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广告文案考试说明</ti=
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<body lang=3DZH-CN style=3D'tab-interval:21.0pt;text-justify-trim:punctuati=
on'>
<div class=3DSection1 style=3D'layout-grid:15.6pt'>
<p class=3DMsoNormal><span lang=3DEN-US style=3D'font-size:14.0pt;font-fami=
ly:KaiTi_GB2312'><o:p> </o:p></span></p>
<p class=3DMsoNormal align=3Dcenter style=3D'text-align:center'><b style=3D=
'mso-bidi-font-weight:
normal'><span style=3D'font-size:22.0pt;font-family:SimHei'>广告=
;文案写作考试说明<span
lang=3DEN-US><o:p></o:p></span></span></b></p>
<p class=3DMsoNormal><span lang=3DEN-US style=3D'font-size:14.0pt;font-fami=
ly:KaiTi_GB2312'><o:p> </o:p></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><b style=3D'mso-bidi-font-w=
eight:
normal'><span style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_=
GB2312'> 一、课程简介<sp=
an
lang=3DEN-US><o:p></o:p></span></span></b></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D=
'font-size:
12.0pt;line-height:150%;font-family:KaiTi_GB2312'><span
style=3D'mso-spacerun:yes'> </span></span><span
style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_GB2312'>ॳ=
1;告文案（写作）课程&=
#30340;考核对象是广告专=
994;的学生。考核教材使=
;用张继缅主编，中央&#=
30005;大出版社出版的《ñ=
91;告文案》和《广告文=
案学习指导》。本课=
1243;主要考核学生对广=
8;文案理论与应用的了&=
#35299;与掌握程度，考核#=
201;求分为了解、领会、=
;掌握三个层次，每一&#=
23618;次都有具体的考核Š=
01;求：“了解”，要求&#=
23398;生对所给的问题有Ð=
40;面和一般的认识；“&=
#39046;会”，指在了解的á=
22;础上，要求学生对给=
定的问题有完整的理=
5299;；“掌握”，指在领=
会的基础上，要求学=
9983;对给定的问题能够࠭=
4;确记忆，并针对考题&=
#20316;到灵活运用。<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><b style=3D'mso-bidi-font-w=
eight:
normal'><span lang=3DEN-US style=3D'font-size:12.0pt;line-height:150%;font-=
family:
KaiTi_GB2312'><span style=3D'mso-spacerun:yes'> </span></=
span></b><b
style=3D'mso-bidi-font-weight:normal'><span style=3D'font-size:12.0pt;line-=
height:
150%;font-family:KaiTi_GB2312'>二、考试方=
335;<span
lang=3DEN-US><o:p></o:p></span></span></b></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D=
'font-size:
12.0pt;line-height:150%;font-family:KaiTi_GB2312'><span
style=3D'mso-spacerun:yes'> </span></span><span
style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_GB2312'>ॳ=
1;告文案的期末考试采&=
#21462;闭卷方式。
试题分为难、中、易=
9977;个等级，分别占卷༣=
4;总成绩的<span
lang=3DEN-US>25</span>％、<span lang=3DEN-US>35</span>％&=
#12289;<span
lang=3DEN-US>40</span>％。试题类型Ô=
53;括填空题、名词解释=
、简答题与论述题，=
0998;别占卷面总成绩的<span
lang=3DEN-US>30</span>％、<span lang=3DEN-US>20</span>％&=
#12289;<span
lang=3DEN-US>30</span>％、<span lang=3DEN-US>20</span>％&=
#24038;右。每种类型的考#=
797;题应有难、中、易的=
;分布。<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D=
'font-size:
12.0pt;line-height:150%;font-family:KaiTi_GB2312'><span
style=3D'mso-spacerun:yes'> </span></span><span
style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_GB2312'>ॳ=
1;告文案的闭卷考试时&=
#38388;为<span
lang=3DEN-US>90</span>分钟。<span lang=3DEN-US><o:p></o:p=
></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><b style=3D'mso-bidi-font-w=
eight:
normal'><span lang=3DEN-US style=3D'font-size:12.0pt;line-height:150%;font-=
family:
KaiTi_GB2312'><span style=3D'mso-spacerun:yes'> </span></=
span></b><b
style=3D'mso-bidi-font-weight:normal'><span style=3D'font-size:12.0pt;line-=
height:
150%;font-family:KaiTi_GB2312'>三、考核内=
481;和考验目标<span
lang=3DEN-US><o:p></o:p></span></span></b></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D=
'font-size:
12.0pt;line-height:150%;font-family:KaiTi_GB2312'><o:p> </o:p></span><=
/p>
<p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:=
150%'><b
style=3D'mso-bidi-font-weight:normal'><span style=3D'font-size:12.0pt;line-=
height:
150%;font-family:KaiTi_GB2312'>第一章 广告=
5991;案概说<span
lang=3DEN-US><o:p></o:p></span></span></b></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D=
'font-size:
12.0pt;line-height:150%;font-family:KaiTi_GB2312'><span
style=3D'mso-spacerun:yes'> </span></span><span
