宣传语创作技巧！省略
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">文/傅雪芹 刘景霞 一个<span style="color: black;">宣传</span><span style="color: black;">能够</span><span style="color: black;">无</span>图案，<span style="color: black;">无</span>声音，但却<span style="color: black;">不可</span><span style="color: black;">无</span>文字。<span style="color: black;">仅有</span>文字<span style="color: black;">才可</span>使<span style="color: black;">宣传</span>深人人心，互相传诵而不被遗忘。怎么能做到把<span style="color: black;">宣传</span>写得家喻户晓？脍炙人口呢？</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p6-sign.toutiaoimg.com/pgc-image/4dd6d7b1f01544669149d59847418a97~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723534766&x-signature=Avn2sJjP87S4Zcl8P4Ez7vOFQI0%3D" style="width: 50%; margin-bottom: 20px;"></div>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">通常</span>说来，是要<span style="color: black;">表现</span><span style="color: black;">宣传</span>语的特点 -- 短小精悍。<span style="color: black;">宣传</span>语篇中的省略，将语言中某个不必要的或是双方都已知的信息去掉。它是为了避免重复，使表达简练、紧凑、清晰的一种修辞方式，它是一种<span style="color: black;">明显</span>关键词并能使上下文紧密连接的语法手段。省略<span style="color: black;">能够</span>分为以下几类：</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/8d58004aeb1b4cb79f33e3579c702f9e~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723534766&x-signature=jioWzGY338F7j2rERMpvkYsZ%2BRI%3D" style="width: 50%; margin-bottom: 20px;"></div>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">名词省略，指名词词组内的<span style="color: black;">暗示</span>事物<span style="color: black;">道理</span>的中心词的省略，<span style="color: black;">各样</span>修饰<span style="color: black;">成份</span>的省略，以至<span style="color: black;">全部</span>名词词组的省略。在<span style="color: black;">宣传</span>语篇中，名词省略最为<span style="color: black;">显著</span>。为了节省篇幅，<span style="color: black;">一般</span>把不必要重复的品牌名<span style="color: black;">叫作</span>省略，剩余<span style="color: black;">更加多</span>的空间以便<span style="color: black;">供给</span><span style="color: black;">更加多</span>的信息，<span style="color: black;">同期</span><span style="color: black;">亦</span><span style="color: black;">加强</span>了受众的关注度。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/3f2c75701c2747f5a78f0c1a80de8060~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723534766&x-signature=rRp1pOiJJMyBX3kJB9egKldi3yE%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">必定</span>语境<span style="color: black;">要求</span>下只要不影响受众对语境的理解，能省去什么结<span style="color: black;">形成</span>分就省去什么结<span style="color: black;">形成</span>分。例如：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">味道好极了！(咖啡)</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">让<span style="color: black;">咱们</span>更亲近！(口香糖)</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">让<span style="color: black;">咱们</span>健康<span style="color: black;">愉快</span>！(奶茶)</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这三则<span style="color: black;">宣传</span>中都省略了作主语的名词，倘若仅仅从结构语义上来看，这两句<span style="color: black;">宣传</span>词都不完整，但<span style="color: black;">倘若</span>结合<span style="color: black;">区别</span>的背景或语境，<span style="color: black;">咱们</span>就能理解其<span style="color: black;">宣传</span>所想传达给<span style="color: black;">咱们</span>的含义。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/eb2ddca6fe3e4564a1e89f9b14f86a0c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723534766&x-signature=QF8JQfaEOZGJqFfm%2FVGWdVtSc74%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我<span style="color: black;">选取</span>，我<span style="color: black;">爱好</span>！(运动鞋)</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">妈妈我要！(果奶)</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你值得<span style="color: black;">持有</span>！(欧莱雅)</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">虽然这三则则<span style="color: black;">宣传</span>都省略了作宾语的名词，但受众很自然就能<span style="color: black;">按照</span>其语境<span style="color: black;">自动</span>填补进商品的名<span style="color: black;">叫作</span>，还原语篇中确指的意思，<span style="color: black;">亦</span>加深了其品牌在受众心目中的印象，起到了更大的宜传<span style="color: black;">功效</span>。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/4018eb125d8b419cabf2d272774d7b63~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723534766&x-signature=qpmHrziqmN%2FjAfGLY9YcGdwrTmw%3D" style="width: 50%; margin-bottom: 20px;"></div>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">动词省略指的是出<span style="color: black;">此刻</span>动词词组中的省略现象。从省略的目的来看，动词的省略一方面是为了达到音节上的协调，使受众读起来能琅琅上口、便于传诵；<span style="color: black;">另一</span>一方面，<span style="color: black;">经过</span>省略动词<span style="color: black;">明显</span><span style="color: black;">宣传</span>中的重要信息，起到<span style="color: black;">明显</span>和宣传<span style="color: black;">制品</span>的效果。