电子商务平台广告文案的特点探析--以天猫“3.8尚新起义”活动为例

摘要

Internet's development and popularization has been promoting the development of e-business which enables the ad-vertisement of e-business to come into being and get off the ground. The ad copy of e-business platform inherits the charac-teristics from the traditional ones, meanwhile, it has developed its own trait. Here, this paper preliminarily probed into these traits of e-business ad copy according to the detailed ad copy work of T-mall's"3.8 Fashion&New Trend Campaign".%互联网的普及和发展，推动着电子商务的发展，在这一进程中运用于电商的广告也随之诞生和发展。电子商务平台的广告文案继承了传统广告文案的特点，也发展出属于自己的特征。本文结合天猫“3.8尚新起义”活动的具体文案作品对电商广告文案的特点做一些初步的探索。