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上海大学学报(社会科学版)

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独特广告创意背后的文案表现实质

吴小欢   

  1. 上海大学影视艺术技术学院，上海 200072
  • 收稿日期:2006-10-09 修回日期:1900-01-01 出版日期:2007-03-15 发布日期:2007-03-15

The Nature of the Letter Expression Behind the Innovation of Advertisement

WU Xiao-huan   

  1. School of Film-Television Arts and Techniques, Shanghai University, Shanghai 200072, China
  • Received:2006-10-09 Revised:1900-01-01 Online:2007-03-15 Published:2007-03-15

被引次数

3

摘要： 广告的灵魂是创意。写作文案是广告创意的重头戏。广告文案的水平高低，直接影响到广告的传播效果。在品牌塑造战略中，一个好的广告大创意往往足以影响一代甚至几代消费受众的心智，消费观念乃至生活方式。广告文案的本质是促使受众行动而非炫耀文案的华彩丽服。

关键词: 广告, 广告创意, 文案

Abstract: While innovation is looked upon as the soul of advertisement, the letter of writing is considered as the focus of the activity. Whether the letter of advertisement is good or not directly influences on its spreading effect. In establishing brand names, a good innovation is often enough to decide the intelligence, consumption sense and life mode of target audience for a generation or even several generations. The nature of the letter is the action of target audience but flowery diction.

Key words: innovation of advertisement, letters, advertisement

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