广告文案变异:历史较析中的透视

Analysis of Copy Writing Variation of Advertising from a Historical Perspective

本研究把广告置放于社会的经济、科技、文化等背景下,循着历史的纵的线性沿革,审视广告文案的作用与价值、传播与表现,创作与模式,寻找广告文案的传统与现代的历史变异,拟指证广告文案发展的主要规律。

Based on the economic,scientific,technological and cultural background of the society,and following the historical origin and development of copy writing of advertising,the article firstly examines its function and values,propagation and manifestation,creation and mode,then seeks to trace its tradition and analyzes its modern historical variation,in an attempt to verify the main development and regulation of the copy writing.