Publication: 《人间滋味》汪曾祺美食文学写作特点对农副食品营销文案写作的启示和借鉴意义
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2022
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cn
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item.page.harrt.identifier.callno
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LAWARATH SOCIAL E – JOURNAL
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4
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3
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131
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160
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《人间滋味》汪曾祺美食文学写作特点对农副食品营销文案写作的启示和借鉴意义
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The Enlightenment and Reference Significance of Wang Zengqi's Food Literature Writing Characteristics in "Taste of the World" to The Marketing Copy-writing of Agricultural and Sideline Food
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Abstract
本文通过对中国著名现代知名作家汪曾祺先生经典著作“人间三部曲”中《人间滋味》在文学性与实用性角度分析,探讨其对平常百姓一餐一饭，一食一物的描写手法与行文特点，并与当今市场上流行的媒体营销广告文案的写作目的和特点诉求进行交叉对比。文章在形式和内容两个方面总结出了《人间滋味》收录的文学作品的写作特点。在研究成果方面，本文指出了汪曾祺《人间滋味》中修辞手法、遣词造句、行文风格和精神内涵上，是具体如何对地方特色食品广告文案创作在吸引、说服消费者、唤醒购物需求和激发购买行动方面产生启发。研究的结果也分析出了蕴含在此书文学性中的，对于农副食品类 商品宣传推广、文案行销所具有的的实际运用价值和商用借鉴意义。
This research paper analyzes a famous food-themed books “Taste of the World” by Chinese well-known modern author Wang Zengqi’s from literary and practical aspects. The paper discusses the detailed description of Chinese ordinary people's daily meals or regional snacks inside Wang’s writing and summarizes his writing style and characteristics about food both in terms of form and content and then cross-contrasts with writing purposes and desires of commercial copy-writing in marketing or business industries. The authors attempts to explore how rhetoric, choices of word and sentence construction, writing style and spiritual connotation among Wang Zengqi’s texts could attract, intrigue and persuade potential consumers to purchase related agricultural and sideline food. The findings figure out how to apply the practical values of the book “Taste of the World” additionally on marketing writing and then suggest how Wang’s work could be referred in copy-writing practices to promote agricultural and sideline food products in rural areas.
This research paper analyzes a famous food-themed books “Taste of the World” by Chinese well-known modern author Wang Zengqi’s from literary and practical aspects. The paper discusses the detailed description of Chinese ordinary people's daily meals or regional snacks inside Wang’s writing and summarizes his writing style and characteristics about food both in terms of form and content and then cross-contrasts with writing purposes and desires of commercial copy-writing in marketing or business industries. The authors attempts to explore how rhetoric, choices of word and sentence construction, writing style and spiritual connotation among Wang Zengqi’s texts could attract, intrigue and persuade potential consumers to purchase related agricultural and sideline food. The findings figure out how to apply the practical values of the book “Taste of the World” additionally on marketing writing and then suggest how Wang’s work could be referred in copy-writing practices to promote agricultural and sideline food products in rural areas.