Journal of Shanghai University (Social Science Edition)

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The Nature of the Letter Expression Behind the Innovation of Advertisement

WU Xiao-huan   

  1. School of Film-Television Arts and Techniques, Shanghai University, Shanghai 200072, China
  • Received:2006-10-09 Revised:1900-01-01 Online:2007-03-15 Published:2007-03-15

Abstract: While innovation is looked upon as the soul of advertisement, the letter of writing is considered as the focus of the activity. Whether the letter of advertisement is good or not directly influences on its spreading effect. In establishing brand names, a good innovation is often enough to decide the intelligence, consumption sense and life mode of target audience for a generation or even several generations. The nature of the letter is the action of target audience but flowery diction.

Key words: innovation of advertisement, letters, advertisement

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