| A poster is a visual communication tool. The copywriting of advertising posters is a unique writing form that plays the important role in advertising communication. The discussion of poster copywriting is the subject of this paper. In the process of studying it, this paper would argue about the copywriting characteristics of advertising posters. Firstly, the editing and designing of copywriting should vary with graphics, which depends on the fundamental feature that copywriting serves for graphics in advertising posters. Secondly, the content of copy of advertising posters should focus on the topic, the product or the spirit of a brand, which allows the copywriting of posters to have the demonstrative, illustrative and inspiring functions that combine perfectly the copy's graphic design with the copy's meaning. The paper argues about the meaning and value of adverting posters'copywriting and tries to find out the features of copywriting in Chinese advertising posters by the way of analyzing the content and the form of copies through some typical examples.In this paper, we draw a conclusion that the copywriting of advertising posters is essentially a formal representation, which asks the copywriting to serve effectively for advertising information. So, we can say that it is the key that the content and the form supplement well each other. The paper also talks about the rhetoric of posters'copywriting such as moods, appeal ways, writing styles and rhetoric methods which not only help to build kinds of images in advertising art, but also effectively convey advertising information. We need to admit that we should make the form to harmony with the content in writing advertising posters rather than lavish our efforts on the writing form. Here is one reason that everything is for effective communication. |
