1《广告文案写作》教学大纲3165(国外英文资料).doc

1《广告文案写作》教学大纲3165(国外英文资料) = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = page 1 = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = An outline of the course syllabus for the writing of advertising writing Course number: 03035 Application: advertising The total number of hours: 64 In school, in theory: 32 school Experimental classes: 32 school Total credits: 3 Reference material: the writing of advertising copywriting was published in the early years of the education press AD copy LeJianFeng Shanghai peoples art press 2009 years 6 month Creative tutorials on advertising Shen hong Peking University press 2008 years 10 month A course description This course is a compulsory course in advertising, and in my sophomore year, I will open the course for all students majoring in advertising. The course is first and foremost The basic meaning of advertisement writing case is explained, so that students can have an overview of the connotation of the advertising copy, and understand that the copywriting is one What is the job and what role to play in the overall advertising campaign. And then from a strategic point of view, its different to the students The characteristics of media advertising and the method of creation, which highlight the influence of online media on the writing of advertising copywriting, In order to make students understand the basic writing ability of copywriting, it is more important to understand the characteristics of the advertising document in the Internet era and master its creation Methods. On top of this, distinguish between different advertising objects, such as common products, enterprises, services, and public interest, etc To start, teach and hone the students writing methods, and train the students to write the more mature advertisement. Second, study time distribution chapter time mark The topic Theory class hours Experimental classes To prepare note The first chapter The first chapt