广播广告创意研究 毕业设计论文.docxVIP

PAGE 广播广告创意研究 摘 要 广播广告是一种诉之于听觉的有声语言，它依托广播这种媒体传播商品、劳务和公益信息，不过这种信息言过即逝，不同于图文并茂的报纸或杂志和声画合一的电视广告，所以如何运用广播广告的语言去实施广告策略、进行广告创意，实现广告诉求就显得尤为突出和必要。 语言、音乐和音响是构成广播广告的三个要素，其中语言是广播广告的一个核心要素。广播广告的语言是介于口头语言和书面语言之间的一种语言，它既不想口头语言那样随想随说，又不像书面语言那样庄重严谨，广播广告需要借助自然亲切、生动悦耳、声情并茂的言语来吸引听众、打动听众，所以运用这种语言不仅要做到“以声夺人”，还要讲究“以情感人”，“以理服人”，使受众如闻其声，如见其物，如临其境。 本次论文主要从广播广告的自身特点出发，围绕广播广告的创意研究展开。先对广播现有的发展情况，进行了科学、准确的收听调查，对广播台电的总体风格进行重新定位，对个别节目进行重新编排，以市场需求打造专业电台、精品节目，做到了品牌先行，办看得见的广播的理念。做到深入调查研究，从中得出，要想立于广告媒介的不败之地，就必须有创意。 关键词：广播广告，广告创意，有声语言，媒体传播 RADIO ADVERTISING CREATIVE RESEARCH ABSTRACT Radio advertising is an appeal to the auditory verbal language, it relies on the radio this media commodity , labor and public information , but this information is too fleeting ,unlike illustrated magazine or newspaper and draw a television advertisement strategy of advertisement , advertisement creative , achieving a wide appeal appears especially important and necessary. Language , music and sound is composed of broadcast advertising of the three elements , of which language is a central element of radio advertising . Radio advertising language , it does not want to oral language as caprice with said , unlike the written language as a rigorous , radio advertising needs the help of friendly as a rigorous , radio advertising needs the help of friendly , vivid pleasant , sentimental words to attract the audience , audience , so use this kind of language not only to do “the Acoustic Duo” , but also pay attention to “emotion” , “persuade through reasoning” , make the audience see , such as its object , nature . This paper mainly from the broadcast advertising of their own characteristics , around the radio advertising creative research . The first to broadcast current development situation , carried out scientific , accurate listening survey ,the overall style of broadcasting Teclast undertake licating afresh , for individual programs were rearranged , with market demand to create a professional radio , high-qual