Research On The Literariness In Advertising Works

This article is about a research on the literariness in advertising works. It mainly analysis the literariness of advertising from language, image, the genre and quoted many examples to demonstrate the literariness in advertising works. Fistly, advertising language and literature language have similar points, they pay attention to the rhetoric and defamiliarization, and stimulate the association. Secondly,typical image, symbol image and imagery exists in advertising works and literary works.Thirdly, advertising works has characteristics of poetry, narrating work and drama. This paper points out the relationship between literature and literariness of advertising, and points out the differences on advertising and literature of literariness, then expounds the reasons from creative motivation and works function which is literature is the interaction product of subjective feelings and objective things, the advertising work is the product of a strong utilitarian purposes. The study has reference value on the research of literariness of non-literary.