The Innovation and Practice of the Course of Copywriting in Advertising

摘要

Advertising copy writing is a major course of advertising major in Colleges and universities. The traditional theory based teaching method can not reflect the practicality, applicability and comprehensiveness of the curriculum, so that students' learning enthusiasm is affected to a certain extent. This article will analyze the teaching methods and methods of the ad writing course, and then think about the innovation and practice of the writing of the copywriting. The writing of Advertising Copywriting is the main course of advertising majors in many colleges and universities in China. This course is based on the basic courses of advertising science, and it's required to strengthen the writing skills and methods of advertising copy, and create advertising copy works. The writing of advertisement copywriting has the characteristics of application and practice. So the purpose of this course is to ask students based on the advertisement theory learning, writing methods and techniques can fully understand the various types of media advertisement, grasp the process and steps of writing ad copy, which can carry out different kinds of text creation, at the same time, to strengthen the students' writing ability in the text creation exercise. How to make students more interested in writing courses, more acceptable curriculum knowledge, but also consciously strengthen the copy writing, in order to improve their writing ability, the creation of excellent works copy problem is put need to think and solve the issue in front of advertisement writing teachers. Through the long term teaching practice of the ad writing course, it is believed that it is necessary to attach importance to the innovation and practice of the teaching methods and means of this course. Through the innovation and practice of teaching contents, teaching methods and means, and improving the art of teaching, students can truly sit, listen, learn, and use. In the process of advertising copy writing teaching, teachers should combine the nature and characteristics of the course, and mainly innovate and practice from the aspects of teaching purpose, interest, teaching idea, content, teaching method, homework layout, curriculum assessment and so on.