Advertising and literature

下面为大家整理一篇优秀的assignment代写范文- Advertising and literature，供大家参考学习，这篇论文讨论了广告与文学。文学体裁分为小说、戏剧、诗歌等，被称为高雅艺术，它们是社会文化的一种重要表现形式，是对美的体现。广告从本质上看是大众文化，它贴近现实和大众，不是脱离现实的高雅文化。商家为了促进消费，迎合大众的审美趋向，在广告创意过程中，不断向文学借鉴修辞、文体等；另一方面，大众传媒的发展，也促使文学受到广告的影响，广告逐步走入文学之中。

Under the background of economic globalization, the quantity of commodities is increasing day by day. How consumers choose to buy among various commodities provides conditions for businesses to make advertisements. "With the development of information communication methods and technologies, advertising and mass media are becoming more and more interdependent and mutually reinforcing, gradually penetrating into every corner of People's Daily life." As we all know, advertising is a utilitarian goal, the most important is to achieve the result of promoting consumption through a variety of means. So people don't associate it with literature. "But with the progress of the society, people's aesthetic needs continue to improve, in order to meet the aesthetic needs of consumers, businesses began to carry out cultural packaging of specific products, through a variety of media, the value of goods, functions through poetic language to consumers. In this process, the aesthetic characteristics of literature and art are fully absorbed and borrowed by advertisements. Therefore, advertising and literature may seem unrelated, but they have a lot in common, that is, literature and advertising learn from and influence each other.

The definition of literature is the aesthetic ideology in discourse implication. There are two definitions of advertising in a broad sense and a narrow sense. The broad sense of advertising refers to the non-profit purpose, such as government announcement, cultural statement, etc., also known as non-commercial advertising; The narrow sense of advertising refers to the purpose of making profits, also known as commercial advertising, it is mainly through advertising media to consumers to spread commodity information means. However, both commercial and non-commercial advertisements are closely related to literature.

Advertising and literature need close contact and interaction with the audience, but they interact with the audience in different ways. Advertising has a very strong targeted, product types, the audience is different. Businesses will make different advertising plans according to different audiences. The calcium tablets in the middle cover of nu skin are aimed at the elderly, and the wave seaweed is aimed at children. These advertisements are designed for different groups of people. But the target of literature is not very strong, a thousand readers have a thousand hamlets, most of the works are to express the author's sentiment, there is no stipulation on who the reader must be, anyone can read the works. Therefore, the interaction between the two can be summarized as advertising can choose the audience, while literature is selected by the audience.

Both advertising and literature aim at arousing the audience's aesthetic response, but their means are different. Through the symbolic language such as shots and pictures, advertisements convey information and arouse the emotional resonance of the audience, so as to promote products or values. For example, the public service advertisement "chopsticks" illustrates the core elements of "more chopsticks, more warmth" with different pictures and stories, conveying the unique traditional virtues of the Chinese nation, calling on everyone to cherish every reunion. This advertisement achieves the sublimation of emotion with specific symbolic language. Literature is the expression of emotion before words. Such as the great writer su shi eulogy famous sentence "ten years of life and death two boundless, do not think, since unforgettable", is the poet to the dead wife's deep memory, to write a famous sentence. Through the above cases, it is proved that advertising and literature have different means to arouse the audience's response.

Both advertising and literature emphasize authenticity, but they have different requirements on authenticity. Commercial or non-commercial advertising is very strict on the authenticity, because it is targeted to the whole society through mass media, and if the authenticity goes wrong, it will cause adverse reactions. For example, in the sanlu milk powder incident, the untruth of the products brought great harm to consumers, which is the problem of authenticity. For literature, the requirement of authenticity is relatively low. Most literary works are fictional, but their descriptions are based on real life, that is, art comes from life but is higher than life. For example, mo yan's novel the garlic ballads is based on real cases. In conclusion, authenticity is the most important thing in advertising, just like the necessities of life; To literature, authenticity is the spice of life.

Literary genre is divided into novel, drama, poetry, known as high art, they are an important form of social culture, is the embodiment of beauty. Advertising is mass culture in essence. It is close to reality and the public, not high culture divorced from reality. As mentioned above, in order to promote consumption and cater to the aesthetic trend of the public, businesses constantly refer to literature for reference in the process of advertising creativity, such as rhetoric and style. On the other hand, with the development of mass media, literature is also influenced by advertisements, and advertisements gradually enter into literature.

