会展文案写作研究

发布时间：2018-04-23 23:42

本文选题：会展 + 文案　；参考：《湖南师范大学》2012年硕士论文

【摘要】：随着“大会展时代”的到来,我国会展业的发展规模、发展水平将上一个新的台阶。作为会展信息的重要载体——会展文案的应用也将越来越广泛,作用越来越凸显。关于会展文案的研究势必会成为会展研究的核心内容之一。目前,会展文案的研究成果汗牛充栋,它们在相当程度上丰富了我国的会展写作,但大多数只是千篇一律地按照传统文体写作的研究成果对会展文案写作进行重复地阐释,未能取得大的突破。这种没有深度的知识化、操作性不强的会展文案写作研究现状,已经远远跟不上当前会展业发展的迅猛态势。因此,必须寻找一条新的会展文案写作出路,对会展文案写作进行新的探索。本文力求在对当前会展文案写作研究的现状进行梳理的基础上,采用写作学的相关理论成果对会展文案研究做一些生成性揭示工作,旨在为会展文案写作研究与会展文案写作实践搭起一座桥梁。 “绪论”首先提出研究对象,明确研究任务。主要对会展的历史发展进行一个梳理,对会展文案的价值进行概说、述评,接着,在明确研究对象的基础上,提出当前我国会展文案研究中存在的问题：第一,会展文案的一些基本理论问题,如会展文案的内涵和外延、特点等尚未明确界定；第二,会展文案写作过程的动态研究不够。并指出会展文案要成为一门独立学科,必须解决三大理论问题：一是明确会展文案的范畴；二是认识会展文案的写作特点；三是会展文案的生成机制。第一章“会展文案的类型透视”首先对已有会展文案分类状况进行概述,虽然学界从多方面对会展文案进行分类,但仍存在一些问题,所以本论文对会展文案进行科学分类是有必要的。接着,对会展文案的范围进行界定,在明确研究对象的基础上,从写作目的角度对会展文案进行划分,分为四种基本类型：可行型会展文案、规划型会展文案、知晓型会展文案、评估型会展文案,并逐一对其进行概说、述评。第二章“会展文案的特性呈现”与广告文案进行对比分析,从共性和个性角度对会展文案进行全方位的研究,阐明会展文案在立意、词汇、篇章等层面具有的典型的、常见的特性,为下文的展开提供论说基础。第三章“会展文案的写作策略”引入写作思维学的相关理论,分别对会展文案的四种类型文体的文本生成步骤进行论述,并辅以范例解析,力求理论与实践的最佳结合。只有总结出一套有深度、操作性强的思维策略指导会展文案写作实践,并在写作实践中深化对理论的领悟和改进,会展文案才能建立起一套属于自己的操作实践体系。第四章“结语”,这一章归纳了本文的主要观点,并指出论文的局限性。
[Abstract]:With the coming of "great exhibition era", the development scale and level of exhibition industry in our country will rise to a new level. As an important carrier of exhibition information, the application of exhibition documents will be more and more extensive. The research on exhibition record is bound to become one of the core contents of exhibition research. At present, the research results of exhibition copywriting are full of achievements, which to a certain extent enrich the exhibition writing in our country, but most of them are just repeated interpretations of convention and exhibition writing according to the research results of the traditional style writing. Failed to make a big breakthrough. This lack of depth of knowledge, not strong operability of the exhibition writing research status, has been far from the rapid development of the exhibition industry. Therefore, it is necessary to find a new way out for the writing of exhibition copy and explore the writing of exhibition copy. On the basis of combing the present situation of the present research on exhibition copywriting, this paper tries to do some generative revealing work on the research of exhibition copywriting by using the relevant theoretical achievements of writing. The purpose of this paper is to build a bridge for the study of exhibition copy writing and the practice of exhibition copy writing. Introduction first put forward the research object and clarify the research task. This paper mainly reviews the historical development of exhibition and exhibition, summarizes and comments on the value of exhibition copy, and then, on the basis of defining the research object, puts forward the problems existing in the research of exhibition document in our country: first, Some basic theoretical problems of the exhibition copy, such as the connotation and extension of the exhibition copy, the characteristics and so on, have not been clearly defined; second, the dynamic research on the writing process of the exhibition copy is not enough. It is pointed out that in order to become an independent subject, three theoretical problems must be solved: first, to make clear the scope of the exhibition copy; second, to recognize the writing characteristics of the exhibition copy; and third, to find out the generating mechanism of the exhibition copy. The first chapter, "the typological Perspective of Convention and Exhibition documents", first summarizes the existing classification of exhibition documents. Although the academic circles classify exhibition documents from many aspects, there are still some problems. Therefore, it is necessary to classify exhibition documents scientifically in this paper. Then, the scope of convention and exhibition documents is defined. On the basis of clear research object, the exhibition documents are divided into four basic types: feasible convention and exhibition copy, planning exhibition copy, from the point of view of writing purpose, it is divided into four basic types: feasible convention and exhibition copy, planning exhibition copy. Know the exhibition document, evaluate the exhibition copy, and summarize and comment on it one by one. The second chapter, "the characteristic presentation of the exhibition copy" and the advertisement copy, carries on the contrast analysis, carries on the omni-directional research from the generality and the individuality angle, clarifies the exhibition copy in the meaning, the vocabulary, the chapter and so on the level has the typical, Common features that provide the basis for the following development. The third chapter, "Writing Strategy of Exhibition and Exhibition copy", introduces the theory of writing thinking, discusses the steps of text generation of four types of writing style of exhibition copy, and tries to combine theory with practice. Only by summing up a set of deep and operable thinking strategies to guide the writing practice of exhibition copywriting, and deepening the understanding and improvement of the theory in the writing practice, can the exhibition copy establish a set of its own operational practice system. The fourth chapter "conclusion", this chapter summarizes the main points of this paper, and points out the limitations of the paper.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H152.3

【参考文献】