The"Yan(言)"and"Yi(意)"in Modern Textbook Advertisement
The advertising language of modern textbooks is highly skilled in propaganda and has distinct stylistic and register features.From the horizontal perspective,it combines detailed elaboration with concise expression and is good at using rhetorical devices such as contrast,exaggeration,and parallelism.From the vertical perspective,with the evolution of the times and the shift in style,advertising language has transitioned from classical Chinese to vernacular.The main purpose of textbook advertisements is to promote publicity and sales,therefore,it also reflects the marketing strategies of bookstores that emphasize price advantages and authoritative certification,while balancing economic benefits and social benefits.From a more macro perspective,the advertising language of textbooks also contains"yanwaizhiyi(言外之意)"which is closely related to the zeitgeist,from which we can see its interaction with the modern social ideological change and cultural transformation.Modern textbook advertising is not only a tool and means of commercial promotion and marketing,but also a witness and participant in social transformation,cultural transformation,and linguistic change.
modern timestextbook advertisinglanguagemarketing strategycultural mentalitytrends of the times
NETL
NSTL
万方数据
