| 广告写作中的通俗化与文学化 |
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| 引用本文： | 韩春萌.广告写作中的通俗化与文学化[J].南昌教育学院学报,2009,24(2):11-13. |
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| 作者姓名： | 韩春萌 |
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| 作者单位： | 江西教育学院中文系,江西南昌,330029 |
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| 摘 要： | 广告文案写作是广告运作中的重要一环,尤其是广告标题、标语和正文的写作,直接关系到广告的成败.广告作为一种营销传播,有不同于其他类别传播的特点.要在有限的时间内达到预期的广告目的,收到良好的宣传效果,就必须处理好广告写作中的通俗化与文学化问题.
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| 关 键 词： | 广告学 广告写作 通俗化 文学化 适度性 |
Popularization and Literaturization in Advertisement Writing |
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| HAN Chun-meng.Popularization and Literaturization in Advertisement Writing[J].Journal of Nanchang College of Education,2009,24(2):11-13. |
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| Authors: | HAN Chun-meng |
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| Institution: | Chinese Department of Jiangxi Institute of Education;Nanchang Jiangxi;330029;China |
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| Abstract: | The writing of an advertisement,especially the writing of its headlines,slogans and body copy,is one of the crucial steps to run a successful advertising campaign.As a marketing communication,the advertisement displays features distinct from other types of media.To achieve the anticipated goals and get results within a limited time,it is essential to deal with the relation between the popularization and the literaturization in advertisement writing. |
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| Keywords: | advertising advertisement writing popularization literaturization moderateness |
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