广告文案与广告设计

发布时间：2018-06-08 12:10

本文选题：广告文案 + 广告设计　；参考：《装饰》1998年02期

【摘要】：正广告的形式百花齐放.在信息社会里,传媒高度发达,更丰富了广告的形式.五彩缤纷的广告表现形式决定于广告文案的设计.目前,我们常见到的各种广告,只注重了效果的设计,多限于强化设计的视觉效果,而恰恰忽略了对广告设计具指导作用的广告文案设计,各专业院校也忽略了对于广告人全面素质的培养.广告文案是广告设计的指导思想.广告文案的水平高低是广告设计成功与否的关键. 文案是在认清自己的优劣和目标受众的基础上,经过充分研究包括媒体选择、广告定位、目标市场、流行趋势、行业情况,以及经济实力等因素后制订出的一整套切实可行的战术和策略.加强广告文案的学习研究,是培养设计人才全面素质的需要,是创造既能促进经济发展,义有很好视觉效果的高层次广告的基础.一套成功的文案的实施,可以跨越很长时间,它对广告效果影响深远.
[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.
【作者单位】：山东轻工业学院工业设计系
【分类号】：J524

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