范文一:雅思议论文题目题材分类
雅思议论文题目汇总(按题材分类) 一、教育 1( 学校教育 教学内容 1 Some people
think that teachers should be responsible for teaching students how to judge right and wrong and how to behave well. Some say that teachers should only teach students about academic subjects. Discuss both views and give your opinion. 2 Schools should emphasize more on academic issues which is more important for the future job rather than sports and music. What is your opinion 3 Some people think universities should provide knowledge and skills related to students’ future career others think the true function of university is to give access to knowledge for its own sake. What’s your opinion of the main function of university 4 In some countries secondary schools aim to provide a general education across a wide range of subjects while in others children focus on a narrow range of subjects related to particular careers. Which education system according to your opinion is more appropriate for today’s world 5 Many people believe that the main aim for university education is to help graduates to find better jobs while some people believe that university education has wider benefits for individuals and society. Discuss both view and give your opinion. 6 Some people think the main purpose of schools is to turn the children into good citizens and workers rather than to benefit them as individuals. To what extent do you agree or disagree with this opinion 7 Some people think a sense of competition in children should be encouraged. Others believe that children who are taught to co-operate rather than compete become more useful adults. Discuss both these views and give your own opinion. 8 Some people think secondary students should study international news as a school subject but some people argue that it is wasting children’s school time. What’s your opinion 9 Some consider that history is little or no use to us. Others believe that studying history helps us to know the present. Discuss their views and give your own opinion. 教学形式 10 Some people think that
school should put students in different classes according to their academic ability while some others believe that students of different abilities should be educated together. Please discuss both views and then present your own opinion. 11 Some teachers argue that students learn more effectively when they study in groups while others believe it is better for them to study alone. What is your opinion 12 Is it better for students to live at home with their parents or in school accommodations Give your own opinion on the issue. 13 Some people think that it is beneficial for students to go to the private secondary school but other people think that it can have a negative effect. Discuss the two points and give your own opinion. 教学方法 14 Memorization of information by frequent repetition
rote learning plays a role in the modern education systems. To what extent do you agree or disagree 教学中的问题 15 Pressure on the school and university students is
increasing and students are pushed to work hard when they are young. Do you think it is a positive or negative development 16 In many countries schools have severe problems with student behaviour. What do you think are the causes of this What solutions can suggest 师生关系 17 In order to improve the quality of education high school students should be encouraged to evaluate and criticize their teachers but others think it will result in loss of respect and discipline in classroom. Discuss both of them and give your opinion. 18 Some people think that children should not violate the rules set by teachers and parents while others insist that the natural development might be better for their adult life. What is your opinion 信息技术的影响 19 Computers do not help children to learn more
effectively. On the country the use of computers in schools has a negative effect on childrens physical and mental development. To what extent do you agree or disagree 20
In which areas of education do you think computers are more important and in which areas do you think teachers are more important Discuss and explain why. 21 Lectures have been used to teach large number of students. Now as the advanced technologies are available for education some people believe that technologies can replace lectures as the main way to teach large number of students. Do you agree or disagree 教育年数 22 In
countries where there is high unemployment most pupils should be offered only primary education there is no point in offering secondary education to those who will have no hope of finding a job. 2( 家庭教育 教育方法 1) It is important to tell children what is
right or wrong at their earlier age. Punishment is good to tell the distinction between right and wrong. To what extent do you agree or disagree How should parents and teachers punish children 家庭环境 2) Children who are brought up in families which dont have
large amounts of money are better prepared to deal with the problem of adult life than children brought up in wealthier families. Do you agree or disagree, 3) The position
of women in society has changed markedly in the last twenty years. Many of the problems young people now experience such as juvenile delinquency arise from the fact that many married women now work and are not at home to care for their children. To what extent do you agree or disagree with this opinion 4) quotFatherhood ought to be
