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历经15届的中国大学生广告艺术节学院奖给莘莘学子提供了丰富广阔的实战平台,特别是广告文案的创作,提升了学生综合素养。本文主要从三个方面加以阐释,一是“亦真亦善”主题的挖掘,砺德修能,从内心的精神气质方面提升德行和品格;二是“亦深亦广”素材的运用,开思拓新,从眼见和思维方面来提升知识和智慧;三是“亦庄亦谐”语言的斟酌,拓翰成章,从语言和表达方面来提升文字功力。一则优秀广告文案的创作,不仅仅是主题、素材、语言三要素就能解决的,还需要形式、结构、背景等诸多方面因素的完美结合,本文仅从以上三个方面进行剖析,足以说明广告文案的创作在对提升学生综合素养的方面是功不可没的。
After 15 years of China College Advertising Arts Festival Award for college students to provide a wealth of extensive combat platform, especially the creation of ad copy, enhance the overall quality of students. This article mainly expounds from three aspects, one is the excavation of the theme of “true and good”, the morality and virtue cultivation, the inner moral temperament to enhance virtue and character; the second is Thirdly, we should consider the language of “Yizhuang and harmony” as well as broaden our scope of study to enhance the writing skill from the perspective of language and expression. The creation of an excellent advertising copy can be solved not only by the three elements of theme, material and language, but also by the perfect combination of form, structure, background and other factors. This article only analyzes from the above three aspects, The creation of advertisement copy is of great help in improving students’ comprehensive literacy.