我国体育广告的语言特色及生成逻辑

摘要

Based on cultural and psychological perspective,the domestic sports advertising language has the characteristic of strong colloquial and outstanding sentence form,like using rhetorical devices and focuses on the feeling of experience.The formation of these language features has a deeper cultural psychological generated logic.The substitution of experience economy to service economy,the frame of Chinese aesthetic orientation and multicultural shift are the main factors influencing sports advertising language.So sports advertisement creativity must find the differences and connection points for the audience under different cultural backgrounds ,and promote the domestic sports advertising language and creativity to mature.%基于文化心理角度的国内体育广告语言创意具有口语化强,句子形式感突出,喜用修辞手法,注重体验感等特点.这些语言特色的形成有其深层的文化心理生成逻辑.体验经济对服务经济的取代,国人审美取向的框定及多元文化的此消彼长是影响体育广告语言创意的主要因素,体育广告创意必须据此找到不同文化背景下受众的差异性和联接点,促使国内体育广告语言创意走向成熟.