style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_GB2312'>ӏ=
0;考核知识点及考核要&=
#27714;〗<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D=
'font-size:
12.0pt;line-height:150%;font-family:KaiTi_GB2312'><span
style=3D'mso-spacerun:yes'> </span></span><span
style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_GB2312'>ߚ=
2;解：广告与广告文案<=
span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D=
'font-size:
12.0pt;line-height:150%;font-family:KaiTi_GB2312'><span
style=3D'mso-spacerun:yes'> </span></span><span
style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_GB2312'>ཀ=
6;会：广告文案的分类<=
span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D=
'font-size:
12.0pt;line-height:150%;font-family:KaiTi_GB2312'><span
style=3D'mso-spacerun:yes'> </span></span><span
style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_GB2312'>৴=
4;握：广告文案的特性<=
span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D=
'font-size:
12.0pt;line-height:150%;font-family:KaiTi_GB2312'><span
style=3D'mso-spacerun:yes'> </span></span><span
style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_GB2312'>ॳ=
1;告文案的生成<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:=
150%'><b
style=3D'mso-bidi-font-weight:normal'><span lang=3DEN-US style=3D'font-size=
:12.0pt;
line-height:150%;font-family:KaiTi_GB2312'><o:p> </o:p></span></b></p>
<p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:=
150%'><b
style=3D'mso-bidi-font-weight:normal'><span style=3D'font-size:12.0pt;line-=
height:
150%;font-family:KaiTi_GB2312'>第二章 广告=
5991;案的写作目的<span
lang=3DEN-US><o:p></o:p></span></span></b></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 〖考=
核知识点及考核要求=
2311;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 了解=
：制定广告文案的写=
0316;目的<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 领会=
：建立创造性的思维=
6426;制<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 掌握=
：明确广告文案的受=
0247;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:=
150%'><b><span
style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_GB2312;mso-han=
si-font-family:
KaiTi_GB2312'>第三章 广告文案 =
340;创意<span
lang=3DEN-US><o:p></o:p></span></span></b></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 〖考=
核知识点及考核要求=
2311;掌握：<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 了解=
：广告文案的写作原=
1017;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 领会=
：广告创意的生成与=
3454;现<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 广告=
语言的基本要求<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:=
150%'><b><span
style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_GB2312;mso-han=
si-font-family:
KaiTi_GB2312'>第四章 广告文案 =
340;诉求策略<span
lang=3DEN-US><o:p></o:p></span></span></b></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 〖考=
核知识点及考核要求=
2311;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 领会=
：广告文案的目标市=
2330;策略<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 掌握=
：广告文案的理性诉=
7714;策略<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 广告=
文案的感性诉求策略<sp=
an
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 广告=
文案的感性与理性结=
1512;诉求策略<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:=
150%'><b><span
style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_GB2312;mso-han=
si-font-family:
KaiTi_GB2312'>第五章 广告文案 =
340;结构<span
lang=3DEN-US><o:p></o:p></span></span></b></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 〖考=
核知识点及考核要求=
2311;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 了解=
：广告文案的构成要=
2032;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 领会=
：广告文案各要素间=
0340;关系<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 掌握=
：广告文案各要素的=
5972;合<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:=
150%'><b><span
style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_GB2312;mso-han=
si-font-family:
KaiTi_GB2312'>第六章 广告标题<span
lang=3DEN-US><o:p></o:p></span></span></b></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 〖考=
核知识点及考核要求=
2311;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 了解=
