报纸告形式

　this end, Hong Haiquan Nanxun home decided to temporary shelters, but just the Nanxun, Japanese xuanfu class traitors of Nanxun from Divisional Investigation Team, sent to flood home visits. Forced Hong Haiquan to zhenze, temporary residence his father's tea shop. In April, agreed by the Zhuang Shaozhen, Hong Haiquan defected to anti-Japanese base area of southern Jiangsu Province. In October 1940, the KMT brewing for the second wave of anti-communist, Wujiang County political team was withdrawn, replaced by youth team. Zhuang Shaozhen published before the new identity was removed from post of Captain of the County's political team. Communists jindapeng managed to serve as captain of the youth team, County political group of the original officers transferred to the youth team, saved the revolutionary forces. In March or April 1941, jiuguojun entered the Tomb, hunt for Communists. Zhuang Shaozhen into rural activities were arrested. Thanks to Zhuang Shaozhen terrain at night while the enemy unprepared after the wit to get away, to the liberated areas of northern Jiangsu. 2, and CPC Central Committee special section system April 1938, CPC Central Committee special section in Shanghai of intelligence head Xu Qiang, and plateau delegate in second times domestic revolutionary war period joined CPC, and had participate in had Northeast anti-Japanese volunteer, has in Beijing, and Shanghai, to engaged in party of intelligence work of Shandong province Yixian people Li Yu autumn (and name Chen xiantangthis end, Hong Haiquan Nanxun home decided to temporary shelters, but just the Nanxun, Japanese xuanfu class traitors of Nanxun from Divisional Investigation Team, sent to flood home visits. Forced Hong Haiquan to zhenze, temporary residence his father's tea shop. In April, agreed by the Zhuang Shaozhen, Hong Haiquan defected to anti-Japanese base area of southern Jiangsu Province. In October 1940, the KMT brewing for the second wave of anti-communist, Wujiang County political team was withdrawn, replaced by youth team. Zhuang Shaozhen published before the new identity was removed from post of Captain of the County's political team. Communists jindapeng managed to serve as captain of the youth team, County political group of the original officers transferred to the youth team, saved the revolutionary forces. In March or April 1941, jiuguojun entered the Tomb, hunt for Communists. Zhuang Shaozhen into rural activities were arrested. Thanks to Zhuang Shaozhen terrain at night while the enemy unprepared after the wit to get away, to the liberated areas of northern Jiangsu. 2, and CPC Central Committee special section system April 1938, CPC Central Committee special section in Shanghai of intelligence head Xu Qiang, and plateau delegate in second times domestic revolutionary war period joined CPC, and had participate in had Northeast anti-Japanese volunteer, has in Beijing, and Shanghai, to engaged in party of intelligence work of Shandong province Yixian people Li Yu autumn (and name Chen xiantang

　this end, Hong Haiquan Nanxun home decided to temporary shelters, but just the Nanxun, Japanese xuanfu class traitors of Nanxun from Divisional Investigation Team, sent to flood home visits. Forced Hong Haiquan to zhenze, temporary residence his father's tea shop. In April, agreed by the Zhuang Shaozhen, Hong Haiquan defected to anti-Japanese base area of southern Jiangsu Province. In October 1940, the KMT brewing for the second wave of anti-communist, Wujiang County political team was withdrawn, replaced by youth team. Zhuang Shaozhen published before the new identity was removed from post of Captain of the County's political team. Communists jindapeng managed to serve as captain of the youth team, County political group of the original officers transferred to the youth team, saved the revolutionary forces. In March or April 1941, jiuguojun entered the Tomb, hunt for Communists. Zhuang Shaozhen into rural activities were arrested. Thanks to Zhuang Shaozhen terrain at night while the enemy unprepared after the wit to get away, to the liberated areas of northern Jiangsu. 2, and CPC Central Committee special section system April 1938, CPC Central Committee special section in Shanghai of intelligence head Xu Qiang, and plateau delegate in second times domestic revolutionary war period joined CPC, and had participate in had Northeast anti-Japanese volunteer, has in Beijing, and Shanghai, to engaged in party of intelligence work of Shandong province Yixian people Li Yu autumn (and name Chen xiantang报纸广告是最为常见的大众印刷媒介广告，它的表现形式是多种多样的，诸如文案形式、插图形式、摄影形式、装饰形式、构成形式、综合形式，等等。其中文案形式是最基本的，采用最多的表现形式。因为语言的表现力是无穷的，它可以详尽地介绍、阐述信息内容，并赋予其感人至深的魅力。因此，选择报纸这一大众性媒体做广告，也就等于选择了以文案写作为主的表现形式。报纸广告文案，是直接与读者见面的广告作品形式，这也足与广播、电视广告文案的主要区别。

　? 一、报纸广告文案表现形式

　? 按常规，报纸广告的版面大致可分为以下几类：跨版、整版、半版、双通栏、单通栏、半通栏、报眼、报花等。究竟选择哪种版面做广告，要根据企业的经济实力、产品生命周期和广告宣传情况而定。一般来说，首次登广告，新闻式、告知式宜选用较大版面，以引起凑者注意；而后续广告，提醒式、口常式，可逐渐缩小版面，以强化消费者记忆。

　 (一)报花广告

　 这类广告版面很小，形式特殊，不具备广阔的创意空间，文案只能作重点式表现，突出品牌或企业名称、电话、地址及企业赞助之类的内容。报花广告一般采用一种陈述性的表述，不体现文案结构的全部。

