英语作业作业

英语作业作业 Online HomeWork_U1B1 I. Reading Comprehension Section A Fast Reading Keys to Successful Online Learning While regular schools still exist, the virtual classroom plays an important role in today's learning community. Job opportunities for students are expanding rapidly and more people of all ages are becoming aware of online learning that allows them to study at home. Online students, however, require unique qualities to be successful. The following list discusses some ideal qualities of successful online students. 1. Be open-minded about sharing life, work, and learning experiences as part of online learning. Many people find that the online method requires them to use their experiences and that online learning offers them a place to communicate with each other. This forum for communication removes the visual barriers that hinder some students from expressing themselves. In addition, students are given time to reflect on the information before replying. In this way, students can help to keep the online environment open and friendly. 2. Be able to communicate through writing. In the virtual classroom nearly all communication is written, so it is critical that students feel comfortable expressing themselves in writing. Some students have limited writing abilities, which need to be improved before or as part of the online experience. This usually requires extra commitment by these students. Whether working alone or in a group, students share ideas, perspectives and discussions on the subject being studied, and read about those of their classmates. In this way, students gain great insights from their peers, learning from each other as well as the instructor. 3. Be willing to "speak up" if problems arise. Remember that instructors cannot see their students in an online course. This means students must be absolutely explicit with their comments and requests. If they experience technical difficulties, or problems in understanding something about the course, they MUST speak up; otherwise there is no way anyone can know something is wrong. If one person does not understand something, possibly several others have the same problem. If another student is able to help, he or she probably will. While explaining something to others, students reinforce their own knowledge about the subject. 4. Take the program seriously. Online learning is not easier than study in regular classrooms. In fact, many students say it requires much more time and effort. Requirements for online courses are no less than those of any other quality program. Successful online students, however, see online learning as a convenient way to receive their education—not an easier way. Many online students sit at computers for hours at a time during evenings and on weekends in order to complete their assignments. When other people are finished with their work and studies and having fun, you'll most likely find online students doing their course work. Online students need to commit 4 to 15 hours a week to each course. 5. Accept critical thinking and decision making as part of online learning. Online courses require students to make decisions based on facts as well as experience. It is absolutely necessary for students to assimilate information and make the right decisions based on critical thinking. In a positive online environment, students feel valued by the instructor and by their classmates and feel good about their own work. 6. Be able to think ideas through before replying. Providing meaningful and quality input into the virtual classroom is an essential part of online learning. Time is given to allow for careful development of answers. Testing and challenging of ideas is encouraged. Online students will not always be right, so they need to be prepared to accept a challenge. 