New Advertising Copywriting: Creativity. Writing. Performance

Author: Wang Guoquan
Publisher:
Publish Date: 2004-10-14
Features: This book starts from the economic attributes of advertising, repositions advertising copywriting with accuracy, and places it within the context of marketing and advertising planning. With a focus on the acceptance of advertising audiences, it introduces practical operations such as creative thinking, writing processes, language refinement, and the integration of advertising copy with other advertising elements. Based on the intrinsic and extrinsic characteristics of advertising copywriting, as well as the unique qualities of the Chinese language and script, the book emphasizes these aspects. Additionally, through the historical evolution of advertising copywriting and comparative studies between China and the West, as well as the mainland and Taiwan, it presents a new advertising copywriting discipline that aligns closely with China's national conditions. This book comprehensively constructs the discipline of advertising copywriting from the perspectives of creativity, writing, and expression in its newest version. It can serve as a textbook for undergraduate, vocational, and secondary professional schools. Suitable for students majoring in economics, marketing, advertising, communication, Chinese language and literature, journalism, art and design, public administration, business administration, and public management as foundational, core, or elective courses. It is also a valuable read for professionals in the business world, government agencies, news departments, cultural organizations, the advertising industry, and individuals interested in advertising creation.