广告文案是广告中的语言文字部分。在当今社会,广告的表现形式日趋多样化和复杂化,人们将声、光、电技术运用到广告创作领域,使广告的表现有了更为广阔的选择余地。但是,无论广告的表现形式怎样翻新,在广告的制作和宣传中。语言文字亦即广告文案仍然是广告最基本的表现手段。诚如美国广告界知名人士 H·史戴平斯所讲:“文案是广告的核心。”一则广告,即使有了明确的主题, Ad copy is the language part of the ad. In today’s society, the forms of advertisements are increasingly diversified and complicated. People apply the technology of sound, light and electricity to the field of advertisement creation, which gives them a wider choice of performance. However, no matter how the manifestations of advertisements are refurbished, they are used in the production and promotion of advertisements. Language copyrights, that is, copyrights, are still the most basic expressions of advertising. As H · Stapings, a celebrity in the U.S. advertising industry, puts it: “Copywriting is at the core of advertising.” An advertisement, even with a clear theme,