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作者 : 張微
總數: 1
廣告文案寫作
作者
張微
分類號
C1.9.5 002
出版社
武漢大學出版社
主題
語文學習
註釋
本書作者對於如何實現教材基礎性內容與內容必須反映現實的前沿性發展結合。進一步提煉教材的基礎性內容,使 之更為科學化和規範化,而將前沿性內容融入基礎性內容的框架系統中。本書主要針對上述問題進行修訂,新增 了兩章,其一是後現代主義廣告文案的創作和廣告文案核心訴求的確立。 其二則是對網路廣告文案一章進行了大 篇幅的刪削重寫,對原文刪掉了一節,重寫了兩節,從而使讀者能夠掌握當前最新網路廣告的寫作技巧,或許可實 現與時代同步的光榮夢想。 第一章 多視角觀照:廣告文案的整體審視 第一節 廣告文案的本質探尋 第二節 廣告文案的類型分析 第二章 文學型文案 第一節 文學型文案的基本特徵 第二節 文學型文案與純文學的比較分析 第三節 文學型文案的撰寫方法 第三章 說理型文案 第一節 說理型文案的基本特徵 第二節 說理型文案的基本類型 第四章 廣告文案內容空間的拓展 第一節 廣告文案的核心訴求 第二節 廣告文案核心訴求的最優化 第三節 廣告文案創作的素材 第五章 廣告文案創意 第一節 廣告文案創意的特殊定性 第二節 廣告文案創意的基本方式 第六章 廣告文案創作中的現代主義方法 第一節 荒誕 第二節 扭曲變形 第三節 超現實 第七章 後現代主義:廣告文案創作的前沿 第一節 後現代主義廣告文案的興起 第二節 後現代主義文案的基本特徵 第八章 廣告文案創作中的語言運用 第一節 廣告文案的語言特徵 第二節 廣告文案語言的形式美 第三節 廣告語言的修辭藝術 第九章 廣告文案的體裁分析 第一節 文學型文案體裁類型 第二節 說理型文案體裁類型 第十章 廣告文案的標題與廣告語 第一節 廣告標題的基本特徵 第二節 廣告標題的存在形態 第三節 廣告標題的表現類型 第四節 廣告語 第十一章 廣告文案的正文和附文 第一節 廣告正文的基本類型 第二節 廣告正文的撰寫原則 第三節 廣告附文的特徵和類型 第十二章 報刊廣告文案 第一節 報刊廣告文案的基本特徵 第二節 報刊系列廣告文案 第三節 系列廣告文案的撰寫方法 第十三章 廣播廣告文案 第一節 廣播廣告文案的基本特徵 第二節 廣播廣告文案的基本類型 第三節 廣播廣告文案的撰寫原則 第十四章 電視廣告文案 第一節 電視廣告文案的基本特徵 第二節 電視廣告文案的表現類型 第三節 電視廣告文寒的撰寫方法 第十五章 網路廣告文案 第一節 網路廣告的基本特徵 第二節 網路廣告的類型分析 第三節 網路廣告文案的基本特徵 第十六章 商業廣告文案與公益廣告文案 第一節 商業廣告文案 第二節 公益廣告文案 參考文獻 後記