征订广告是报刊社以广告的形式传递相关报刊订阅信息,热情邀请广大读者订阅报刊的一种方式。征订广告文案的写作也有其自身规范和要求,本文尝试从篇章衔接的视角对该类文案的写作进行探讨。报刊作为一种复合信息产品,通常都包含多个信息单元,有的报刊承载的信息量甚至堪称庞杂。征订广告文案的正文部分,由于承担传递刊物具体信息的任务,包罗刊物性质、办刊宗 Subscription advertising is the newspaper agency in the form of advertising related newspaper subscription information, warmly invite readers to subscribe to a way newspapers. Writing subscription advertising copywriting also has its own norms and requirements, this article tries to discuss the writing of this type of copywriting from the perspective of chapter cohesion. As a kind of composite information product, newspapers usually contain multiple information units, and some newspapers even carry a large amount of information. Subscription body part of the copy of the ad, due to undertake the task of transmitting the specific information of the publication, including the nature of the publication,