emphasized as much as motherhood. The idea that women are solely responsible for deciding whether or not to have babies leads on to the idea that they are also responsible for bringing the children up.” To what extent do you agree or disagree 教育责任 5) If a
five-year-old commits a crime should the parents be held responsible and punished What is the age of the child do you think parents should not take the responsibility 3( 社会教
育 义务劳动 1) Young adults should undertake unpaid work to help people in the community. Do you think it brings more drawbacks to the community and the young adults than benefits 2) Some people believe that unpaid community works eg. working
in a charity organization teaching sports to children should become a compulsory part of high school curriculum. To what extent do you agree or disagree 有偿劳动 3) In many
countries children are engaged in some kind of paid work. Some people regard this as completely wrong while others consider it as valuable work experience important for learning and taking responsibility. What are your opinions on this 工作旅行 4) In some
countries young people are encouraged to work or travel for a year between finishing high school and starting university studies. Discuss the advantages and disadvantages for young people who decide to do this. 5) Some people believe that students who want to
go to university after graduation from high school should have about one year’s time to get a job to obtain work experience or have a travel to enlarge their vision. Do you agree or disagree What’s your opinion 6) Some school leavers go to travel or work for a
period of time instead of going directly to university. Discuss the disadvantages and the advantages for their studies. 4( 就业 1) In many countries more and more young
people are leaving school and unable to find jobs after graduation. What problems do you think youth unemployment will cause to the individual and the society Give reasons and make some suggestions. 2) Some people prefer to stay in the same job for the same
company but others prefer to change jobs frequently. You should use specific reasons to compare the advantages and disadvantages of both sides. 3) Some people prefer to spend
their lives doing the same things and avoiding change. Others however think that change
is always a good thing.Discuss both these views and give your own opinion. 4) The
frequent change of the world has often resulted in the change of people’s jobs and work life. Discuss what has caused this and give your suggestions on preparing people who are going to work in the future. 5) Nowadays some employers think the academic qualities
are more important than the life experiences and personal qualities when they choose employees. Why does this take place And is this a negative or a positive development 5( 教育综合 教育的作用 1) Education is of very importance to the development of
individuals and well-being of societies. What should education consist of to fulfill these functions 2) Many scientists believe that now we can study the behavior of
three-year-old child to see whether they will grow up to be criminals. To what extend do you think the criminal production of human nature and can we stop the children to grow up to be criminals 3) Research indicates that the characteristics we are born with have much more influence on our personality and development than any experiences we may have in our life. Which do you consider to be the major influence 学校教育VS社会教育
4) Some people believe that going to college is the best way to prepare for a successful future career others think that people should go directly to work after leaving school and earn their experiences in business. Discuss both views and present your own opinion. 教
育成本 5) Higher education can be funded by several ways such as the following:1. All costs paid by the government 2. All costs paid by the students3. All costs paid by the government loan which students have to pay back after graduation.Please discuss both the advantages and disadvantages of all these three theories above and decide which the best is. 6) It is right that college graduates earn higher salaries than the less well-educated in the community. But they should also pay the full cost of their study. Do you agree or disagree 7) Some people think that government should pay course fees for those who want to go to university. Do you agree or disagree 教育平等 8) Universities
should accept equal numbers of males and females study in every subject. Do you agree or disagree 二、全球化 1( 综合 1) Some people think that increasing business and
cultural contacts have a positive influence and others think that it has a negative effect to national identities. What is your opinion 2) Differences between countries are becoming
less evident nowadays. People tend to have the same films music brands TV channels etc. To what extent do you think the disadvantages outweigh the advantages 2( 文化全球化
1) In many countries traditional food is being replaced by international fast food. This is having a negative effect on both families and societies. To what extend do you agree or disagree 3( 国际贸易 1) The international trade has made many goods transport to
other countries such as daily necessities. Such goods are usually transported a long distance. Do you think if its benefits outweigh the drawbacks 2) In some countries
people are possible to have a wide variety of foods have been transported from all over the world. To what extent the benefits of this development outweigh the drawbacks. 4( 旅游业 1) Do the problems brought by international travel outweigh the advantages 2) An increasing number of developing countries are expanding their tourist industry. Why do you think it is the case And do you think it is positive 3) Some people think