7. Keep up with the progress of the course. Online learning is normally sequential and requires commitment on the students' part. Keeping up with the class and completing all the work on time is vital. Once students get behind, it is almost impossible to catch up. Students need to want to be there and need to want the experience. The instructor may have to communicate with students personally to offer help and remind them of the need to keep up. Just as many excellent instructors may not be effective online facilitators, not all students have the necessary qualities to perform well online. People who have the qualities discussed above usually make very successful online students. If you have these qualities, learning online may be one of the best discoveries you will ever make. Statements based on the passage: 1. Online learning is essential addition to today’s learning community though regular schools still exist. F 2. According to the author,, requirement of special qualities is vital to those successful online students. F 3. In the virtual classroom of online learning almost all communication is spoken. F 4. Those students who have limited writing abilities need to improve them by themselves because writing abilities are critical to them when they are learning online. T 5. Working alone, online students cannot share their ideas, opinions or discussions on the subject being studied. F 6. Online students should speak up when they come across problems in understanding something about the course, or technical difficulties. T 7. According to the passage, online students won’t meet any technical difficulties whether working alone or in a group. F 8. Taking the course seriously is one of some ideal qualities of successful online students. T 9.Often successful online students take online learning as an easier way rather than a convenient way to receive their education. F 10. Online students need to spend averagely 10 hours a week working on each course. T Section B Passage Reading Passage 1 Many teachers in the United States believe that the responsibility for learning lies with students. If a long reading assignment is given, instructors expect students to be familiar with the information in the reading even if they do not discuss it in class or are given an examination. (Courses are not designed merely for students to pass exams.) The ideal students is considered to be one who is encouraged to learn for the purpose of learning, not the one interested only in getting high grades. Some students may be frustrated with teachers who do not believe it is necessary to grade every assignment. Sometimes homework is returned with short written comments but without a grade. Even if a grade is not given, students should learn the material assigned. When research is assigned, the professor expects students to begin and to complete the assignment with minimum instruction. It is the students’ responsibility to find books and articles in the library. Professors do not have the time to explain how a university library works; they expect students, especially graduate students, to be able