　 (二)报眼广告

　 报眼，即横排版报纸报头一侧的版面。版面面积不大，但位置十分显著、重要，引人注目。如果是新闻版，多用来刊登简短而重要的消息或内容提要。这个位置用来刊登广告，显然比其他版面广告注意值要高，并会自然地体现出权威性，新闻性、时效性与可信度。见图4一1。由于报眼广告版面面积小，容不下更多的图片，所以广告文案写作占有着核心地位，具有举足轻重的作用。特别应予以注意的是：

　 (1)要选择具有新闻性的信息内容，或在创意及表现手段方而赋予其新闻悻．

　 (2)广告标题要醒目，最好采用新闻式、承诺式或实证式标题类型。

　 (3)广告止文的写作可采用新闻形式和新闻笔法。

　 (4)广告文案的语言要相对体现理性的、科学的、严谨的风格。

　 (5)广告文案需简短凝练，忌用长文案，尤其不能用散文体、故事体、诗歌体等假定性强的艺术形式，以免冲淡报眼位置自身所具有的说服力与可信性。

　 (三)半通栏广告

　 半通栏广告(见图4—2)，一般广告版面较小，而且众多广告排列在一起，互相干扰，广告效果容易互相削弱，因此，如何使广告做得超凡脱俗、新颖独特，使之从众多广告中脱颖而出，跳人读者视线，是广告文案的写作应特别注意的：

　 (1)制作醒目的广告标题。标题字数要短，字体要大，新颖别致，有冲击力，能一下子抓住受众的注意力。

　 (2)用短文案。语言要高度凝练简洁，提纲挈领，突出重点信息，力求做到小版面多内涵。

　(3)文案的写作要注意编排的有机结合。最好能在编排先行、编排为主的制作意念中进行。

　 ?(四)单通栏广告

　 ?单通栏是广告中最常见的一种版面，符合人们的正常视觉，因此版面自身有一定的说服力(见图4--3)。从版面面积看，单通栏是半通栏的2，这种变化也应相应地体现于广告文案的撰写中：

　 (1)广告标题的制作既闭以运用短标题形式，也可以采用长标题形式；但为了与画面的编排相和谐，最好用单标题而不用复合标题。

　 (2)文案中可以进行较为细致的广告信息介绍和多方位的信息交代：信息表现；但正文字数不宜多于500个汉字，以免造成版面拥挤，影响编排效果。

　 (3)文案的结构可以有充分的运用自由度，可以体现文案最完整的结构类型。比如，贝克啤酒的一则单通栏报纸广告文案：

　禁酒令

　 正文：查生啤之新鲜，乃我酒民头等大事，新上市之贝克生啤，为确保酒民利益，严禁各经销商销售超过七日之贝克生啤，违者严惩，重罚十万元人民币。

　 此广告文案借用了公文中“令”的写作形式和语言风格特点，将广告信息用规范的公文形式表现出来，产生了一种独特的说服力。整个广告文案句子结构简要，语言表达严正，使人感受到贝克生啤制造商剥推出这一营销新举措的严肃、认真、深究的态度。同时，用如此严正醛形式来表达，令受众领悟到创意者所提供的幽默玄机。会心一笑间，印象深刻。

　 ?(五)双通栏广告

　 双通栏广告在版面面积上是单通栏广告的2倍。这给广告文案写作提供了较大的驰骋空间，凡适合于报纸广告的结构类型、表现形式和语言风格都可以在这里运用(见图4—4)。其文案写作应特别注意以下两点：(1)可以诉求广告主体的综合性信息。

　 (2)版面编排口以放在次要地位，说服和诱导的重任基本上靠广佶文案米完成。

　? (六)半版广告

　? 半版广告根据报纸的规格大小分为250ram乘以350mm和170mm乘以235mm两种类型。半版与整版以及跨版广告，均被称之为大版面广告，是广告主雄厚的经济实力的体现。它给广告文案的写作提供了广阔的表现空间。见图4--5。

　 半版广告文案在创作时候应特别注意：

　 (1)运用画面表现的“大音稀声，大象无形”的美学原理，努力拓宽画面的视觉效果。“以向计黑，以虚显实”，充分调动受众的想像力。(2)文案写作既可以采用感性诉求，也可以进行理性诉求。可以运用适于报纸广告的各种表现形式和手段，辅助画面、营造气势、烘托气-? 氛、强化视觉冲击力。

　 (3)采用大标题，少正文文字，重点突出主题，以体现主体品牌形象的气势和形式吸引力。

　 (七)整版广告

　 整版广告根据报纸的规格大小一般可分为500mm乘以350ram和340mm乘以235mm两种类型。是我国单版广告中最大的版而，给人以视野开阔，气度恢宏的感觉。如何有效地利用整版广告的版面空间，创造最理想的广告效果，是广告文案写作的重要任务(地图4--6)。目前，我们对整版广告的运用大体有三种用法：

　 (1)正文无图，或偶有插图，基本以文案方式出现。运用介绍性的文体对消费品系列或企业作较为详细的、全方位的介绍。

　 (2)以图为主，辅之以文。以创意性的、大气魄的画面以及精短的文案来进行感性诉求。这里，广告文案的点睛作用及文案与画面风格的协调，是值得重视的关键要素。

　(3)运用报纸的新闻性和权威性，采用公益广告的形式来提升企业的形象。实践证明．这种用法效果最佳。因此，这种类犁的整版厂告越来拽多．