：广告标题的特性<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 领会=
：广告标题的作用<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 掌握=
：广告标题的类型<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 广告=
标题的写作<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:=
150%'><b><span
style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_GB2312;mso-han=
si-font-family:
KaiTi_GB2312'>第七章 广告正文<span
lang=3DEN-US><o:p></o:p></span></span></b></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 〖考=
核知识点及考核要求=
2311;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 了解=
：广告正文的类型<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 领会=
：广告正文的特性<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 掌握=
：广告正文的写作<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 广告=
随文的写作<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:=
150%'><b><span
style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_GB2312;mso-han=
si-font-family:
KaiTi_GB2312'>第八章 广告语<span
lang=3DEN-US><o:p></o:p></span></span></b></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 〖考=
核知识点及考核要求=
2311;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 了解=
：广告语的类型及特=
8857;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 领会=
：广告语的创作及要=
7714;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 掌握=
：广告语的概念<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:=
150%'><b><span
style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_GB2312;mso-han=
si-font-family:
KaiTi_GB2312'>第九章 媒体广告=
991;案<span
lang=3DEN-US><o:p></o:p></span></span></b></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 〖考=
核知识点及考核要求=
2311;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 了解=
：网络广告文案的写=
0316;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 领会=
：其他广告文案的写=
0316;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 掌握=
：印刷广告文案的写=
0316;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 广播=
广告文案的写作<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 电视=
广告文案的写作<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:=
150%'><b><span
style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_GB2312;mso-han=
si-font-family:
KaiTi_GB2312'>第十章 系列广告=
991;案<span
lang=3DEN-US><o:p></o:p></span></span></b></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 〖考=
核知识点及考核要求=
2311;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 了解=
：系列广告文案的类=
2411;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 领会=
：系列广告文案的特=
4615;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 掌握=
：系列广告文案的写=
0316;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:=
150%'><b><span
style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_GB2312;mso-han=
si-font-family:
KaiTi_GB2312'>第十一章 广告效=
524;调查的文案<span
lang=3DEN-US><o:p></o:p></span></span></b></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 〖考=
核知识点及考核要求=
2311;：<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 了解=
：广告效果调查文案=
0340;类型<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 领会=
广告效果调查文案的=
9305;性<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 掌握=
：广告效果调查文案=
0340;写作<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:=
150%'><b><span
style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_GB2312;mso-han=
si-font-family:
KaiTi_GB2312'>第十二章 广告文=
696;的写作艺术<span
lang=3DEN-US><o:p></o:p></span></span></b></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 〖考=
核知识点及考核要求=
2311;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 领会=
：广告文案的内容创=
6896;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 掌握=
：广告文案的写作技=
4039;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 广告=
文案的语言艺术<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> <span lang=3DEN-=
US> <o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><b style=3D'mso-bidi-font-w=
eight:
normal'><span style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_=
GB2312'> 四、考核题型=
0030;例：<span
