摘要
明确、特殊的性别定位使女性商品广告创作者在写作过程中必须考虑女性自身特有的心理需求、语言习惯以及当今社会大众对女性形象的认知,并在其语言组织上采取有针对性的策略。这主要体现为在广告文案中有意识地强化情感因素、注重感性诉求;大幅增加第一人称的叙事角度并辅之以谈话语体风格;在语言表层运用大量时尚用语的同时在语言的深层内核依然保持传统的女性观照视点。
Because of clear and special gender consideration, the writers of female commodity advertisements should pay attention to the female psychological demands , their linguistic habits and contemperary social recognition of female image, and and adopt special tactics in writing process. These tactics mainly embody as follows; intentionally strengthen emotional elements; greatly add application of first person narrating angles, and talking type of writing style; utilize a large number of fashionable vacabulaly in language surface, however, at the same time. still retain traditional female view.
出处
《中北大学学报（社会科学版）》
2007年第5期73-75,79,共4页
Journal of North University of China：Social Science Edition
关键词
女性商品
广告
性别差异
语言
策略
female commodity
advertisement
gender difference
language
tactics
