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1、重庆科创职业学院授课方案（教案）课名：__________教师：_______班级：_________________编写时间：______________课题：Unit3(2)copywritingandcopywriter教学目的及要求：1.Understandtheprocessofcopywritingandcopywriter教学重点：1.tolearntheprocessofcopywritingandcopywriter2.tolearnhowtounderstandthetext教学难点：Th
2、eprocessofcopywritingandcopywriter教学环节及组织： IGreetingsandcheckthehomeworkII.FastreadingFastreadingandfinishExercise1onP51III.TeachingprocessStep1Introducethedefinitionofcopywritingandcopywriter1Copywritingiswritingcopyforthepurposeofadvertisingormarketing.
3、Thecopyismeanttopersuadesomeonetobuyaproduct,orinfluencetheirbeliefs.2.Copywriters(knownascontinuitywritersinbroadcasting)areusedtohelpcreatedirectmailpieces,taglines,jinglelyrics,webpagecontent(althoughifthepurposeisnotultimatelypromotional,itsauthormightp
4、refertobecalledacontentwriter),onlineads,旁批栏：e-mailandotherInternetcontent,televisionorradiocommercialscripts,pressreleases,whitepapers,catalogs,billboards,brochures,postcards,salesletters,andothermarketingcommunicationsmediapages.SteptwoCopywritingtricks1.
5、statistics2.repetition3.casestudiesandtestimonials4.easytoread5.afourletterwordStepthreeFourtypesofadsinwhichwordsarecrucial1.Ifthemessageiscomplicated2.Iftheadisforahigh-involvementproduct3.Informationthatneedsdefinitionandexplanation4.Ifamessagetriestocon
6、veyabstractqualitiescopywriter(Thepersonwhoshapesandsculptsthewordsinanad)StepfourAdvertisingWritingStyle1.Copyshouldbeassimpleaspossible2.Shouldhaveaclearfocusandtrytoconveyonlyonesellingpoint3.Everywordcounts;spaceandtimeareexpensivePracticalTips1.Besucci
7、nct（简洁的）2.Besingle-minded3.Bespecific4.Getpersonal5.Keepasinglefocus6.Becontroversial7.Beoriginal旁批栏：8.Usevariety9.UseimaginativedescriptionStepfiveCopywritingforPrint1.DisplaycopyElementsreadersseeintheirinitialscanning2.BodycopyElementsthataredesignedtobe
8、readandabsorbedTheHeadlineKeyelementinprintadvertisingConveysthemainmessageWorkswiththevisualtogetattentionandcommunicatecreativeconceptStepsixHowtoWriteHeadlines?1.Agoodheadlinewillattractthosewhoarep