to find what they need in the library. Professors will help students who need them, but prefer that their students not depend on them too much. This is different from teacher-student relationships in other countries. In the United States, professors have other duties in addition to teaching. Often they do some administrative work within their departments. In addition, they may be required to write articles and books. Therefore, the time that a professor can spend with a student outside of class is limited. If a student has problems with classroom work, the student should either ask a professor for help during office hours or make an appointment. 11. The best title for the passage might be _B_____. A. Guide to Learning at College in the USA B. Teacher-student Relationships in the USA C. Purpose of Learning at the College in the USA D. Learning Strategy in Classroom in the USA 12. At universities or college in the USA, instructors expect ____C__ when they make a long reading list for the students. A. their students to prepare for final exams B. their students to read for graduate exams C. their students to be familiar with the contents in the reading D. their students to be familiar with the characters in the reading 13. If the teacher does not grade all assignments, some students may feel __B____. A. helpless B. disappointed C. hopeless D. embarrassed 14. According to the author, an ideal student is one who __D____. A. learns for high grade B. learns for his own benefit C. learns for the purpose of loan D. learns for the purpose of learning 15. American students at universities or colleges are expected to finish the research assignment with __A____ A. as little help from the teacher as possible B. as much help from the teacher as possible C. no help from their classmates D. help each other in the research group Passage 2 Some people seem to have a knack (诀窍) for learning languages. They can pick up new vocabulary, master rules of grammar and learn to write in the new language more quickly than others. So what makes language learning so much easier for them? Perhaps, we may discover a few of the techniques, which help us, learn the language more easily. First of all, successful language learners are independent learners. They discover their own ways to learn the language. Instead of waiting for the teachers to explain it, they try to find the pattern and rules for themselves. They are good guessers who look for clues and form their own conclusions and when they guess wrong, they guess again. They try to learn from their mistakes. Successful language learners are active in learning, therefore they do not wait for a chance to use the language, and they look for such a chance. They find people who speak the language and let those people correct them, when they make a mistake. They will try anything to communicate. They are not afraid to repeat what they hear or to say strange things, they are willing to make mistakes and try again, and when communication is difficult, they can accept information that is incorrect or incomplete. It is more important for them to learn to think in the language than to know the meaning of every word. Finally, successful language learners are learners with purpose. They want to learn a language because they are interested in the language and the people who speak it. It is necessary for them to learn the language in order to communicate with these people and to learn from them. They