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国际广告界广泛流传这样一句话:“不管印刷或电视,最好的广告艺术是使文字铭刻于心。”广告当然具备商业本体性,它又显然是艺术本体,广告尤其讲究语言艺术。绝妙的广告语言,是文案策划人员在了解市场、体察众人心理并结合环境背景基础上,为促销产品,树立企业形象而精心构思验证出来的,既有营利目的,又兼备公共关系的使命。国内广告历史已达十五年。如今,
The international advertising world has a widely circulated phrase: “The best advertising art, whether typography or television, is to inscribe the text.” "Advertising certainly has the business noumenon, and it is clearly the art noumenon, with ads especially language art. Wonderful advertising language is the copywriting planners in understanding the market, aware of the public psychology and the combination of environmental background, in order to promote products, establish a corporate image and carefully designed to verify out, both for profit purposes, but also both the mission of public relations. The history of domestic advertising has reached fifteen years. now,