversity of T echnology, Hefei 230009, China) Abstract: In advertising writing the demand of skillful mastery of the language is becoming increas-, ingly high In order to achieve thebest results in terms of creativity people frequently apply all kinds. , of rhetorical means. T he typical feature of synesthesia lies in creativity and innovation, which is of great help for the creative writing of advertisement. T hrough analysis of characteristics of synesthesia and its classification, the necessity, feasibility and importance in applying the rhetorical means into the creativity of advertising document is elaborated here. Key words :synesthesia; advertising document; creativity , ,( ) () , , ;, : ,; , ; , ,, , ,( ) ,, : 2002-07-01 : ( 1963- ) ,, , . 第6 期　　　　　　　　　　　　唐桂兰:通感与广告文案创意 95 ,, , , [ 1] ( ) ,() , ,, ,, ,, , , ,, , , ;, , , , , , , , ,, : , ,, , , , ,, , , ,,, , , , , , ,, , ; ,, , ,, , , , : 1: , 2: , , , 3: 1,, , , ,, 2 : ,,; ,, ; ,,, , , , 96 　　　　合肥工业大学学报( 社会科学版)　　　　　　　　　　2002 年12 月 3 , , ,, , ,