find it easy to practice using the language regularly because they want to learn it. What kind of language learners are you? 16. The passage indicates that to be a successful foreign language learner, one must be __B____. A. good at the rules and patterns B. independent, active and purposeful C. passionate about the language D. independent, active and accurate 17. Active learners do NOT ___B___. A. make grammatical mistakes during conversations and learn from them B. study hard at the language so as to use the right grammar and exact words C. try to imitate what they hear even when they may not fit in the current talks D. talk about all subjects in a foreign language and keep the conversation going 18. All are the characteristics of independent learners EXCEPT that _____A_. A. they discover the pattern and rules of the language before classes B. they develop their own methods when studying a foreign language C. they make guesses when meet with difficulties and learn from them D. they do not wait for a chance to use the language with foreigners 19. The word "purpose" in Line 1, Para. 4 refers to _C_____. A. the studying on grammar, structure, and vocabulary B. the enjoyment in all kinds of talks with foreigners C. learning about the foreign countries and their people D. practicing the foreign language on a regular basis 20. The main purpose of this passage is _D_____. A. to introduce advanced foreign language learning skills B. to introduce learning methods of active language learners C. to give examples on how to become independent learners D. to introduce qualities of successful language learners Section C Reading in Depth Good communication is the key to success when learning online. You should take the opportunity to get to know your teacher and classmates through email and by participating in Internet discussions. This will lead to a more positive and 21N learning experience. It’s true that learning the technology needed to take part in a class can at times be 22 M . For example, you may need to ask how to 23 L your assignment on the Web. But’ don’t worry! If you have a problem, ask for help. There’s no such thing as a stupid question, so there is no need to be intimidated or 24D . Sharing 25 G and answers freely is what makes the Internet such a great medium for learning. Online classroom teacher Mike Roberts was asked about what he thought the greatest 26A of online learning is. “As a teacher, I need the students to ask questions so that I know what areas of my lessons need further 27E . That’s what is great about teaching and learning over the Internet. In an ordinary classroom, time is limited, so students seem to ask the 28K amount of questions possible. But in the 29O classroom, students are always asking questions. They really seem to feel 30 B asking me for the information that they need. They also share a lot of valuable ideas with each other in a way that you don’t usually see in a regular classroom.” Word Bank A. benefit B. comfortable C. communicate D. embarrassed E. explanation F. frustrating G. information H. insights I. interested J. medium K. minimum L. post M. rewarding N. valuable O. virtual II. V&S Section A Word Building 31. Asking too many personal questions during an interview can lead to a(n) _____embarrassing_______ situation. (embarrass) 32. Speech and writing are man’s most important methods of __communication________. (communicate) 33. Due to rapid ___advancement______ in