Advertising borrows from literary rhetoric. Metaphors are more common in advertisements. Its function is to make abstract things visualize, give people a distinct impression. "Today a drop of water, tomorrow the Pacific Ocean"; Exaggeration is also common in advertisements, whose function is to better express the theme of advertisements, such as "special step, extraordinary feeling". In order to convey the comfort of shoes, exaggeration is used to attract customers to buy. Repetition is also commonly used in advertisements, such as "frequent urination, urination urgency, urination pain, three gold MEDALS and three gold tablets". Of course, in the advertising copy, the reference of literary rhetoric is not only these, there are personification, authentic and so on; On the other hand, it should be noted that some advertisements use a variety of rhetoric to achieve propaganda effect. "There's a way to go, and there's a Toyota on the way," USES both veracity and pun.

Advertising, like literature, can be divided into narrative advertising, poetry advertising and drama advertising. Narrative advertisements, like novels in literature, use narrative techniques to tell stories and explain the core connotation of commodities, which can be the producer's corporate culture or the unique characteristics of commodities. The story focuses on the integrity of the plot and the creation of characters, which can leave deep memories for the audience. Such as pantene shampoo "I can type", tells the story of a deaf girl to pursue music dream. Advertising end girl stage when her long hair flowing was focus on display, the image of the girl represents the confidence, and she became confident is pantene shampoo to give her, this is the pan ting to interpret product connotation, character's character is combined with the connotation of the product, prompting the audience consumption, this is the narrative class shape the image of advertising purposes; The second type of poetry advertising, also known as advertising poetry, absorbs the characteristics of literary poetry and pays more attention to the creation of artistic conception and the expression of rhythm. If "empty cup still leaves room full sweet", imitate ancient poem, built the artistic conception of wine sweet and pleasant, mellow. Poetry advertising is similar to literature poetry in expression, form and rhythm can be linked; The third kind of dramatic advertisement refers to the advertisement that USES the form of drama to convey information. Similar to literary drama, it is expressed through dialogue and action, plot and conflict. In dramatic advertisements, the subtext of advertising language must be related to the characteristics or connotations of the products. For example, in a snickers AD, during a tense and intense basketball match, a player suddenly became a weak scholar named xu xian. His teammates immediately gave him a snickers bar of chocolate. The subtext of the AD is that nothing can tempt a tired person, except eating a snickers bar, which can be filled with energy. It also implies people's love for snickers. To sum up, the creativity of advertising always borrows and absorbs from literature to promote consumption. Whether rhetoric, style or both, can prove the special relationship between advertising and literature, reflecting the literariness of advertising.

In today's society, literature, as an art form with a long history, no longer exists in a pure form, but has been influenced by various disciplines and extended to more aspects. Advertising has also gradually entered literature.

First of all, the mass media is becoming more and more advanced, so that literature is no longer limited to paper books. People can access literature through TV, movies, Internet and other means. In order to make more literary works available to the public, publishers also actively use modern advertising means to promote their works, or through film and television shooting to attract the audience to read the original works. This is the influence of advertising on literature, it can also be said that advertising promotes the development of contemporary literature; Secondly, after the adaptation of the film and television drama text, in the process of shooting constantly implanted a variety of advertising, such as the recent hit of the first anti-fraud drama "the world is no fraud" combined with the plot, implanted tencent mobile phone housekeeper this advertising; Finally, the popularity of the Internet makes some literary works have been adapted to become humorous, such as su shi's "jiangchengzi" was used by netizens to fill in the words, "old man chat hair juvenile crazy, treat kidney loss, no sugar. Brocade cap sable coat, thousand ride with kang wang. For tiancheng with the guard, three hundred years, nine zhi tang. Wine wine chest still open, west light frost, happy lang. Hold the node cloud, three fine glucose. Can pull a carved bow such as the full moon, northwest view, nature hall ", adapted into humor, to promote people to understand the original appearance of literary works, this is also an influence of advertising on literature.

Advertising and literature seem to have nothing to do with each other, but in fact they belong to the same category as art. Both have similarities, and each has its own characteristics. The influence of literature on advertising, on the one hand, advertising refers to a variety of literary rhetoric, such as metaphor, exaggeration, veracity; On the other hand, advertising works have narrative advertising, poetry advertising, drama advertising, these advertisements have literary characteristics. The influence of advertising on literature, on the one hand, different genres of literature are using advertising, such as drama posters; On the other hand, movies and TV series adapted from literary works are embedded with advertisements, which can be said to be inseparable from movies and TV series. Nowadays, some advertising copywriting is as beautiful and profound as literature. All these are the embodiment of the mutual influence and reference between advertising and literature. Whether advertising can become a real literary and artistic work in the future remains to be further studied.

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