论文部分内容阅读
一支优秀广告的底线是遵守国家广告法规定的前提下传达产品理念,在广告的编辑过程中不仅有许多写作技巧与常规需要掌握,还需要注意广告中最忌讳出现涉及的文化差异、政治因素、超出法律、逾越道德等打擦边球的文字。广告文案在发布前需要全面地分析文案内容是否符合广告法,尊重所有的消费者,也不能为了销量和广告产生的效果而过分地渲染产品的性能,用浮夸的写法来搏取受众的眼球,噱头炒作得很过分。本文主要通过对于广告编辑中要注意的问题进行分析,根据实际案例总结出广告编辑中应该遵守的原则和写作技巧,更好地为品牌宣传服务,向消费者推荐产品的优质性能。
The bottom line of an excellent advertisement is to convey the product concept under the premise of complying with the national advertisement law. Not only do you have many writing skills and routine needs to be mastered in the advertisement editing process, but also the cultural differences involved in the most taboo advertisements appear. The political factors , Beyond the law, passing morals and other words rubbing the ball. Advertising copy before the release of a comprehensive analysis of the copyrighted content is in line with the advertising law, respect for all consumers, nor for sales and advertising effects and overproduction of product performance, using exaggerated wording to beat the audience’s attention, Gimmicks hype too much. This article mainly analyzes the problems that should be paid attention to in ad editing and summarizes the principles and writing skills that should be observed in ad editing according to the actual cases so as to better serve the brand promotion and recommend the excellent performance of the products to consumers.