technology, many of today’s jobs require a great deal of skills on the part of the workers. (advance) 34. A(n) _unforgetting_________ experience has such a strong effect or influence on you that you cannot forget it. (forget) 35. When people of the town discovered that the rich man had committed so much money to the poor, they no longer thought he was ___unkind_______. (kind) 36. Doing exercise can be very rewarding__________ for everyone. (reward) 37. Small children have very little _awareness_________ of the danger of running into the street. (aware) 38. __Unlike________ regular schools, teachers cannot see their students in the online environment, so online students must make their comments and requests directly and clearly. (like) 39. Are there any ___requirements_______ for you to graduate from the university? (require) 40. The driver fell _unconscious___________ for three days after the accident. (conscious) Section B Word Replacement 41. The forum for communication removes the visual barriers that hinder some students from expressing themselves. C A. tell… from B. get… from C. prevent… from D. differ… from 42. Students have access to many different courses to satisfy their individual interests and career plans. B A. the power to make B. the rights to take C. the opportunity to have D. the chance to do 43. It was a unique achievement; no one has ever won the championship five times before. B A. universal B. unusual C. unit D. usual 44. He was so deep in his reading that he wasn’t aware that his father had entered. A. got to B. understanding C. come up D. conscious 45. Students who fail to meet the requirements of the course will have to take the course again. A A. don’t B. do C. have to D. will 46. The company has expanded its operations in America by building a factory there. B A. exterminated B. extended C. expected D. expended 47. I’ll never forget the teacher who showed me that learning a foreign language could be fun and rewarding. Were it not for him, I would not be able to speak English as well as I do now. C A. Would it not for him B. Did it not for him C. If it were not for him D. If I were not him 48. Some guests spoke pleasantly and behaved politely, while others were insulting and impolite. C A. at the same time B. whenever C. at the moment D. however 49. Learning online, students are given time to reflect on the information before replying. A A. think carefully B. sit on C. get in D. take in 50. Everyone in the class is expected to participate in the English recitation contest. B A. take in B. take part C. take to D. take apart Section C Word Filling 51. The club's directors rewarded him _C_____ a free season ticket. A. by B. for C. with D. of 52. We were planning to go to Western Hill last weekend, but the bad weather ___A___ all our hopes of going out. A. frustrated B. embarrassed C. intimidated D. benefited 53. Everyone went to Mary for advice, because Mary was known for having a ___B___ attitude and being able to make other people feel good. A. position B. positive C. possibility. D. positivistic 54. In my class there are some students from Europe and they speak quite fast. Especially the student from Italy talks so fast that I just hardly ___D___ what she is saying. A. keep with it B. keep up to C. keep to with D. keep up with 55. I hope that our talk has given you some insights __A____ the kind of work that we’ve been doing. A. into B. in C. to D. of 56. The mother wished her daughter __C____ the opportunity to participate in the sports meet. A. has B. have C. had D. having 57. He cannot remember the new words __A____ he never uses them. A. because B. because of C. because to D. because for 58. The mother gave the children some chocolate to reward them __B____ behaving well. A. by B. for C. with D. of 59. She no longer wanted anything about him to remind her __D____ the circumstances of their first meeting. A. by B. for C. with D. of 60. Some of our friends are from the Middle East; _D_____ are from the Far East, and the rest are from Africa. A. the others B. the other C. other D. some III. Listening Comprehension Section A Short Talks 61. (Audio-U1-1.mp3) What does the speaker do when she’s not studying? A. She likes going to movies. B. She likes going for a walk. C. She likes going shopping. D. she likes visiting her parents. 62. (Audio-U1-2.mp3) Which apartment does the man-speaker live in? A. Apartment 201. B. Apartment 301. C. Apartment 202. D. Apartment 302. 63. (Audio-U1-3.mp3) How many languages can the speaker speak? A. One. B. Two. C. Three. D. Four. 64. (Audio-U1-4.mp3) How does the speaker’s friend look like? A. Tall and fact, but muscular. B. Tall and thin, but muscular. C. Short and fact, but muscular. D. Short and thin. 65. (Audio-U1-5.mp3) How old is the speaker? A. 20 years old. B. 22 years old. C. 24 years old. D. 26 years old. Section B Long Talks (Video-U1-1.avi; Audio-U1-6.mp3) 66. How old is Sun-hee’s cousin? A. He is in his teens. B. He is in his twenties. C. He is in his thirties. D. He is in his forties. 67. What color is the cousin’s eyes? A. They are brown. B. They are red. C. They are black. D. They are blue. 68. What language does the cousin also speak? A. Korean. B. French. C. English. D. Spanish. 69. What kind of glasses does the cousin wear? A. Big glasses. B. Dark glasses. C. Frame glasses. D. Contact lenses. 70. Who picked up the cousin really? A.Tara. B. Sun-hee herself. C. Sun-hee’s roommate. D. Sun-hee’s professor. Listen to the audio MP3, Audio-U1-7.mp3, and fill in the missing words with what you hear. (Audio-U1-7.mp3) Josh: Hello? Emily: Hi, Josh? It’s Emily. Josh: Hi, Em. Are you (71)______ the airport with Uncle Tim? Emily: Yes, I’m here, but I don’t see Uncle Tim. Tell me again—what does he look like? Josh: He’s tall, and he’s in his (72)______ (用阿拉伯数字填 入). He has long brown hair. Emily: Ok… Josh: Oh, and he (73)______ glasses. Emily: No, I don’t see him … Uncle Tim: Excuse me … are you Emily? Emily: Yes… Uncle Tim? Uncle Tim: Hi, Emily. How are you? Emily: Fine! Wow, Uncle Tim, you (74)______ different! Josh, Josh … are you there? Uncle Tim is here. He has short, (75)______ hair now. He looks like Brad Pitt. Listen to the audio MP3, Audio-U1-8.mp3, and fill in the missing words with what you hear. (Audio-U1-8.mp3) Gina--- Help! Can you (76)______ my friend Tom at the airport tomorrow? My car has big problems and I can’t drive it. Tom is coming on flight (77)______ (用英文字母和阿拉伯数字填入) from Denver at (78)______ (用阿拉伯数字填入). He’s average height and (79)______ of thin, with long blond hair and a mustache. (80)______ a million! Chris IV. Writing Section A From Chinese into English 81. 既然我们上完了第一单元, 我们就该做老师布置的作业。(Now that) Now that we have finished the first unit,we should do the homework assigned by the teacher. 82. 这家人,丈夫把挣来的钱都喝光,然而妻子全存来家用。(while) The family ,the husband put earned money to drink ,while the wife save all for household. 83. 与操英语为母语的人交谈是我最喜欢的活动之一。