本文選題：廣告文案 + 廣告設(shè)計�。� 參考：《裝飾》1998年02期

【摘要】：正 廣告的形式百花齊放.在信息社會里,傳媒高度發(fā)達,更豐富了廣告的形式.五彩繽紛的廣告表現(xiàn)形式?jīng)Q定于廣告文案的設(shè)計.目前,我們常見到的各種廣告,只注重了效果的設(shè)計,多限于強化設(shè)計的視覺效果,而恰恰忽略了對廣告設(shè)計具指導(dǎo)作用的廣告文案設(shè)計,各專業(yè)院校也忽略了對于廣告人全面素質(zhì)的培養(yǎng).廣告文案是廣告設(shè)計的指導(dǎo)思想.廣告文案的水平高低是廣告設(shè)計成功與否的關(guān)鍵. 文案是在認清自己的優(yōu)劣和目標受眾的基礎(chǔ)上,經(jīng)過充分研究包括媒體選擇、廣告定位、目標市場、流行趨勢、行業(yè)情況,以及經(jīng)濟實力等因素后制訂出的一整套切實可行的戰(zhàn)術(shù)和策略.加強廣告文案的學習研究,是培養(yǎng)設(shè)計人才全面素質(zhì)的需要,是創(chuàng)造既能促進經(jīng)濟發(fā)展,義有很好視覺效果的高層次廣告的基礎(chǔ).一套成功的文案的實施,可以跨越很長時間,它對廣告效果影響深遠.
[Abstract]:In the information society, the media is highly developed and richer in the form of advertising. The colourful form of advertising is determined by the design of the copywriting. At present, all kinds of advertisements we have often found, focusing only on the design of the effect, are limited to the visual effect of strengthening the design, but neglecting the design of advertising. The advertisement copywriting is designed with the guiding role, and the professional colleges and universities also neglect the cultivation of the overall quality of the advertisers. The advertisement copywriting is the guiding ideology of the advertisement design. The level of the advertisement copywriting is the key to the success of the advertisement design. A complete set of practical tactics and strategies have been formulated after the selection of the body, the position of advertising, the target market, the trend of the epidemic, the situation of the industry, and the economic strength. The study of Advertising Copywriting is the need for training the overall quality of the design talents, and a high-level advertisement which can promote economic development and have good visual effects. The implementation of a successful copy can span a long time. It has a far-reaching impact on advertising effectiveness.
【作者單位】： 山東輕工業(yè)學院工業(yè)設(shè)計系
【分類號】：J524

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