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/1888daf93ebc4f5e92adbd4ea51f9aa6~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723534766&x-signature=MezrAkj8IgRV8sSF1OczNAStlcA%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">宣传</span>语中，<span style="color: black;">一般</span>有两种<span style="color: black;">状况</span>的动词省略。一种是省略“是“的<span style="color: black;">状况</span>，这是<span style="color: black;">宣传</span>语中最<span style="color: black;">平常</span>的动词省略。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">薇姿，健康肌肤的源泉。(护肤品)</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">波导手机，手机中的战斗机。(波导手机)</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以上两则<span style="color: black;">宣传</span>省略了“是”，使语言简洁、明了，<span style="color: black;">明显</span>重点信息，并能给受众留下深刻的印象。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/ae1ad6dea42c4063844c7e401d3a5fa7~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723534766&x-signature=uKXonvFrDJr2leUQ0wDGNd6nkhs%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">还有一种是省略“使您”或“使您<span style="color: black;">持有</span>”的<span style="color: black;">状况</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">惠氏金宝宝，健康<span style="color: black;">愉快</span>。(惠氏奶粉)</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">更加多</span><span style="color: black;">选取</span>，<span style="color: black;">更加多</span>欢笑。(金拱门)</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这两则<span style="color: black;">宣传</span>省略了“使您”或“使您<span style="color: black;">持有</span>”，<span style="color: black;">明显</span>了重点信息，琅琅上口。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/de21ae1df09e4865ab7c92a99050a6f2~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723534766&x-signature=BTmUm83daUK%2BKJAADwaBo92mLOI%3D" style="width: 50%; margin-bottom: 20px;"></div>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">小句省略指的是<span style="color: black;">全部</span>分句被省略的现象。<span style="color: black;">一般</span>省略的分句内容<span style="color: black;">能够</span><span style="color: black;">经过</span>上下文或背景推导出来。在<span style="color: black;">宣传</span>语中<span style="color: black;">一般</span>会<span style="color: black;">显现</span>的一种是，目的省略型。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/ad42dab5bf3740efbffed90e63bd00ec~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723534766&x-signature=%2BRJoyBipsOzQIvyun2q5scK376E%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">无</span>蛀牙。(佳洁士)</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">美好的瞬间。(柯尼卡相机)</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">世界触手可及。(中国电信)</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以上<span style="color: black;">宣传</span>语呈现给受众的是，若购买就会<span style="color: black;">持有</span>的效果，但<span style="color: black;">要求</span>是受众<span style="color: black;">必要</span>购买该<span style="color: black;">制品</span>。这种目的省略型是将<span style="color: black;">制品</span>的功能价值<span style="color: black;">通知</span>受众，而其目的是<span style="color: black;">诱发</span>受众思考、并<span style="color: black;">自动</span>将购买<span style="color: black;">行径</span><span style="color: black;">弥补</span>进去，这种省略类型<span style="color: black;">实质</span>上是在敦促消费者的购买诉求。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/a2bf86d956004deb90a7ac8d86d12fbb~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723534766&x-signature=i1W4ecQYjFRbM1eDrby%2BMTHKf3s%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">还有一种为<span style="color: black;">要求</span>省略型。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">只要它是福特汽车。(福特汽车)</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在这则<span style="color: black;">宣传</span>中，它只<span style="color: black;">供给</span>了<span style="color: black;">要求</span>，目的在于<span style="color: black;">诱发</span>受众思考，并放大了<span style="color: black;">宣传</span>中的重要信息，起到了宣传该品牌的<span style="color: black;">功效</span>。只要受众稍加揣测，就不难得出结论：只要您购买的是福特汽车，它就会为您<span style="color: black;">供给</span>最<span style="color: black;">优秀</span>的服务。这无疑<span style="color: black;">亦</span>刺激了受众的消费需求。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/3f4e73a002b949e194086d43441c54fc~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723534766&x-signature=aWc2fG5SVnrB155%2BmvD%2BAVQCdwY%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因为</span>省略句中略去了交际双方已知的信息，而只<span style="color: black;">保存</span>了对方所<span style="color: black;">必须</span>或<span style="color: black;">期盼</span>得到的新信息，<span style="color: black;">因此呢</span>省略句能<span style="color: black;">明显</span>重点信息，简化语言、<span style="color: black;">增多</span>语言效果。<span style="color: black;">同期</span><span style="color: black;">做为</span>一种重要的衔接手段，省略是上下句在语义上<span style="color: black;">创立</span>一种相互的依赖关系，使语篇变得紧凑，被省略成分能在上下文中找到，<span style="color: black;">因此呢</span>省略<span style="color: black;">拥有</span>语篇衔接功能。</p>
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