英语翻译以网络为代表的新媒体时代已经来临,这对广告行业又是一次冲击.目前国内对于新媒体的研究处于一个上升阶段,但对于新媒

英语翻译
以网络为代表的新媒体时代已经来临,这对广告行业又是一次冲击.目前国内对于新媒体的研究处于一个上升阶段,但对于新媒体的研究也仅仅停留在新媒体本身而已,涉及到广告的也只是探讨了广告投放与新媒体的关系.众所周知,传统媒介中受众总是以被动的形式来收看广告,但新媒体却截然不同,受众才是主体,他们可以选择看或是不看.无疑的,广告文案成为重要角色.而广告文案的写作目前广为大家探讨的也只是写作的方式、手法以及原则一类的比较死板且书面化的内容,与新媒体结合起来研究的是少之又少.
本文将分别从广告文案和新媒体入手,详细研究广告文案的写作原则、构成、新媒体的特点、发展以及广告文案在新媒体中的应用与发展等几大方面,并在此基础上结合案例提出现在广告文案在新媒体中出现的问题,并根据不同问题提出相应的可行性建议.最后经过对广告文案和新媒体的详细研究,归纳总结出广告文案在新媒体中的最佳呈现方式,从而达到研究目的.
本文通过文献研究法、比较研究法、个案研究法等多种方法实现对广告文案和新媒体的学习研究以及两者之间关系的研究.
关键词：广告文案 新媒体 媒体文案比较 新媒体文案趋势

The new media age represented by the network is coming, which is another impact on the advertising industry. At present, the research of new media is in a rising stage, but the one of new media research is just stay in itself, and the one related to advertising only discuss the relationship between advertising and new media. As we all know, traditional media in the form of a passive audience to always watch the ads, but new media is different, the audience is the main body, and they can choose to watch or not watch. Undoubtedly, advertising copy has become an important role. The advertising copy writing we currently widely discussed only way to writing, methods and principles of a class of more rigid and writing of the content, and new media studies combined with the very small.
This will copy starts from the advertising and new media to study in detail the principles of advertising copy writing, composition, characteristics of new media, advertising copy in the development and application of new media and development in several areas, and in this case based on the combination of proposed advertising copy is now appearing in the new media issues, and according to the feasibility of various proposals put forward accordingly. Finally after the ad copy and a detailed study of new media, summarized the ad copy in the new media in the best presentation, so for the purpose.
In this paper, literature research, comparative study, case study methods and other methods are used complement the study between the ad copy and new media and both relationship.
Key words: advertising copy; new media; comparison of media advertising copy; new trend in media