电子商务平台广告文案的特点探析——以天猫“3.8尚新起义”活动为例

Analysis on the Traits of the Advertisement Copy of E-business Platform: A Case Study on T-mall's "3.8 Fashion& New Trend Campaign"

互联网的普及和发展,推动着电子商务的发展,在这一进程中运用于电商的广告也随之诞生和发展。电子商务平台的广告文案继承了传统广告文案的特点,也发展出属于自己的特征。本文结合天猫"3.8尚新起义"活动的具体文案作品对电商广告文案的特点做一些初步的探索。

Internet＇s development and popularization has been promoting the development of ebusiness which enables the ad vertisement of ebusiness to come into being and get off the ground. The ad copy of ebusiness platform inherits the charac teristics from the traditional ones, meanwhile, it has developed its own trait. Here, this paper preliminarily probed into these traits of ebusiness ad copy according to the detailed ad copy work of Tmall＇s ＂3.8 Fashion ＆ New Trend Campaign＂.