本文選題：廣告文案 + 寫作�。� 參考：《西北師范大學(xué)》2009年碩士論文

【摘要】： 現(xiàn)代社會是信息社會,作為傳播信息的重要手段,廣告日益受到重視。做廣告是一種商業(yè)行為,好的廣告對商品的銷售起巨大的促進(jìn)作用。研究一下廣告對提高廣告的藝術(shù)性、審美性,從而提高廣告的宣傳效果有重要意義。 在上篇里,主要介紹的是廣告文案綜論及其社會功能。第一節(jié)首先闡介紹了廣告的概念和文案的概念,以及按照三個(gè)時(shí)間階段劃分的廣告文案的源流。第二節(jié)的主要內(nèi)容是廣告文案的結(jié)構(gòu)和寫作原則。廣告文案的文本與其他文本的特性不同,決定了它應(yīng)遵循的寫作原則。第三節(jié)的主要內(nèi)容是廣告文案寫作與中國傳統(tǒng)文化。廣告是社會文化的一部分,同時(shí)受到整個(gè)社會文化的制約。第四節(jié)的主要內(nèi)容是廣告文案寫作的倫理規(guī)范和文理規(guī)范。在市場經(jīng)濟(jì)條件下,我國廣告文案倫理問題和文理問題的主要表現(xiàn)是什么,以及解決對策,在本節(jié)中都有所闡述。 下篇就廣告文案的實(shí)際操作方面,探討了廣告文案寫作中的具體細(xì)節(jié)問題。首先是廣告文案和消費(fèi)心理的關(guān)系;第二節(jié)講的是不同媒體的廣告文案的特點(diǎn)。第三節(jié)探討的是廣告文案寫作的訴求方式與語言。廣告文案寫作的訴求方式有了感訴求方式、理性訴求方式和情感理性混合訴求方式三種最基本的類型。不同的訴求方式,對語言也就提出了不同的要求。 廣告文案的寫作藝術(shù)方興未艾,具有無限廣闊的發(fā)展前景。廣告文案的設(shè)計(jì),在向西方廣告的傳播方式與技巧進(jìn)行學(xué)習(xí)的同時(shí),不應(yīng)忘記要向傳統(tǒng)文化民間民俗文化與群眾語言汲取營養(yǎng),以創(chuàng)作出中國百姓喜聞樂見的廣告。
[Abstract]:Modern society is an information society, as an important means of disseminating information, advertising has been paid more and more attention. Advertising is a kind of commercial behavior, good advertising plays a huge role in promoting the sale of goods. It is of great significance to study the advertisement to improve the artistic and aesthetic quality of the advertisement. In the first part, the main introduction is advertising copywriting and its social functions. The first section introduces the concept of advertising and the concept of copywriting, as well as the origin of advertising copywriting according to the three time stages. The second section of the main content is the structure of advertising copy and writing principles. The text of advertisement copy is different from other texts, which determines the writing principle it should follow. The third section is mainly about advertisement copywriting and Chinese traditional culture. Advertising is a part of social culture and is restricted by the whole social culture. The fourth section of the main content is advertising copywriting ethical norms and literary norms. Under the condition of market economy, what is the main manifestation of the ethical problem and the problem of literary theory of advertisement in our country, as well as the countermeasures, which are expounded in this section. The second part discusses the details of advertisement copy writing. The first is the relationship between advertising copywriting and consumer psychology, and the second section is about the characteristics of advertising copywriting in different media. The third section discusses the way and language of advertisement copy writing. There are three basic types of appeal mode of advertising copywriting: sensible appeal, rational appeal and emotional rational mixed appeal. Different ways of appealing to the language also put forward different requirements. The writing art of advertising copywriting is in the ascendant and has an infinite development prospect. The design of advertising copywriting should not forget to learn from the traditional culture folk culture and mass language while learning from the dissemination methods and techniques of western advertisements so as to create advertisements that Chinese people like to see.
【學(xué)位授予單位】：西北師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：H152

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