| 文案:广告发布前的说明文底稿 |
| |
| 引用本文： | 陈功伟.文案:广告发布前的说明文底稿[J].青岛职业技术学院学报,2005,18(4):56-59. |
| |
| 作者姓名： | 陈功伟 |
| |
| 作者单位： | 广州业余大学,中文系,广东,广州,510230 |
| |
| 摘 要： | 广告学专著教材上对广告文案的定义普遍存在问题。广告文案不是广告作品中的语言和文字,而是广告发布(或者说制作成品)之前有艺术性的说明文底稿。文案是说明文,应基本遵照AIDA公式来写作。还要认清文案的核心主题。主题艺术化为标语,有层次之分,有明显的位置。
|
| 关 键 词： | 广告学 广告文案 AIDA法则 |
| 文章编号： | 1672-2698(2005)04-0056-04 |
| 修稿时间： | 2005年4月3日 |
The Advertising Copy:the Draft of Elucidation Text before the Release of the Advertisement |
| |
| CHEN Gong-wei.The Advertising Copy:the Draft of Elucidation Text before the Release of the Advertisement[J].Journal of Qingdao Vocational and Technical College,2005,18(4):56-59. |
| |
| Authors: | CHEN Gong-wei |
| |
| Abstract: | There exist common problems in the definitions of advertising copies in the advertising's monograph and teaching materials.The advertising copy is not language and words but artistic draft of the elucidation text before the release of the advertisment(or the finished product).The advertising copy is the elucidation text,which must be written according to the formula of AIDA.The core topic of the advertising copy should be clear and the art of the topic can be embodied in slogans with diversifications and the obvious position. |
| |
| Keywords: | advertising elucidation text the formula of AIDA |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
|
