Research On Creative Writing Of Advertising Copy

The research of creative writing has a history nearly a century since the birth of the United States.Lots of western countries have begun to study creative writing,the research of creative writing is relatively mature,the mainly contents of the research are creative writing theory and creative writing split research.The study of creative writing in China has only been studied for more than ten years.Based on the mature system of creative writing theory abroad,China has made great achievements in the theory of creative writing and the construction of creative writing disciplines.So far,research of creative writing has moved forward towards promoting the development of cultural industry.As an important part of production creative texts,advertising copy is combined with creative writing theory and discuss how to use creative writing ideas and creative thinking methods to write advertising copy.Also puts forward some constructive suggestions on the creative writing of advertising copy in the new media era,which can enhance the creativity of advertising copywriting and inject vitality into advertising copywriting.The first chapter of thesis is an introduction,focusing on the research background,research status at home and abroad,research purposes and significance,and the overview of related concepts.Chapter ? mainly describes the creative priority concept,user concept and story concept embodied in the process of advertising copywriting,analyzing and discussing on how to use the idea of creative writing in the writing of advertisement copy.Chapter ? mainly discusses the theory of three creative thinking writing methods,namely Brainstorming,Mandala Thinking and Mind Mapping,and their application in advertising copywriting.It provides innovative thinking methods for advertising copywriting writers and broadens the writing path of creative writing in advertising copywriting.Chapter ? based on the relevant theories of creative writing,explores and puts forward such methods as literary conventions,content-oriented,potential-based writing,imitative writing and emphasis on revision.It puts forward some referential micro-strategies for creative writing of advertising copy.