第八章广告文案的撰写

,*,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,单击此处编辑母版标题样式,第八章 广告文案的撰写,第一节 广告文案的基本概念,第二节 广告标题,第三节 广告正文,第四节 广告口号,第五节 广播电视广告文案的写作,广告文案的基本概念,广告标题的写作,广告正文的写作,广告口号的写作,广播电视广告文的写作,本章要点,一、广告文案的含义和作用,二、广告文案的构成和类型,（一）广告文案的构成,（二）广告文案的类型,第一节 广告文案的基本概念,三、广告文案写作的基本要求,（一）要能产生效果,（二）要富有创造性,（三）要合乎规范,一、标题的功能,（一）吸引注意力,（二）传递主要的广告信息,（三）诱导继续阅读广告正文,第二节 广告标题,二、标题的类型,（一）直接标题,（二）间接标题,（三）复合式标题,三、标题的表现形式,（一）新闻性标题,（二）判断式标题,（三）提问式标题,（四）提倡号召式标题,（五）祈求式标题,（六）情感式标题,（七）比较式标题,（八）悬念式标题,四、标题写作的基本要求,（一）突出精华，标出新意,（二）既要简洁，又要明确,（三）题文相符，互为一体,（四）易懂好记，引人注目,一、广告正文的构成,二、广告正文的表述方法,（一）记叙体,（二）描写体,（三）论说体,（四）说明体,（五）文艺体,第三节 广告正文,三、撰写广告正文的要求,（一）简明扼要,（二）重点突出,（三）措辞得当,（四）生动有趣,（五）有号召力,一、广告口号的作用,（一）传达和加强企业的经营理念,（二）促进记忆，加深受众印象,（三）创造流行，丰富社会文化,（四）广告口号与广告标题的差别,第四节 广告口号,二、广告口号的类型,（一）突出商品特性型,（二）展现企业形象型,（三）促进销售型,三、广告口号的写作要求,（一）要简明易记,（二）要富有特色,（三）要有感召力,（四）要注意文化认同,（五）要有承接和转化,一、广播广告词写作,（一）简明易懂,（二）适宜口播,（三）重点突出,第五节 广播电视广告文案的写作,二、电视广告词的写作,（一）不是电视画面的简单解说,（二）不必追求自身表达的完美无缺,（三）不要去描绘事物的外部形态,1.什么是广告文案？,2.广告标题的写作要注意哪些问题？,3.广告正文的写作有哪些基本要求？,4.怎样才能写好广告口号？,5.广播电视广告文案的写作要领有哪些？,6.试评析12则广告文案。,思考题,9tM(fzS2lFY8rL&exR0kDX6qJ%cwP+iCV5oH!auN)gAT3mGZ9sM*fyS1lEY7rK&dxQ0jDW5pI$bvO-hBU4nH#atN(gzT2mFZ8sL*eyR1kDX6qJ%cwP+iCV5oI!buO)hAU3nG#9tM(fzS1lEY7rK&dxQ0jDW6pJ$cvP-iBV4oH!auN)gzT2mFZ8sL*eyR1kEX7qK%dwQ+jCW5pI$bvO-hAU3nG#9tM(fzS2lFY8rL&exR0kDX6qJ%cwP-iBV4oH!auN)gAT3mGZ9sM*fyS1lEY7rK&dwQ+jCW5pI$bvO-hBU4nH#atN(gzT2mFZ8sL&exR0kDX6qJ%cwP+iCV5oI!buO)hAU3nG#9sM*fyS1lEY7rK&dxQ0jDW6pJ$cvP-iBV4oH!atN(gzT2mFZ8sL*eyR1kEX7qK%dwQ+jCW5pI!buO)hAU3nG#9tM(fzS2lFY8rL&exR0kDX6pJ$cvP-iBV4oH!auN)gAT3mGZ9sM*fyS1lEX7qK%dwQ+jCW5pI$bvO-hBU4nH#atN(gzT2mFY8rL&exR0kDX6qJ%cwP+iCV5oI!buO)hAU3mGZ9sM*fyS1lEY7rK&dxQ0jDW6pJ$cvP-iBU4nH#atN(gzT2mFZ8sL*eyR1kEX7qK%dwQ+iCV5oI!buO)hAU3nG#9tM(fzS2lFY8rL&exQ0jDW6pJ$cvP-iBV4oH!auN)gAT3mGZ9sM*fyR1kEX7qK%dwQ+jCW5pI$bvO-hBU4nH#atN(fzS2lFY8rL&exR0kDX6qJ%cwP+iCV5oI!buN)gAT3mGZ9sM*fyS1lEY7rK&dxQ0jDW6pJ$bvO-hBU4nH#atN(gzT2mFZ8sL*eyR1kEX7qJ%cwP+iCV5oI!buO)hAU3nG#9tM(fzS2lFY8rK&dxQ0jDW6pJ$cvP-iBV4oH!auN)gAT3mGZ8sL*eyR1