文案:广告发布前的说明文底稿  

The Advertising Copy:the Draft of Elucidation Text before the Release of the Advertisement

作　　者：陈功伟[1] 

机构地区：[1]广州业余大学中文系,广东广州510230

出　　处：《青岛职业技术学院学报》2005年第4期56-59,共4页Journal of Qingdao Technical College

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。There exist common problems in the definitions of advertising copies in the advertisings 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.

关 键 词：广告学 广告文案 AIDA法则 

分 类 号：J524.3[艺术—艺术设计]