(favorite) One of my favorite activities is to communicate with the people who speak english as their mother language. 84. 我们不仅可以通过网络课程学习科学和技术,而且还可以学会与 朋友交流。(not only… but also…) We not only can learn science and technology by online course,but also learn to communicate with friends. 85. 如今,越来越多的人可以利用互联网查找他们需要的信息。 (access to) Nowadays,more and more people have access to internet to search for the information they need. Section B From English into Chinese 86. I, for one, am far from ready to use online courses for my learning. Don’t get me wrong. I am very happy about all the communication and learning opportunities the courses have given us. But for me those opportunities should not be used to replace classroom activities. In other words, they are only tools to help me learn what has already been offered in the classroom. I love the classroom. I love having classmates. There are forty students in my class right now, and I think it’s great. I even love having classmates who are better than me. And, let’s not forget the smell of ink on paper, the sound of chalk on a blackboard, the harness of a wooden bench or the heat inside the classroom in early September. I love it all. But most of all, I love having a teacher --- a “real live” teacher. I get excited when I am in the classroom with a good teacher. I learn in a way has been proven to work. I am given insight not only into a certain subject, but also into the world. 我就是其中一个不准备利用网络课程学习的人。不要误解我。我 很高兴那些网络课程给我们提供的所有的交流和学习机会。但是对于 我来说,这些机会不应该用来代替课堂活动。换句话说,它们只是帮 助我学习那些课堂上已经提供了的工具。 我喜爱课堂。我喜欢拥有同学。现在我的班级里有四十个同学, 并且我觉得很棒。甚至我也爱那些比我优秀的同学。另外,我们不要 忘了纸上墨水的味道,黑板上粉笔的声音,木凳的线束,或者是九月 初教室里的温度。我爱所有的一切。但是,最重要的是,我喜欢有一位老师,一位真实存在的老师。我用一种已经证明了有用的方法学习。我不仅深入了解某一个主题,而且是这个世界。 文案 编辑词条 B 添加义项 ? 文案，原指放书的桌子，后来指在桌子上写字的人。现在指的是公司或企业中从事文字工作的职位，就是以文字来表现已经制定的创意策略。文案它不同于师用画面或其他手段的表现手法，它是一个与广告创意先后相继的表现的过程、发展的过程、深化的过程， 多存在于广告公司，企业宣传，新闻策划等。 基本信息 中文名称 文案 外文名称 Copy 目录 1发展历程 2主要工作 3分类构成 4基本要求 5工作范围 6文案写法 7实际应用 折叠编辑本段发展历程 汉字"文案"(wén àn)是指古代官衙中掌管档案、负责起草文书的幕友,亦指官署中的公文、书信等;在现代，文案的称呼主要用在商业领域，其意义与中国古代所说的文案是有区别的。 在中国古代，文案亦作" 文按 "。公文案卷。《北堂书钞》卷六八引《汉杂事》:"先是公府掾多不视事，但以文案为务。"《晋书?桓温传》:"机务不可停废，常行文按宜为限日。" 唐戴叔伦《答崔载华》诗:"文案日成堆，愁眉拽不开。"《资治通鉴?晋孝武帝太元十四年》:"诸曹皆得良吏以掌文按。"《花月痕》第五一回:" 荷生 觉得自己是替他掌文案。" 旧时衙门里草拟文牍、掌管档案的幕僚，其地位比一般属吏高。《老残游记》第四回:"像你老这样抚台央出文案老爷来请进去谈谈，这面子有多大!"夏衍《秋瑾传》序幕:"将这 阮财富 带回衙门去，要文案给他补一份状子。" 文案音译 文案英文:copywriter、copy、copywriting 文案拼音:wén àn 现代文案的概念: 文案来源于广告行业，是"广告文案"的简称，由copy writer翻译而来。多指以语辞进行广告信息内容表现的形式，有广义和狭义之分，广义的广告文案包括标题、正文、口号的撰写和对广告形象的选择搭配;狭义的广告文案包括标题、正文、口号的撰写。 在中国，由于各个行业发展都相对不够成熟，人员素质也参差不齐，这使得"文案"的概念常常被错误引用和理解。最典型的就是把文案等同于"策划"，其实这是两种差别很大，有着本质区别的工作。只是由于文案人员常常需要和策划人员、设计人员配合工作，且策划人员也需要撰写一些，这使得很多人误认为文案和策划就是一回事，甚至常常把策划与文案的工作会混淆在一起(这也和发源于中国的"策划学"发展不够成熟有关)。 广告文案 广告文案 很多企业中，都有了的专职的文案人员，只有当需要搞一些大型推广活动、做商业策划案、写可行性报告等需求量大的项目时，才需要对外寻求合作。以往一般企业都会找广告、文化传媒等公司合作。这些公司一般都有专业的文案、设计团队，经验也相对丰富，但因为业务量大，范围广泛，在针对性方面会较为薄 弱。随着社会经济不断发展，对专业文案的要求更加严格，逐渐衍生了一些专注于文字服务的文案策划公司。这类企业发展速度很快，大多数都是从工作室形式转型而来，也有从文化传播机构独立出来的。 随着中国广告业二十余年的迅猛发展，广告公司的经营范围，操作流程，工作方式都在变化，文案的角色由无闻转为配角，现正昂首阔步走向台面，成为主角，从前一则广告多是由设计出计划，再配图之后，文案轮为完稿，一则广告的计划多是由文案与美工共同完成，然后各自分工。说起文案的地位，日本是从1992年意识到文案的重要性，台湾是1998年。2002年，大陆的一些中大型广告公司的老总几乎都在垂叹，好的文案太少了。好的文案往往愿意扎堆，从全国形式来看，这股潜规则正逐渐由华南广告重镇广州向华东中心上海转移。 折叠编辑本段主要工作 撰写报纸广告、杂志广告、海报; 撰写企业样本、品牌样本、产品目录; 撰写日常宣传文案白领一族 文案白领一族 单页、各类宣传小册子; 撰写DM直邮广告，包括信封、邮件正文; 撰写电视广告脚本，包括分镜头、旁白、字幕; 撰写电视专题片脚本; 撰写电视广告的拍摄清单; 撰写广播广告; 将海外版广告文案作 汉化(翻译); 撰写广告歌词，或汉化(翻译)外文歌词; 撰写各种形式的网络广告; 为网站栏目命名; 撰写网站内部文案; 撰写手机短信广告; 撰写各类广告作品的创意阐述; 撰写广告口号; 撰写产品包装文案，包括:品牌名、使用说明、产品成分等; 为产品或品牌命名，并作创意阐述; 为路演或活动命名，并作创意阐述; 撰写活动请柬及活动现 场宣传品上的文字; 为各种礼品命名，并作创意阐述; 为专卖店命名，并作创意阐述; 撰写商店的橱窗或店内POP物料文案; 撰写软文、新闻式、故事式、评论式; 撰写策划书，或协助策划人员优化、润色方案文字; 协助客户企业内刊的编辑，提供主题方向，审核文字。 