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广告词的创意是整个广告创意的重要组成部分 ,对于整篇广告起着至关重要的作用。本文结合实例 ,从实践和应用角度出发 ,对广告词创意必须掌握的形式进行了分析 ,重点介绍了幽默夸张式、情感诱导式、对比衬托式等目前广告词创意的主要形式及其应用特点、技巧和应注意的事项。
The creative idea of the advertisement is an important part of the whole creative idea and plays a vital role in the whole advertisement. Based on the examples and from the perspective of practice and application, this paper analyzes the forms that ad creatives must grasp, and mainly introduces the main forms of ad creative ideas such as humor exaggeration, emotion induction and contrast setting, and their application characteristics. Tips and cautions.