Keywords: newspapers and periodicals; Advertising language; publicize
China Library Classification Number: G236 Document Identification Number: Part A Number:1672-8122 (2011) 04-0144-02.
I. Introduction
Advertising is an economic activity to establish the image of enterprises and products and promote sales in the market economy. It is mainly a process of selling products, and this process must conform to the popular psychology, that is, the popular cultural mentality composed of values, aesthetic taste and behavior orientation [1]. We can realize this from the process of perfecting two advertisements. For example, the original "Longevity Changle tonic wine, create a brilliant life" was exaggerated, and was later revised to "Longevity Changle tonic wine, I wish you a long and healthy life". Another example is "the promotion is not as good as the new flying refrigerator", which is revised as "the promotion is not as good as the new flying refrigerator". This modification does not affect the publicity effect of the product, which is easily accepted by consumers and peers.
The visual stimulation of graphic combination is an important form of advertising, and the advertisers of newspapers and periodicals are mainly words or slogans. This article only talks about my feelings about newspaper advertisements. As an enterprise, newspaper has the particularity of inheriting culture and shoulders important social responsibilities. It should consciously use advertising to establish, cultivate and develop newspaper brands, and use advertising as a means of mass communication to promote brands. With the intensification of competition, most newspapers and periodicals are increasingly aware of the importance of self-promotion and self-promotion. For example, Erqi Square is the commercial center of Zhengzhou, where the billboards of Zhengzhou Evening News and Dongfang Jinbao stand tall and complement each other. Besides promoting sales, advertisements should also embody cultural functions.
Second, the cultural essence of advertising language
Since modern advertising entered China, its development has been deeply influenced by China's cultural traditions, national ideas and historical concepts, whether tangible or intangible, intentionally or unintentionally [2]. The metaphorical meaning of "kindness, enterprising, harmony and honesty" can be seen everywhere in advertisements. For example, in the 1990s, the advertisement of "Confucian family wine makes people homesick" made its brand a touching symbol in the hearts of Chinese people. The image advertisement of CCTV Literature and Art Channel "There is as big a stage as the heart" is to encourage people to dare to think and do things and pursue their ideal life.
Only when the language of newspaper advertisements is influenced by social and cultural connotations can it create a perfect newspaper image; The cultural atmosphere of spring breeze and rain emitted by newspaper advertisements can only be accompanied by readers for a long time, so as to truly create a brilliant combination of distribution and advertising. For example, China Press and Publication's "Industry Flags, Stand on the Tide, Have a Newspaper Every Working Day-China Press and Publication" clearly shows the orientation of the publication, and you can feel the taste and cultural level of the newspaper from the advertising language. Another example is "Today's Media" magazine, the cover of each issue is published: "A journal with a new interpretation of media phenomena and communication behavior". From this slogan, readers will appreciate the standard of the publication.
Good advertisements often have the function of "Good winds send me to Qingyun by strength". But readers still have high requirements for the authenticity and authority of newspaper advertisements [3]. Besides being novel and vivid, newspaper advertising language should also be concise and accurate.
Third, the simplicity of advertising language.
As an important part of newspaper promotion, newspaper advertising language cannot be expected to be completed by empty slogans and conceptual hype. It is the link between knowledge and times, information and society, culture and enterprises. In a certain sense, newspaper advertisements should understand the psychology of the audience, and the advertising language presented should be able to impress readers and achieve the purpose of communication. Therefore, the advertising language of newspapers and periodicals should be simple and sincere, and the dissemination of information should rely on rational demands. The benefits that newspapers and periodicals can bring to readers should be clearly marked in advertisements to provide useful information and interest commitments to readers. For example, the slogan of each issue of Experimental Teaching and Instruments is: "Promote curriculum reform, strengthen experimental teaching, promote quality education, strengthen experience exchange, and communicate between factories and schools". Its language is not concise, but straightforward and simple. Readers will know that the magazine focuses on curriculum reform, experimental improvement and teaching, experimental design and technology, experimental teaching AIDS and product promotion. Another example is the advertisement on the cover of Yilin, "Little story with great wisdom, little humor and great truth, small perspective and great artistic conception". Yilin sees "big" with "small", which is memorable.
Fourthly, the simplicity of advertising language.
Newspaper economy is a kind of "attention economy", and the popularity of newspapers is usually proportional to the number of audiences. Newspapers and periodicals should be good at using various forms, planning publicity, being concise and concise, and enhancing the image of newspapers and periodicals. For example, the slogan commonly used by Heilongjiang Publishing Group is "Long Xing Qian Li, thousands of books", which is not only concise, but also meaningful. The conciseness of newspaper advertising language generally refers to two requirements. First, the advertising title should point out the theme, arouse interest, deepen the impression and promote subscription. Second, the advertising text should be concise and easy to understand. The length of advertising copy is generally not specified, but it should be long without procrastination and short without obscurity. Time Sisters magazine is a periodical that has been influential among domestic readers for more than 20 years. It reflects the unprecedented contradiction, intimacy, conflict and complementarity between men and women in a concentrated, profound and direct way, and tries to achieve gender harmony and ultimate gender equality and progress through understanding, communication and debugging. The slogan of the magazine: "It's a woman, you must see it, the world belongs to you;" It's a man, not to mention the other half of the world-Time Sisters. This advertisement expresses the connotation of the publication in concise language, and also implies the reason why it should have a large number of readers. Another example is the advertisement "eloquence helps you succeed, communication changes your life" in speeches and eloquence, "novella selection" in the selection of national excellent novels, and "special attention" in the digest of mature male readers. The language is concise and clear.
