广告文案 背过这些就100分（国外英文资料）.doc

广告文案 背过这些就100分（国外英文资料） One, the noun explanation An advertising copy - a language symbol used to display advertising themes and ideas. 2 advertising theme is to work to convey information to organize the central idea, is the inventor of the advertisers business objective understanding, understanding of products, services and enterprise features and psychological factors such as the consumer demand of the market observation, analysis, and refine out the advertising message. Advertising appeals - a way to attract consumers attention and influence their feelings about products and services. The choice of appeal is the establishment of persuasion logic. Advertising performance -- the use of words, patterns, music, sound and other means and techniques to convey advertising themes and ideas to the target audience. 5 - aimed at consumers reason, appealing to reason in advertising content often focus on Yu Chuanda enterprise objective information, products, services, pay attention to the idea of consumption and. 6 emotional appeal, is aimed at consumers psychological, social, or symbolic requirements, performance is related to the enterprise, products, services, emotion and sentiment by causing consumer emotional resonance, to guide consumers to purchase desire and behavior. 7 is advertising - refers to advertisers through advertising forms to their own enterprises, product or service and the competition of enterprises, products and services to conduct a comprehensive or a particular aspect of advertising. 8 - fear is a kind of using human common requirements is to avoid damage in the human nature characteristics, accord with the demands of human need, cause the audience or potential consumers to escape the psychological reaction of disaster, causing them to produce to get rid of some kind of damage states or not selfish behavior advertising expression. Title -- in an advertising case, the short text that dominates the entire advertising and conveys the most important mess