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广告的要旨是把信息准确地传达给读者。在创作一个新的广告时要牢记这一要旨。不要因追求创造性而牺牲这一要旨。要在不到3秒钟的时间内吸引读者的注意力。要使广告易读,而且能使读者会停下来阅读。好的广告包括三个要素:1.为读者提供某些信息。2.对读者有利。3.通俗易懂。标题是广告的一个重要部分。它应运用关键的几个词来清晰地描述所宣传的产品。与广告的其他部分相比,标题应当醒目。艺术设计或插图应占据广告至少一半的空间。如果有两个图画,其中一个应比另一个大些。标题及艺术设计都应传达同一个信息。
The essence of advertising is to accurately convey information to readers. Keep this in mind when creating a new ad. Do not sacrifice this important point for the pursuit of creativity. To draw readers’ attention in less than 3 seconds. To make the advertisement easy to read, and to enable the reader to stop reading. A good advertisement consists of three elements: 1. To provide readers with certain information. 2. It is good for readers. 3. Easy to understand. The title is an important part of the advertisement. It should use key words to clearly describe the advertised product. Headlines should be prominent compared to other parts of the ad. Art designs or illustrations should occupy at least half of the space for advertising. If there are two pictures, one of them should be bigger than the other. Both the title and the art design should convey the same message.