visitors to others countries should imitated local custom and behaviors. Some people disagree they think the host country should welcome culture different. Discuss the two views and give your own opinion. 4) Some believes that cultural traditions will be
destroyed by the money-making attractions aimed at tourists. Others think it is the only way to save these cultural traditions. Discuss both views and show your own opinion. 5)
International tourism becomes the biggest industry but it creates tension than understanding between people from different cultures. What is your opinion 5( 国际关
系 1) Some people say that giving aid to poor countries has more negative effects than positive effects. To what extent do you agree or disagree 2) Improvements in health
education and trade are essential for the development of poorer nations. However the governments of richer nations should take more responsibility for helping the poorer nations in such areas. To what extent do you agree or disagree with this opinion 3)
Improvements in health education and trade are essential for the development of poorer nations. However the governments of richer nations should take more responsibility for helping the poorer nations in such areas. To what extent do you agree or disagree with this opinion 4) Good relationship between different countries would become more
important than ever before. Do you agree or disagree 6( 民族融合 1) Multi-cultural
societies which are a mixture of different ethnic groups bring more benefits than drawbacks for a country. To what extend do you agree or disagree with this conclusion 2) Some people suggest when people move to a new country they should accept the new culture as their own,rather than have the separate minority groups which has their own different cultures. To what extent do you agree, 7( 语言 1) In order to learn a
language well we should also learn about the country as well as the cultures and lifestyles of the people who speak it.To what extent do you agree or disagree 2) Some experts
believe that it is better for children to begin to learn a foreign language in primary school than in secondary school. Does the advantage overweigh the disadvantage 3) Should we
invent a new language for people from different countries to use for the international communication Do you think there are more benefits or more problems with it 4)
Millions of people every year move to English-speaking countries such as Australia Britain or America in order to study at school college or university. Why do so many people want to study in English Why is English such an important international language 5) Several languages are dying out every year. Some people do not think it is important and say that our life will be simpler with fewer languages. To what extent do you agree or disagree. 6) Some people think that machine translation is highly developed in today’s society therefore it is not necessary for children to learn a foreign language. What’s your opinion 三、现代化 1( 综合 1) People are optimistic about 21st century. Many people
think it is a good opportunity to find positive change in future. How do you think of the optimism What changes would you like to be made in the new century 2) The speeding
up of life in many areas such as travel and communication has negative effects on society at all levels—individual national and global. To what extent do you agree or disagree 3)
Scientific and technology advances are benefit in our daily life today. However most of scientists are no longer able to find the solutions of the problems they have created. To what extent do you agree or disagree. Tell reasons. 4) When a country develops its
technology the traditional skills and ways of life die out. It is pointless to try and keep them alive.To what extent do you agree or disagree with this opinion 5) The older
generations often hold some traditional ideas on the correct way of live think and behavior. Most people argue that it is not helpful for the young generations preparing fo
modern life in the future. To what extent do you agree of disagree 2( 信息技术 1)
Earlier technological development brought more benefits and changed the life of ordinary people more than the recent technological developments ever will. To what extent do you agree or disagree 2) It is now possible to perform everyday tasks such as bank
transaction shopping or even office works without meeting people face to face. What are the effects it may have on individuals and the society as a whole 3) Someone believes
that modern telecommunication devices have many benefits to human while others think otherwise. What is your opinion Please discuss and use examples to support your own ideas. 4) There are social medical and technical problems associated with the use of mobile phones. What forms do they take Do you agree that the problems outweigh the benefits of the mobile phone 5) Many employees may wor.
范文二:雅思议论文题材分类
一、教育
1( 学校教育
1) 教学内容
a. 学术与道德?教育
b. 学术(将来工作更?有用)与文体活动?
c. 专科与全科?(大学/中学)
d. 理科与文科?
e. 就业与其他?(学术)
f. 合作与竞争?
g. 必修与选修?
h. 个人与公民?
i. 国际新闻
j. 历史
k. 为人父母* 2) 教学形式
a. 分班教与一?起教
b. 集体学与个?人学
c. 分性别
d. 寄宿
e. 私立
f. 上小学时间?* 3) 教学方法
a. 背诵
4) 教学问题
a. 压力太大
b. 不当行为
5) 师生关系
6) 新技术的影?响(远程/电脑)
2( 家庭教育
1) 教育方法(体罚) 2) 环境
a. 经济条件
b. 全职妈妈
c. 父亲的作用? 3) 责任
3( 社会教育
1) 义务劳动
2) 兼职工作
3) 工作旅行
4) 休闲时间的?教育*
4( 就业
1) 就业问题(找不到工作?)