lang=3DEN-US><o:p></o:p></span></span></b></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> （一=
）填空题（每空<span
lang=3DEN-US>2</span>分，共<span lang=3DEN-US>20</span>&#=
20998;）<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> <span lang=3DEN-=
US>1</span>．广告文案以广告=
作品的<u><span
lang=3DEN-US><span
style=3D'mso-spacerun:yes'> =
</span></span></u>、<u><span lang=3DEN-US><span
style=3D'mso-spacerun:yes'> =
</span></span></u>为写作前提。广&=
#21578;文案在广告中往往$=
215;着表达广告<u><span
lang=3DEN-US><span style=3D'mso-spacerun:yes'> =
;
</span></span></u>和传达广告<u><span lang=3DE=
N-US><span
style=3D'mso-spacerun:yes'> </spa=
n></span></u>的重要作用。<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> <span lang=3DEN-=
US>2</span>．广告文案，特别=
是广告语不仅要引人=
7880;意，而且要让人<u><span
lang=3DEN-US><span
style=3D'mso-spacerun:yes'> =
</span></span></u>；让广告受众产&=
#29983;对品牌的强烈<u><span
lang=3DEN-US><span
style=3D'mso-spacerun:yes'> =
</span></span></u>；制造<u><span lang=3DEN-US><span
style=3D'mso-spacerun:yes'> =
</span></span></u>；在受众和消费&=
#32773;中建立起<u><span
lang=3DEN-US><span
style=3D'mso-spacerun:yes'> =
</span></span></u>；巩固消费者的&=
#21697;牌感受，（商标）=
697;牌要不断得到扩展。=
;要做到这一点，广告&#=
25991;案必须考虑采取各ķ=
81;<u><span
lang=3DEN-US><span
style=3D'mso-spacerun:yes'> =
</span></span></u>和<u><span lang=3DEN-US><span
style=3D'mso-spacerun:yes'> =
</span></span></u>。<span lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> （二=
）名词解释（每小题<sp=
an
lang=3DEN-US>4</span>分，共<span lang=3DEN-US>20</span>&#=
20998;）<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> <span lang=3DEN-=
US>1</span>．企业广告文案<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> <span lang=3DEN-=
US>2</span>．美誉度<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> <span lang=3DEN-=
US>3</span>．广告语<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> <span lang=3DEN-=
US>4</span>．印刷广告<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> <span lang=3DEN-=
US>5</span>．广告效果调查文=
案<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> （三=
）简答题（每小题<span
lang=3DEN-US>10</span>分，共<span lang=3DEN-US>30</span>&=
#20998;）<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> <span lang=3DEN-=
US>1.</span>明确的受众意识对=
;广告文案的写作有何&#=
37325;要意义？<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> <span lang=3DEN-=
US>2. </span>概述印刷广告的ह=
6;限性。<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> <span lang=3DEN-=
US>3</span>．概述印刷广告的=
特点。<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> （四=
）广告文案写作题（=
6412;题<span
lang=3DEN-US>30</span>分）<span lang=3DEN-US><o:p></o:p></span>=
</span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D=
'font-size:
12.0pt;line-height:150%;font-family:KaiTi_GB2312'><span
style=3D'mso-spacerun:yes'> </span></span><span
style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_GB2312'>ೡ=
2;景资料：某房地产公&=
#21496;欲在城西的玲珑山=
979;、幽溪边构筑多层、=
;小高层及商住两用的&#=
20303;宅群，面积约为<span
lang=3DEN-US>110</span>亩；该地块紧=
384;新大学城，交通较为=
;便利，路对面即为一&#=
25152;省一级重点中学。Ŧ=
13;公司已为杭城建筑多=
处住宅小区，环境设=
5745;幽雅，设计理念先=
7;。<span
lang=3DEN-US> <o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D=
'font-size:
12.0pt;line-height:150%;font-family:KaiTi_GB2312'><span
style=3D'mso-spacerun:yes'> </span></span><span
style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_GB2312'>ව=
1;求：根据所给的背景&=
#36164;料，为该房地产公=
496;在《钱江晚报》上设=
;计一则二分之一版面&#=
30340;广告；完成广告文Ċ=
96;写作部分，并用语言=
表述视觉效果；广告=
6631;题、口号、正文、༆=
8;文格式完整；正文字&=
#25968;不少于<span
lang=3DEN-US>200</span>字。<span lang=3DEN-US><o:p></o:p></span=
></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 参考=
答案及评分标准<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 一、=
填空题（每空<span
lang=3DEN-US>2</span>分，共<span lang=3DEN-US>20</span>&#=
20998;）<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> <span lang=3DEN-=
US>1</span>．策划、创意、主=
题、信息<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> <span lang=3DEN-=
US>2</span>．难忘、直觉、情=
节悬念、品牌价值、=
1697;牌感受、手法、策=
3;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> 二、=
