广告文案写作论

发布时间：2018-06-29 01:28

本文选题：广告文案 + 写作　；参考：《西北师范大学》2009年硕士论文

【摘要】： 现代社会是信息社会,作为传播信息的重要手段,广告日益受到重视。做广告是一种商业行为,好的广告对商品的销售起巨大的促进作用。研究一下广告对提高广告的艺术性、审美性,从而提高广告的宣传效果有重要意义。在上篇里,主要介绍的是广告文案综论及其社会功能。第一节首先阐介绍了广告的概念和文案的概念,以及按照三个时间阶段划分的广告文案的源流。第二节的主要内容是广告文案的结构和写作原则。广告文案的文本与其他文本的特性不同,决定了它应遵循的写作原则。第三节的主要内容是广告文案写作与中国传统文化。广告是社会文化的一部分,同时受到整个社会文化的制约。第四节的主要内容是广告文案写作的伦理规范和文理规范。在市场经济条件下,我国广告文案伦理问题和文理问题的主要表现是什么,以及解决对策,在本节中都有所阐述。下篇就广告文案的实际操作方面,探讨了广告文案写作中的具体细节问题。首先是广告文案和消费心理的关系;第二节讲的是不同媒体的广告文案的特点。第三节探讨的是广告文案写作的诉求方式与语言。广告文案写作的诉求方式有了感诉求方式、理性诉求方式和情感理性混合诉求方式三种最基本的类型。不同的诉求方式,对语言也就提出了不同的要求。广告文案的写作艺术方兴未艾,具有无限广阔的发展前景。广告文案的设计,在向西方广告的传播方式与技巧进行学习的同时,不应忘记要向传统文化民间民俗文化与群众语言汲取营养,以创作出中国百姓喜闻乐见的广告。
[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.
【学位授予单位】：西北师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：H152

【参考文献】