分析与综合的逻辑方法在现代广告文案教学中的应用

Application of Analytic Approach and Synthetic Method in the Teaching of Modern Advertising Copies

分析,是把整体分解为各个部分、各个方面,分别加以考察的逻辑思维方法。人们认识事物,就必须进行分析。分析的作用是把认识从具体上升到抽象,从个别上升到一般,从现象上升到本质。综合,是把事物各个部分、各个方面结合为一个整体来考察的逻辑思维方法。综合的作用是弄清各个部分、各个方面在整体中的地位、作用和相互关系,全面地、生动地把握事物。分析和综合的逻辑方法是两个方向相反但却是相辅相成的思维过程。在广告文案的教学中运用分析与综合的逻辑方法,不仅能够准确把握广告文案的概念,而且能使学生能够深刻领会每一则广告文案和准确把握广告文案的语境。

Analysis refers to the logical thinking of breaking down the whole into various parts or various aspects which are then examined separately. To understand things people must undertake analyses of them. The function of analysis is to raise understanding from concrete to abstract,from specific to general,and from phenomenon to essence. Synthesis refers to the logical thinking of integrating various parts or aspects of things into a whole which is then examined. The function of synthesis is to work out the places,uses and mutual relationships of various parts or aspects in the whole,and thus to understand things thoroughly and vividly. Logical thinking methods of analysis and synthesis are two mental processes going in opposite directions but complementing each other simultaneously. The application of logical thinking methods of analysis and synthesis in the teaching of advertisement copies can help students fully understand every advertisement copy and understand the contexts of advertisement copies accurately as well as grasp the concepts of advertisement copies.