广告文案风格前言···········································································································································1

　　一、语体、语体风格以及广告文案的语体风格·····························································1

　　二、语体风格作用于广告文案呈现出来的形式·····························································2

　　（一）一语双关Bsports体育，画龙点睛························································································2

　　（二）新颖奇特，创意无限························································································3

　　（三）幽默风趣，意犹未尽························································································5

　　（四）情感渲染，引起共鸣························································································5

　　三、不同情况下的广告文案语体呈现出不同的风格····················································6

　　（一）广告受众不同，其要求的语体风格不同····················································· 6

　　（二）不同媒介下的广告文案语体风格不同 ·························································· 7

　　四、当下广告文案语体呈现怎样的发展态势 ·················································· ··············· 8

　　（一）凡客诚品的“凡客体”风靡 ··········································································· 9

　　（二）聚美优品“代言体”的流行 ········································································· 10

　　五、广告文案在语体风格上的突破与创新 ······················· ············································ 13

　　（一）从物本到人本 ··································································································· 14

　　（二）从吸引到共鸣 ··············································································· ···················· 15 （三）从劝服到对话 ··································································································· 16 结语 ······························· 17

　　参考文献 ··········································································· ····················································· 18 后记 ····························································································································· ············ 19