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我国广告业虽然起步较晚,但是其进展速度快。广告文案是广告活动最终是否成功的关键因素之一,它需要系统化的理论指导。为了适应这种需求,《广告文案创作》一书以广告文案语境为切入点,相对系统地研究了生存语境与广告文案的关系。通过对该书的阅读,我们可以采用理论与实践相结合的办法,一层一层展开对广告文案语境层次方面的分析,让广告的效果成为最终的目的,通过研读作出以下结论:广告人一定要树立起广告语境通观,为适应多语境视野下的广
Although China’s advertising industry started late, its progress is fast. Ad copy is one of the key factors in the success of advertising campaign ultimately, which needs systematic theoretical guidance. In order to meet this demand, “Advertising Copywriting” a book to ad copy context as a starting point, a relatively systematic study of the context of survival and advertising copyrights. Through the reading of the book, we can use the combination of theory and practice, layer by layer on the level of advertising copycat analysis, so that the effectiveness of advertising as the ultimate goal, through the study to make the following conclusions: Advertisers We must establish a clear view of advertising context, in order to adapt to the wide context of multi-context