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广告文案是广告运用语言文字将信息传达给受众。它往往综合了各门学科的知识,运用各类文体和各种修辞手法进行表现。广告文案多是三言两语,但优秀文案力求一字千金,在科学地传达信息的同时,兼有文学美、哲理美、韵律美等艺术性,给人极强的艺术享受。应该强调的是广告文案的艺术性在增强文案的感染力、可记忆力、传播力、说服力等方面都起
Advertising copy is advertising the use of language to convey information to the audience. It often combines the knowledge of various disciplines, using all kinds of style and various rhetorical devices to perform. However, excellent copywriting, however, strives to make a difference. While conveying information scientifically, it possesses such artistic features as beauty in literature, beauty in philosophy, beauty in rhythm and the like, and thus enjoys great artistic enjoyment. It should be emphasized that the artistry of ad copy has played an important role in enhancing the appeal, memory, communication and persuasion of copywriting