名词解释（每小题<span
lang=3DEN-US>4</span>分，共<span lang=3DEN-US>20</span>&#=
20998;）<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> <span lang=3DEN-=
US>1.</span>企业广告文案，是=
;为树立企业形象和企&#=
19994;的知名度而撰写的ñ=
91;告文案。<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> <span lang=3DEN-=
US>2</span>．美誉度，是对品=
质的反映。这种反映=
6159;在认知的基础上形ৎ=
4;积极的信念（相信该&=
#21697;质会提供某种利益A=
289;，同时伴有美好的情=
;感体验（好感度），&#=
20063;就是积极的评价。ê=
27;是引发认牌购买的积=
极动力。<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> <span lang=3DEN-=
US>3</span>．广告语是广告在=
一段较长的时间内反=
2797;使用的特定商业用=
1;。它反复出现在广告&=
#20013;，使消费者加深对=
225;业的经营特点，或商=
;品及劳务的独特优良&#=
20010;性的理解与记忆，ô=
18;成强烈的印象。所以=
广告语是现代广告的=
5201;素之一。<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> <span lang=3DEN-=
US>4</span>．印刷广告又称平=
面广告。通过印刷机=
1360;出的广告作品用手=
5;触摸，不能“读”出=
4191;告内容，因而叫平༣=
4;广告。平面广告写作&=
#21482;诉诸受众的视觉， =
005;视广告不仅诉诸观众=
;的视觉，还诉诸观众&#=
30340;听觉，因而不能称Ĭ=
05;视广告为平面广告。=
<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> <span lang=3DEN-=
US>5</span>．广告效果调查文=
案，是指广告人为实=
9616;广告目标，进行广=
8;活动过程中所撰写的&=
#35843;查工作计划、调查&=
382;卷、调查分析、调查=
;报告等的总称。<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> （三=
）简答题答案（要点=
5289;（每小题<span
lang=3DEN-US>10</span>分，共<span lang=3DEN-US>30</span>&=
#20998;）<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> <span lang=3DEN-=
US>1.</span>明确的受众意识对=
;广告文案的写作如下&#=
37325;要意义：<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> （<span
lang=3DEN-US>1</span>）广告的目的=
9;影响及说服广告受众&=
#24182;使他们产生积极的=
577;度，最后付诸行动。=
;对消费者而言，就是&#=
35201;说服消费者对广告È=
13;的品牌产生积极的态=
度，最终产生购买行=
0026;。<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> （<span
lang=3DEN-US>2</span>）研究表明，=
8;知反应是影响消费者&=
#21697;牌态度的重要因素A=
292;消费者的注意水平与=
;其对广告的认知反应&#=
26377;着密切关系。注意ë=
45;广告说服效果的影响=
与受众已有的知识、=
4577;度和信念，广告中=
9;息论据是否有力、广&=
#21578;诉求形式等因素相=
851;。<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> （<span
lang=3DEN-US>3</span>）虽然明确的ࡢ=
3;众意识是从接受的角&=
#24230;，特别是受众的接=
463;心理的角度来谈的，=
;但这对于集中和突出&#=
24191;告的主题信息以达Ò=
40;广告的传播目的至关=
重要，对于广告文案=
0340;撰写具有指导的意ߔ=
1;。<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> <span lang=3DEN-=
US>2.</span>印刷广告的局限性=
;：<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> （<span
lang=3DEN-US>1</span>）因为主要通=
7;文字语言进行传播，&=
#25991;化程度较低的受众&=
590;以读懂，难以接受。=
;<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> （<span
lang=3DEN-US>2</span>）此类广告量࣪=
3;，旧信息很快会被新&=
#20449;息覆盖、冲淡。<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> （<span
lang=3DEN-US>3</span>）不如声形俱߱=
9;的电视广告吸引人。<=
span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> <span lang=3DEN-=
US>3</span>．印刷广告的特点=
：<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> （<span
lang=3DEN-US>1</span>）语言信息量࣪=
3;，可读性强。<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> （<span
lang=3DEN-US>2</span>）读者可以自ஸ=
1;调整阅读速度，反复&=
#38405;读，加深记忆。<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> （<span
lang=3DEN-US>3</span>）宣传范围广ૢ=
7;，传递信息快捷，能&=
#36890;过购买、订阅深入=
478;庭，易于保存。<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> （<span
lang=3DEN-US>4</span>）注重美术装མ=
0;，有利于提高消费者&=
#23457;美能力。印刷精美 =
340;广告，会被受众张贴=
;、收藏、传阅，产生&#=
22810;次传播效应。<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span style=3D'font-size:12=
.0pt;
line-height:150%;font-family:KaiTi_GB2312'> （四=
）广告文案写作题<span
lang=3DEN-US>(</span>共<span lang=3DEN-US>30</span>分<span lang=
=3DEN-US>)<o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D=
'font-size:
12.0pt;line-height:150%;font-family:KaiTi_GB2312'><span
style=3D'mso-spacerun:yes'> </span></span><span
style=3D'font-size:12.0pt;line-height:150%;font-family:KaiTi_GB2312'>=
0;分说明：完成广告文&=
#26696;写作部分，并用语#=
328;表述视觉效果；广告=
;标题、口号、正文、&#=
38468;文格式完整；正文é=
83;数不少于<span
lang=3DEN-US>200</span>字。视其是否 =
526;合以上要求酌情给分=
;。<span
lang=3DEN-US><o:p></o:p></span></span></p>
<p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D=
'font-size:
12.0pt;line-height:150%'><o:p> </o:p></span></p>
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