广告对当今社会的影响如水银泻地般广泛而深入,我们平常所见的广告文案就像是市场大海上一座座的冰山,千姿百态而魅力无限,而在水面之下支撑冰山的,则是广告文案在广告主旨、受众心理、形式表达、语言修辞、传播语境、文化内涵等各方面的完美组合。本文拟从上述角度,探析广告文案的写作要点。一、确立鲜明的广告主旨 Advertising impact on today’s society as extensive and in-depth as mercury diarrhea, we usually see ad copy is like a market in the sea of ​​iceberg, variety and charm, while under the water to support the iceberg, is the ad copy Advertising purpose, audience psychology, formal expression, language rhetoric, communication context, cultural connotation and other aspects of the perfect combination. This article intends to explore the main points of writing of advertisement copy from the above angle. First, establish clear advertising purposes