一、课程简介

广告文案写作是广告学和传播学专业的选修课，它是研究广告作品中语言文字部分写作规律的一门应用科学，实践性较强。主要内容分为三大部分：第一部分为广告文案的整体概述与分类；第二部分为广告文案的创作技能，包括创意、语言应用、体裁、结构等；第三部分为分类广告文案创作，包括报刊广告文案、广播广告文案、电视广告文案、网络广告文案、系列商业广告及公益广告文案等。重点为各类广告文案写作实践训练。使学生通过本课程的学习，能够了解文案写作的一般过程与规律，清楚广告文案的基本结构，理解对不同类型文案写作的个性化要求，从而在一定程度上提高文案的创作技能和业务水平。

Advertising copy writing is an elective course for advertising and communication majors. It is an applied science to study the writing rules of the language part in advertising works, and it has strong practicality. The main content is divided into three parts: the first part is the overall overview and classification of advertising copy; The second part is the creation skills of advertising copy writing, including creativity, language application, genre, structure, etc. The third part is the creation of classified advertising copy writing, including newspaper advertising copy writing, radio advertising copy writing, TV advertising copy writing, network advertising copy writing, series of commercial ads and public service advertising copy writing. The emphasis is on practical training of all kinds of advertising copy writing. Through the study of this course, students can understand the general process and rules of copy writing, know the basic structure of advertising copy writing, understand the personalized requirements of different types of copy writing, so as to improve the creative skills and business level of copy writing to a certain extent.

二、课程目标

1.价值目标

坚持在言行中践行社会主义核心价值观，熟悉本专业领域相关法律、法规及政策，在本专业领域实践活动中能够理解并遵守职业道德和职业规范。在文案写作和创作作品的过程中遵守公序良俗，体现出积极向上的价值观和正能量，不剽窃他人成果、不撰写虚假文案。

2.知识目标

深入理解广告文案的研究范畴，区分文案写作与新闻写作及文学作品的差异，为后续商业广告文案撰写奠定基础；能把握完整型广告文案的基本结构，理解特殊性广告文案的结构特点和现实需要，在文案表达的过程中能做到字斟句酌，简洁有力，朗朗上口，经久不衰。

3.能力目标

能够综合运用广告文案的写作技巧与规律，围绕客户需求，深入洞察目标消费群体的消费心理，对不同类型产品进行符合媒体特性的差异化的广告文案创作。切实提高学生自身的文字表达与驾驭能力。通过文字的魅力与感染力来打动消费者，从而产生共情效应，进而为产品销售服务。

4.综合素养

通过厘清广告文案的基本概念及写作的标准结构，要求学生发展求真、思辨、务实的创新思维方法，理性、有效、适当地进行广告文案实践，形成良好的问题意识、创新精神与协作精神，养成广告行业应具备的写作素养。