kEX7qK%dwQ+jCW5pI$bvO-hBU4nG#9tM(fzS2lFY8rL&exR0kDX6qJ%cwP+iCV4oH!auN)gAT3mGZ9sM*fyS1lEY7rK&dxQ0jDW5pI$bvO-hBU4nH#atN(gzT2mFZ8sL*eyR1kDX6qJ%cwP+iCV5oI!buO)hAU3nG#9tM(fzS1lEY7rK&dxQ0jDW6pJ$cvP-iBY7rK&dxQ0jDW6pJ$cvP-iBV4oH#atN(gzT2mFZ8sL*eyR1kEX7qK%dwQ+jCW5oI!buO)hAU3nG#9tM(fzS2lFY8rL&exR0kDW6pJ$cvP-iBV4oH!auN)gAT3mGZ9sM*fyS1kEX7qK%dwQ+jCW5pI$bvO-hBU4nH#atN(gzT2lFY8rL&exR0kDX6qJ%cwP+iCV5oI!buO)hAT3mGZ9sM*fyS1lEY7rK&dxQ0jDW6pJ$cvP-hBU4nH#atN(gzT2mFZ8sL*eyR1kEX7qK%dwP+iCV5oI!buO)hAU3nG#9tM(fzS2lFY8rL&exQ0jDW6pJ$cvP-iBV4oH!auN)gAT3mGZ9sM*eyR1kEX7qK%dwQ+jCW5pI$bvO-hBU4nH#atM(fzS2lFY8rL&exR0kDX6qJ%cwP+iCV5oI!auN)gAT3mGZ9sM*fyS1lEY7rK&dxQ0jDW6pI$bvO-hBU4nH#atN(gzT2mFZ8sL*eyR1kEX7qJ%cwP+iCV5oI!buO)hAU3nG#9tM(fzS2lFY7rK&dxQ0jDW6pJ$cvP-iBV4oH!auN)gAT3mFZ8sL*eyR1kEX7qK%dwQ+jCW5pI$bvO-hBU3nG#9tM(fzS2lFY8rL&exR0kDX6qJ%cwP+iBV4oH!auN)gAT3mGZ9sM*fyS1lEY7rK&dxQ0jCW5pI$bvO-hBU4nH#atN(gzT2mFZ8sL*eyR0kDX6qJ%cwP+iCV5oI!buO)hAU3nG#9tM(fyS1lEY7rK&dxQ0jDW6pJ$cvP-iBV4oH!auN(gzT2mFZ8sL*eyR1kEX7qK%dwQ+jCW5pI$bvO)hAU3nG#9tM(fzS2lFY8rL&exR0kDX6qJ%cvS2lFY8rL&exR0jDW6pJ$cvP-iBV4oH!auN)gAT3mGZ9sM*fyS1kEX7qK%dwQ+jCW5pI$bvO-hBU4nH#atN(gzS2lFY8rL&exR0kDX6qJ%cwP+iCV5oI!buO)gAT3mGZ9sM*fyS1lEY7rK&dxQ0jDW6pJ$cvO-hBU4nH#atN(gzT2mFZ8sL*eyR1kEX7qK%cwP+iCV5oI!buO)hAU3nG#9tM(fzS2lFY8rL&dxQ0jDW6pJ$cvP-iBV4oH!auN)gAT3mGZ9sL*eyR1kEX7qK%dwQ+jCW5pI$bvO-hBU4nH#9tM(fzS2lFY8rL&exR0kDX6qJ%cwP+iCV5oH!auN)gAT3mGZ9sM*fyS1lEY7rK&dxQ0jDW6pI$bvO-hBU4nH#atN(gzT2mFZ8sL*eyR1kEX6qJ%cwP+iCV5oI!buO)hAU3nG#9tM(fzS2lEY7rK&dAU3nG#9tM*fyS1lEY7rK&dxQ0jDW6pJ$cvP-iBV4oH!atN(gzT2mFZ8sL*eyR1kEX7qK%dwQ+jCW5pI!buO)hAU3nG#9tM(fzS2lFY8rL&exR0kDX6pJ$cvP-iBV4oH!auN)gAT3mGZ9sM*fyS1lEX7qK%dwQ+jCW5pI$bvO-hBU4nH#atN(gzT2mFY8rL&exR0kDX6qJ%cwP+iCV5oI!buO)hAU3mGZ9sM*fyS1lEY7rK&dxQ0jDW6pJ$cvP-iBU4nH#atN(gzT2mFZ8sL*eyR1kEX7qK%dwQ+iCV5oI!buO)hAU3nG#9tM(fzS2lFY8rL&exR0jDW6pJ$cvP-iBV4oH!auN)gAT3mGZ9sM*fyR1kEX7qK%dwQ+jCW5pI$bvO-hBU4nH#atN(fzS2lFY8rL&exR0kDX6qJ%cwP+iCV5oI!buN)gAT3mGZ9sM*fyS1lEY7rK&dxQ0jDW6pJ$bvO-hBU4nH#atN(gzT2mFZ8sL*eyR1kEX7qK%cwP+iCV5oI!buO)hAU3nG#9tM(fzS2lFY8rK&dxQ0jDW6pJ$cvP-iBV4oH!auN)gAT3mGZ8sL*eyR1kEX7qK%dwQ+jCW5pI$bvO-hBU4nG#9tM(fzS2lFY8rL&exR0kDX6qJ%cwP+iCV4oH!auN)gAT3mGZ9sM*fyS1lEY7rK&dxQ0jDW5pI$byS1lEY7rK%dwQ+jCW5pI$bvO-hBU4nH#atN(gzT2mFZ8sL&exR0kDX6qJ%cwP+iCV5oI!buO)hAU3nG#9sM*fyS1lEY7rK&dxQ0jDW6pJ$cvP-iBV4oH#atN(gzT2mFZ8sL*eyR1kEX7qK%dwQ+jCW5oI!buO)hAU3nG#9tM(fzS2lFY8rL&exR0kDW6pJ$cvP-iBV4oH!auN)gAT3mGZ9sM*fyS1lEX7qK%dwQ+jCW5pI$bvO-hBU4nH#atN(gzT2lFY8rL&exR0kDX6qJ%cwP+iCV5oI!buO)hAT3mGZ9sM*fyS1lEY7rK&dxQ0jDW6pJ$cvP-hBU4nH#atN(gzT2mFZ8sL*eyR1kEX7qK%dwP+iCV5oI!buO)hAU3nG#9tM(fzS2lFY8rL&exQ0jDW6pJ$cvP-iBV4oH!auN)gAT3mGZ9sM*eyR1kEX7qK%dwQ+jCW5pI$bvO-hBU4nH#atM(fzS2lFY8rL&exR0nG#9tM(fzS2lFY8rL&exR0kDX6qJ%cwP+iBV4oH!auN)gAT3mGZ9sM*fyS1lEY7rK&dxQ+jCW5pI$bvO-hBU4nH#atN(gzT2mFZ8sL*exR0kDX6qJ%cwP+iCV5oI!buO)hAU3nG#9tM(fyS1lEY7rK&dxQ0jDW6pJ$cvP-iBV4oH!auN(gzT2mFZ8sL*eyR1kEX7qK%dwQ+jCW5pI$buO)hAU3nG#9tM(fzS2lFY8rL&exR0kDX6qJ$cvP-iBV4oH!auN)gAT3mGZ9sM*fyS1lEY7qK%dwQ+jCW5pI$bvO-hBU4nH#atN(gzT2mFZ8rL&exR0kDX6qJ%cwP+iCV5oI!buO)hAU3nGZ9sM*fyS1lEY7rK&dxQ0jDW6pJ$cvP-iBY7rK&dxQ0jDW6pJ$cvO-hBU4nH#atN(gzT2mFZ8sL*eyR1kEX7qK%cwP+iCV5oI!buO)hAU3nG#9tM(fzS2lFY8rK&dxQ0jDW6pJ$cvP-iBV4oH!auN)gAT3mGZ8sL*eyR1kEX7qK%dwQ+jCW5pI$bvO-hBU4nH#9tM(fzS2lFY8rL&exR0kDX6qJ%cwP+iCV5oH!auN)gAT3mGZ9sM*fyS1lEY7rK&dxQ0jDW5pI$bvO-hBU4nH#atN(gzT2mFZ8sL*eyR1kDX6qJ%cwP+iCV5oI!buO)hAU3nG#9tM(fzS1lEY7rK&dxQ0jDW6pJ$cvP-iBV4oH!auN)gAT2mFZ8sL*eyR1kEX7qK%dwQ+jCW5pI$bvO-hAU3nG#9tM(fzS2lFY8rL&exR0kDX6qJ%cwP-iBV4oH!auN)gAT3mGZ9sM*fyS1lEY7rK&dwQ+jCW5pI$bvO-hBU4nH#atN(gzT2mFZbvO-hBU4nH#atN(gzT2lFY8rL&exR0kDX6qJ%cwP+iCV5oI!buO)hAT3mGZ9sM*fyS1lEY7rK&dxQ0jDW6pJ$cvP-iBU4nH#atN(gzT2mFZ8sL*eyR1kEX7qK%dwQ+iCV5oI!buO)hAU3nG#9tM(fzS2lFY8rL&exQ0jDW6pJ$cvP-iBV4oH!auN)gAT3mGZ9sM*eyR1kEX7qK%dwQ+jCW5pI$bvO-hBU4nH#atM(fzS2lFY8rL&exR0kDX6qJ%cwP+iCV5oI!buN)gAT3mGZ9sM*fyS1lEY7rK&dxQ0jDW6pJ$bvO-hBU4nH#atN(gzT2mFZ8sL*eyR1kEX7qJ%cwP+iCV5oI!buO)hAU3nJ%cwP+iCV5oI!buO)hAU3nG#9t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