《广告文案写作》课程简介（本科）.docx

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1、广告文案写作课程简介课程英文名Advertising Copy Writing课程代码Ml018030学分2总学时32理论学时32实验/实践学时0先修课程无适用专业广告学内容简介 （中文）广告文案写作是广告学专业本科生的必修课与专业方向课。其宗旨是引领 学生进入广告表现的天地，对广告文案写作在整个广告运动中的特殊位置、基本原 理、基本原则、具体规范、操作范畴、表现类型等基本问题有清楚的认识。本课程 通过讲解与阐述广告文案写作的原理与技巧，选择典型案例加以分析点评，能够增 强对广告作品的理解；通过具体的作品写作，扩展学生的创意思维空间，提高综合 能力。本课程主要内容为广告创意策略和创意方法、平面

2、广告写作、广播广告写作、 影视广告写作和网络广告写作。内容简介 （英文）Advertising Copy Writing is a compulsory course and specialized course for undergraduates majoring in advertising. It aims at leading students into the world of advertising performance and letting them have clear understanding of the special position, basic theory

3、, basic principle, concrete specification, operation category and performance type, etc. of advertising copy writing in the whole advertising movement. This course is able to enhance peoples understanding of advertising works via explaining the principles and skills of advertising copy writing with

4、comments on typical cases selected; the creative thinking space and comprehensive ability of the students arc expanded and improved via writing of specific works. The main contents of this course are advertising creative strategies and creative methods, graphic advertising writing, radio advertising writing, film and television advertising writing and online advertising writing.执笔人审定人制定时间2022年10月21日