广告文案是指广告作品中的语言文字部分,它们一般由标题、广告语、正文和附文四个部分组成。通过报刊、电视、广播、路牌、网络等媒体直接面向广告受众,起着传播广告信息,表现广告创意,塑造形象,限定广告画面的内涵,指导消费等作用。不仅如此,它还肩负着表达广告“卖点”的重 Advertising copy refers to the language part of the advertising works, they are generally from the title, slogan, body and appendix four parts. Through newspapers, television, radio, street signs, the Internet and other media directly to the advertising audience, plays a role in spreading advertising information, advertising performance, shaping the image, limiting the connotation of the advertising screen, guide the consumption. Not only that, it also shoulders the weight of advertising “selling points.”