地方性报纸广告文案创作策略——贵阳市报纸广告文案调查分析

Creating Strategy of Creating the Advertising Copy in Local Newspaper——An Investigation of Advertising Copy of Guiyang

地方性报纸的经济命脉是广告经营,而广告文案是报纸广告作品的重要表现形式,其好坏直接决定了报纸广告的效果。地方报纸怎样通过广告文案的创作帮助企业量体裁衣制定广告,促进企业产品的宣传和销售,帮助企业盈利,怎样利用广告文案创作获得报纸效益的增长是当前地方报纸广告需要研究的问题。以贵阳市报纸广告文案受众调查的分析结果和对《贵阳晚报》《贵州都市报》的广告文案资料分析为依据,探索地方性报纸广告文案创作策略。

Advertisement management is the economic lifeline of local newspaper and advertising copy is the important forms of advertising works, whose quality directly determines the effect of advertisement in local newspaper. It is an important question how to help enterprises design ads, promote the publicity and sale of products, help enterprises gain profits and increase the profits through creating advertising copy in local newspaper. The present article explores creating strategies for designing advertising copy in local newspapers based on the analysis results of the audience of advertising copy in Guiyang newspapers and information analysis of Guiyang Evening Newspaper and Guizhou Urban Newspaper.