News Professional Textbook -- Principles and Techniques of Advertising Copywriting

Author: Yang Xianshun
Publisher:
Publish Date: 2000-04-01
Features: This book is a textbook for journalism, yet it does not adhere to the conventional format of a textbook. The author aims to provide a rational reflection and cultural perspective on contemporary Chinese advertising copywriting practices through this book, offering strong practical applicability. In terms of content and methodology, the author attempts to employ semiotic methods, theories from cognitive science, and contemporary Western narrative theory, studying and exploring the symbolic characteristics, cognitive stimulation, narrative perspectives, narrative person, and cultural connotations of advertising copy from an anthropological perspective. The examples used in the book are all excellent cases in current copywriting (especially award-winning advertisements), enhancing the book's timeliness and exemplary nature. It is well-focused, with clear and fluent writing, making it easy to understand.