Five, the accuracy of advertising language
Truth is the life of news, and honesty is the source of advertising. Newspaper advertisements should have political consciousness, responsibility consciousness and position consciousness, and the advertising content should be false and untrue; Advertising language should be true and accurate. The accuracy of advertising language emphasizes truth, that is, the meaning is clear, avoiding ambiguity and misleading. For example, a magazine that guides middle school students to review once used the advertisement of "catch all the nets", which is inevitably exaggerated. The advertisements of Girlfriend magazine and Girlfriend (Family Edition), which once used the slogan "Friends of men and friends of women", "Where does a good life begin?" Now, the advertisements of "Being a man's confidant, a woman's confidant and a good friend of all readers" are not only simple in language, but also profound in feelings, giving people a kind of affinity. The advertisement of "Girlfriend" magazine can impress people with simplicity and accuracy, and the style of "Girlfriend" can impress people even more. She has formed her own characteristics: sunshine of love, beautiful dreams and a new paradise.
Accuracy and authenticity are the basic principles of newspaper advertising and information transmission, which violates accuracy and authenticity, and all publicity will be counterproductive. Newspaper advertisements should optimize elements, highlight core values, and facilitate public understanding, acceptance and closeness.
Sixth, the conclusion.
At present, many newspaper publishing units have completed or nearly completed the transformation from enterprises to enterprises, which will inevitably bring shocks, updates and changes to people's concepts and working methods. Newspaper advertisements play an increasingly important role in the survival and development of newspapers and periodicals. Newspaper organizers should strengthen self-promotion and do a good job in advertising articles. Self-advertising in newspapers and periodicals should be accurate and true; Publicize the purpose, characteristics and style of newspapers and periodicals. Good wine should also be able to shout. Similarly, a good newspaper should also have real, wonderful and attractive advertisements.
References:
[1] Xu Dezhen. Cultural differences between China and the West in advertising language [J]. Journal of Zhujiang Institute of Technology, 2003( 1).
[2] Cai Zhenghua, Wu Fangping. Confucian Cultural Tradition in Advertising in China [J]. Today's Media, 20 10( 12).
[3] Cai Yukun, Pan Guoqing. Self-made book advertisement: one aspect of Lu Xun's editing and publishing [J]. Publishing Research, 2009(2).
20 1 1 National Reading Activity Program released.
On March 2 1 day, in order to further promote the 20 1 1 national reading activity, the Office of the National Reading Activity Organization Coordination Group of the General Administration of Press and Publication held a national reading activity coordination meeting on 20 1 1 to implement the 201national reading activity of the General Administration of Press and Publication.
The General Administration of Press and Publication's 20 1 1 national reading activities will focus on eight aspects. First, continue to carry out activities to recommend excellent books to the public. On the eve of "June 1st", we launched the eighth activity of recommending 100 excellent books to teenagers all over the country. On the eve of July 1st, around the 90th anniversary of the founding of the Party and other major festivals, excellent publications are recommended. 20 1 1 At the end of the year, the recommendation activity of "50 popular books" will be launched. The second is to carry out recommendation activities for letters from home, hometown and county (city). The third is to plan and hold "20 1 1" with CCTV. On April 23rd, the national reading TV evening of "Scholarly China" was broadcast on CCTV to promote national reading. The fourth is to carry out various forms of reading activities. Fifth, expand the influence of reading activities for all through various forms and means. Jointly issue "World Reading Day" stamps with China Post Group Corporation. China Mobile, China Telecom and China Unicom jointly sent a public service advertisement of "World Reading Day" to mobile phone users. Further promote the national reading activity logo. Sixth, it is proposed that Xinhua Bookstore across the country should carry out cultural activities to benefit the people, such as selling books at preferential prices on April 23 and donating books to the grassroots. Seventh, constantly explore the long-term mechanism of the national reading project construction, and study and formulate the medium and long-term planning of the national reading project. Efforts will be made to promote the establishment of a national reading festival and a national reading fund, so that the national reading activity will rise to a national strategic project. Eighth, the Notice on Deepening 20 1 1 National Reading Activities was issued to guide the press and publication system and all localities to further promote extensive and in-depth national reading activities around the annual theme and in light of their own reality.
Relevant persons in charge of relevant departments and directly affiliated units of the General Administration of Press and Publication attended the meeting.
(Selected from China Press and Publication)