The "Substantial Or Insubstantial" Virtuosity-perspective On Systematic Research Of Copy-writing Planning

The thesis researches the process of the advertising copy-writing planning on the background of the theory of the Integrated Marketing Communications, which quotes the viewpoint of dialectics. And based upon the view of substantial vs. insubstantial from philosophy and aesthetics, by integrating the theoretic discuss with case analysis, the thesis demonstrates why the artistic point of substantial vs. insubstantial will exist.The system of copy-writing planning includes originality plan, originality generation and originality representation. The first two stages belong to the domain of the thinking method, the last stage belongs to the operation method. The dialectic viewpoint of universalism of contradiction determines the conflict between substantial and insubstantial exists in the whole process of the three stages, as well the result of the process. The universalism of contradiction also determines that the two parts of the conflict between substantial and insubstantial are not absolutely opposite. They supplement each other, restrict each other and influence each other, be unified as a whole. The process of the influence is the process which we eliminate the false and retain the true and seek artistic state of truth, goodness and beauty. The result of the process finally incarnates a holistic aesthetic feeling of the substantial and/or insubstantial of copy-writing, which serves for achieving an idiographic target of advertisement or meeting the special consumers' mental need.The artistic viewpoint of substantial or insubstantial of copy-writing planning system objectively exists, which exists in the whole process of the advertising copy-writing planning and in the result of the creation, which still widely exists in the consciousness or subconscious of the creator and the mass who get the information.The research on the artistic viewpoint of substantial or insubstantial relates with the virtuosity of people's need, and it as well as relates with the professional ability of the creator, which gives expression to the recognition towards the thought way, towards the mental need of human, which is the new viewpoint of this thesis. The establishment of the theory can contribute the copywriters with their writing ability and improve the quality of their products. It can be predicted when we apply the viewpoint of substantial or insubstantial in the copy-writing planning practice, which can increase the more added value of merchandise, and which can create more and more mental value to promote the cultural and ethical progress of our society.