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既是理论又是实践的普遍问题谁都知道,广告文案(笔者确认广告文案是制作广告成品之前有艺术性的说明文底稿)写作要素中材料、语言和结构都是客观存在的,只有主题是广告人自己提炼产生的,并且它至为重要。然而,广告理论的发展远远没有达到科学化、规范化的高度,其中突出的一点是主题认识十分模糊。在广告专著教材中,主题在创意部分中或者被心虚胆怯地一笔带过,或者被片面地模糊地称为概念、观念、中心思想、思想内容等,而在广告文案的写作中却又令
Everyone knows that both the theory and the practice of the common problem of advertising copywriter (I confirm the ad copy is the production of advertising products before the artistic explanatory manuscript) Writing elements of material, language and structure are objective, and only the subject is the advertiser himself Refined to produce, and it is important. However, the development of advertising theory is far from scientific and standardized, and the outstanding point is that the theme is very vague. In the advertising monographs, the subject is tacitly taken in the creative part, or is vaguely referred to as concept, concept, central thought and thought content in the creative part, but in the writing of advertisement,