| Advertising copy writing is a compulsory course for advertising major and plays an important role in the development of the advertising industry.This article takes books related to advertising copy published in China since the reform and opening up as the research object,combing and summarizing the writing styles and language styles of books,and trying to achieve the following goals: Reconstructing a more appropriate ad copy writing The style and content of the content are tentatively expounded,attempting to do some useful explorations for ad copy writing and teaching reform.The study of these books is divided into four chapters: The first chapter analyzes the significance of advertising copy writing for the construction of advertising discipline system,and puts the development of advertising copy writing in the development of advertising industry to observe and review,and also makes the station position more macroscopic.The second chapter analyzes the selected 47 research samples statistically,including the length of space,the publishing place,the number of cases,and the linguistic divisions,etc.,and has a preliminary understanding of the whole picture of advertising copy books.The third chapter analyzes the various links and content of the book,using content analysis methods,comparative analysis methods and other research methods,combined with the current development status and requirements of advertising copy,in-depth analysis,comb out the current books Some features and some areas that still need improvement.The fourth chapter,combined with the third conclusion,as well as the current development of China's advertising copy,combined with the current all-media innovation,to build a more comprehensive set of advertising copy writing,and elaborate on the specific content of each chapter,And put the copy writing in the context of aesthetics,humanistic care,and so on,to conduct deep reflections and contribute their own strength to the scientific process of this course. |
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