广告文案写作(龙媒第二版)重点知识

《广告文案写作(龙媒第二版)重点知识》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、广告文案写作(龙媒第二版)重点知识第一章：基本观念1.广告文案：（p3）每一广告作品中为传达广告信息而使用的全部语言符号（包括有声语言和文字）所构成的整体。它与非语言符号共同构成有效传达信息的广告作品。2.文案的本质(p6)核心本质：传达信息的手段使用符号：有声语言和文字沟通对象：诉求对象——人3.文案写作：创意符号化的环节4.文案的信息传递模式：（1）广告文案形成了以广告语、标题、正文、随文四个部分分别传达不同信息、发挥不同作用的信息传递模式。organizationsystemandworkingmode,theselectionofanumberofmunicipal

2、strengtheninggrouptobuildinnovationandstrengthentheorganizationofthebasiclevelorganizationsadvancedmodel.(seven)themanualworkoftheCommunistYouthLeagueOrganizationpublished<>and<>Leaguebranchofmanualwork,topromotetheuseoftwomanualsinthecity'sorganizationsatvariouslevels.Thecountycommittee,d

3、irectlyunderthegroup(work)isunderthejurisdictionofgrassrootsLeagueandgroup(total)usingbranchratioshallnotbelessthan70%.Three,tofurtherstrengthenthegroup'sleadershipandteambuilding(a)tostrengthentheleague'sleadershipatalllevelsofconstruction.ContinuetodoagoodjobofmunicipalPartyCommitteeOrga

4、nizationDepartment"onthestrengtheningoftheCommunistYouthLeaguecadresmanagementopinionsimplementation.Topromotethegroupcounties(autonomouscounties,cities)Commissionandcitydirectlyunderthegroup(workers)appointedtocarryoutthe"Five"teambuildingactivities.ImprovetheLeagueAssociationDepartmentwo

5、rkingmechanism.ConscientiouslyfulfillthedutiesofCO,combinedwiththecitygroupdirectlyunder(the)Committeeofthegeneralelectionandtheadjustment,activelyjointlywiththeunitwherethepartyorganizationdepartmentgoodgroupleadershipselectionwiththework.DoagoodjobinmunicipalPartycommitteeassistantcommit

6、teeleadershipandleadingcadresoftheannualassessmentwork,adheretoandimprovetheassistantsecretaryoftheCommunistYouthLeaguetalksystemgroupToweaveindividualconversationandcollectiveconversation,tostrengthenthecommitteesofalllevels,theStandingCommitteeoftheStandingCommittee,theestablishmentofaso

7、undsystemofcentralgrouplearning,thesystemofinvestigationandstudy,thesystemofimportantissuesandthereportingsystem.(two)tostrengthentheworkofeducationandtrainingofcadrestoconscientiouslyimplementtheCentralCommittee."Ontheimplementationofgrassrootscadrestrainingp