美国广告界颇有影响的实力派人物、广告文稿作家奥格尔维曾用这样一句话来概括他从事多年的广告事业,他说:“广告是词语的生涯。”我们不能断定其中有没有职业感情方面的因素,但是,广告文稿的确是广告构成的重要部分,是广告的躯体。 任何一则广告都要运用语言或文字来表现广告的主题和创意。虽然在广告创作过程中,广告市场的调查、广告计划的拟定、广告主题的形成和广告媒介的选择,都是广告活动的重要组成部分。但很显然,如 Ogilvie, an influential author in the American advertising industry, once used his words to summarize his years of advertising career, saying: “Advertising is a career in words.” We can not tell whether there are any occupations Emotional aspects, however, advertising is indeed an important part of the composition of advertisements is the body of advertising. Any one of the ads must use the language or text to express the theme and creative advertising. Although in the process of creative writing, the investigation of the advertising market, the formulation of the advertising plan, the formation of the advertising theme and the selection of advertising media are all important components of the advertising campaign. But obviously, as