不同的环境对文案撰稿人有着不同的锤炼和要求。 折叠编辑本段分类构成 从现有的文案分类有很多种，按照4A，一般有四类:助理文案(ACW)， 文案(CW策划文案 策划文案 )，高级文案(ACW)，资深文案(SCW)，其中稍微要区别的是高级文案与资深文案，前者要求的是文案的撰写能力，而后者不仅仅是文案的撰写能力还包括做文案的年资。有些4A公司设有文案主任(CE)一职，大体上与文案职责类似，有时候负责专项。另外有些个别公司还配有首席文案的职位(CCW)，文案功力凤毛麟角，虽不具领导才能，但有的首席文案拿的工资却比创意总监还要高。大部分国内广告公司文案的种类繁杂，有房地产文案、创意文案、企划文案、品牌文案等。 文案是由标题、副标题、广告正文、广告口号组成的。它是广告内容的文字化表现。在广告设计中，文案与图案图形同等重要，图形具有前期的冲击力，广告文案具有较深的影响力。 广告标题:它是广告文案的主题，往往也是广告内容的诉求重点。它的作用在于吸引人们对广告的注目，留下印象，引起人们对广告的兴趣。只有当受众对标语产生兴趣时， 才会阅读正文。广告标语的设计形式有:情报式，问答式、祈使式、新闻式、口号式、暗示式、提醒式等。广告标语撰写时要语言简明扼要，易懂易记，传递清楚，新颖个性，句 子中的文字数量一般掌握在12个字以内为宜。 广告副标题:它是广告方案的补充部分，有一个点睛的作用。主要表现在对标题的补充及让人感觉，前面的不懂，在这里全部让人了解。 广告正文:广告正文是对产品及服务，以客观的事实、具体的说明，来增加消费者的了解与认识，以理服人。广告正文撰写使内容要实事求是，通俗易懂。不论采用何种 题材式样，都要抓住主要的信息来叙述，言简易明。 广告口号:口号是战略性的语言，目的是经过反复和相同的表现，以便名域其他企业精神的不同，使消费者掌握商品或服务的个性。这以成为推广商品不可或缺的要素。广告 口号常有的形式:联想式、比喻式、许诺式、推理式、赞扬式、命令式。广告口号的撰写要注意简洁明了、语言明确、独创有趣、便于记忆、易读上口。 所谓广告文案是以语辞进行广告信息内容表现的形式。广告文案有广义和狭义之分，广义的广告文案就是指通过广告语言、形象和其他因素，对既定的广告主题、广告创意所 进行的具体表现。狭义的广告文案则指表现广告信息的言语与文字构成。广义的广告文案包括标题、正文、口号的撰写和对广告形象的选择搭配;狭义的广告文案包括标题、正文 、口号的撰写。 折叠编辑本段基本要求 1)准确、点明主题 准确规范是文案中最基本的要求。要实现对广告主题和广告创意的有效表现和对广告信息的广告文案 广告文案 有效传播，首先要求广告文案中语言表达规范完整，避免语法错误或表达残缺。其次，广告文案中所使用的语言要准确无误，避免产生歧义或误解。第三，广告文案中的语言要符合语 言表达习惯，不可生搬硬套，自己创造众所不知的词汇。第四，广告文案中的语言要尽量通俗化、大众化，避免使用冷僻以及过于专业化的词语。 2)简明精炼、言简意赅 文案在文字语言的使用上，要简明扼要、精练概括。首先，要以尽可能少的语言和文字表达出广告产品的精髓，实现有效的广告信息传播。其次，简明精练的广告文案有助于吸引广告受众的注意力和迅速记忆下广告内容。第三， 要尽量使用简短的句子，以防止受众因繁长语句所带来的反感。 3)生动形象、表明创意 文案中的生动形象能够吸引受众的注意，激发他们的兴趣。国外研究资料表明:文字、图像能引起人们注意的百分比分别文字是35%, 图像是65%，文案创作时采用生动活泼、新颖独特的语言的同时，附助以一定的图像来配合。 4)优美流畅、上口易记 文案是广告的整体构思，对于由其中诉之于听觉的广告语言，要注意优美、流畅和动听，使其易识别、易记忆和易传播，从而突出广告定位，很好地表现广告主题和广告创意，产生良好的广告效果。同时，也要避免过分追求语言和音韵美，而忽视广告主题，生搬硬套，牵强附会，因文害意。 折叠编辑本段工作范围 策划文案和创意文案 一)策划文案:工作主要是将策划工作人员的策划思路形成文字。毋庸置疑，公司很多策划人员均有很强的策划水平和丰富的策划经验，但有时候手上同时进行几个案子，同时时间又比较紧的情况下，文案可以在充分理解策划意图的情况下帮助策划人员完成策划方案的写作。这其中有几个内容: 1.必须充分了解本案的运作背景，包括宏观市场信息和微观市场动态。 2.掌握整个策划的战略指导思想。 3.以通俗易懂、言简意赅的论述方式将策划思想反映在字里行间。 4.到比较专业的问题或障碍的时候，应及时与策划人员沟通，保证策划方向的一致性。 5.贯彻战略方针的同时，也可就战略思想的表达方式和文字提述上提出一些合理化建议，从而更好地展现策划的战略核心点。 二)创意文案:主要是将广告作品的表现及形式用完整的文字表达出来，其中，除了产生画面的构想之外，还包括广告语言的表现内容(如平面的标题、引文、正文、随文，广告语等，影视的音效、旁白、字幕、广告语等)。其中至关重要的就是新颖的创意和传神的文字表现。而这些智慧的闪光绝对不是拍一下脑门子就能出来的。这其中包括了以下内容: 1.通过各个层面，特别是swot方面深入理解，从而找出项目的核心优势。 2.把握目标消费群的心态。 3.掌握宏观政策及大市场对项目本身的影响。 4.场策划人员和设计人员保持密切联系，随时沟通。 5.市场上类似房产项目的文案及创意，力求全面加以突破。 6.获悉开发商对文案创作的要求，调整文字内容和形式。 折叠编辑本段文案写法 商家要吸引、留住消费者必须注重细节的提高和改善，而其中，文案就是不可忽视的一大细节。下面是一些能吸引买家的写文案方法: 折叠九宫格思考法 拿一张白纸，用笔先分割成9宫格。中间那格填上你的商品名，接下来开始在其它8格填上可以帮助此商品销售的众多可能优点。这是强迫创意产生的简单练习法，我也常用这种方式构思出企划案或演讲PPT的结构。 折叠要点衍伸法 把该商品型录上的商品特点照抄下来，然后每个要点后面加以延伸。如果你真的很懒，照抄型录商品卖点也可，但文字会比较没有人味，说服力道会稍差。 折叠三段式写作法 这是仿新闻学中"倒三角写作法"。第一段，请精要地浓缩全文的销售话术，因为多数人都没耐心看全文。第二段，请依照型录要点衍伸法，逐一说明该商品的众多特色。到底是点列还 是一段长文章较好，要看你的文字功力。文字功力欠佳就点列式写出卖点即可。最后一段是「钩子」，主要任务是要叫人【Buy Now】，所以一般是强化商品USP(Unique Selling Point，独特销售卖点)、价格优势或赠品。 折叠编辑本段实际应用 市场研究 没有正确的市场导向，任何文案或创意都是天马行空的奇思怪想。的确，再优美的文字用在不适宜的场合中都可能导致整个策划执行的失败。一篇优秀的文案，一定是在对市场有深入的了解后方能下笔的。 例如不同地区的经济发展水平、文化构成、风土人情、产业结构比重等等皆有很大差异，同一地区不同年龄、阶层人士的世界观、思维观、道德观和价值观也参差不齐，加上特定环境、特定历史背景或政策规文赋予某些项目的特殊意义，都会对文案产生深远的影响。 所以无市场，文案便如枯井之蛙，其作品不仅缺乏远见，生命力也极为低下。 沟通与互助 在创作一幅作品时，常常发生这种情况:设计人员与文案人员一开始没有很好的沟通;结果是设计人员设计出来的作品文案看来好像是曲解了原意，而将文案配上去时候，设计人员又认为文案的风格与画面差入甚大。矛盾自然就出现了。 其实文案和设计，乃至市场、企划、媒体等各部门工作人员都应随时保持高效的沟通。通篇来看，文案的工作是将市场的调查分析结果作为其创作的翔实论据、企划的核心思想作为其创作的指引方向，媒体投放的渠道作为其创作的特定模式，设计排版作为其创作的具体表现。因此，每一个环节都是动态维系着的。在做一个文稿之前，与各个部门广泛沟通，并做到互爱互助，才能在一个凝聚力超强的团队中展现出自己独特的个性和才华