2) 就业习惯(是不是经常?换工作)
3) 就业要素(学术/生活经验/个人品质)
5( 综合
1) 教育的作用?
a. 教育有哪些?作用
b. 教育对人的?作用(与先天比)
2) 教育方法(工作/上大学)
3) 教育成本(谁支付:个人/政府/贷款)
4) 教育平等(男女平等)
二、全球化
1( 后果
2( 文化全球化?的后果(食物)
3( 商务贸易全?球化的后果?
4( 旅游业
) 旅游业的后?果(一般/国际) 1
2) 对文化的影?响
3) 对国际关系?的影响
5( 国际关系
1) 好的国际关?系的作用
2) 富国帮助穷?国
6( 民族融合
1) 后果
2) 方法
7( 语言
1) 学习方法
2) 学习时机
3) 世界语
4) 机器语言
三、现代化
1( 综合
1) 现代化的表?现和后果
2) 生活节奏加?快的影响
3) 现代化带来?的问题科学?家不能解决?
4) 传统文化的?消失
2( 信息技术
1) 后果
2) 网络生活的?后果
3) 现代通讯的?后果
4) 对工作的影?响
) 对文字的影?响 5
3( 食物技术
4( 娱乐中运用?现代技术
5( 空间研究的?后果
6( 飞机
1) 后果
2) 空运蔬菜和?水果
3) 环境污染
7( 电视(后果)
8( 机器人
四、媒体和广告?
1( 广告
1) 后果
2) 对顾客的影?响
3) 针对孩子的?广告的影响?
4) 对产品质量?的影响
5) 对个性的影?响
6) 造成销量上?升而不是真?实需求
2( 媒体
1) 后果
2) 媒体的国际?化
3) 对犯罪的报?道
4) 政府控制媒?体
五、政府职能
1( 基础设施
1) 博物馆
2) 图书馆(高科技)
3) 建筑(传统/美观)
2( 政府政策
1) 医疗教育
a. 私人/政府
b. 预防/治疗
2) 税收
3) 控制人口*
3( 科技
1) 空间研究
2) 私人/政府
4( 国防
5( 衡量国家成?功的标准
六、社会问题
1( 环境
1) 垃圾
2) 吸烟
3) 一个解决方?案
a. 公司/政府-个人
b. 国际合作
c. 增加燃料的?价格
( 交通 2
1) 原因建议
2) 一个解决方?案
a. 严厉惩罚
b. 把大公司和?大工厂搬到?郊区
3( 住房
4( 水
5( 犯罪
1) 原因建议(年轻人/一般)
2) 警察带枪
3) 一个解决方?案
a. 监狱/教育和培训?
b. 安全措施
c. 死刑
6( 城市
7( 人生
1) 说谎
2) 自私
3) 幸福
4) 家庭
七、弱势群体
1( 老人
1) 后果
2) 退休年龄
3) 存钱
2( 女人
1) 女领导
2) 军队
3( 农村
1) 原因建议
2) 新医生新老?师
4( 穷人-如何进行慈?善活动
5( 动植物
1) 野生
2) 实验
八、艺术与体育?
1( 艺术
1) 政府投资
2) 政府限制
3) 艺术与科学?的区别
2( 体育
1) 体育明星挣?钱多
2) 投资主体
3) 体育对和平?的作用
范文三:GMAT阅读的文章题材分类
摘要:了解GMAT阅读部分的文章题材分类,可以帮助考生在备考GMAT阅读时更
有针对性,并从容的面对GMAT考试。下面就来对GMAT阅读的文章题材进行分类
总结。 免费咨询电话:400-0123-267
《《《《小马独家奉献托福、托福机经、雅思、SAT、SSAT更多资料点击下载》》》》
GMAT阅读文章题材A 科技类文章(Science Passages)例如DNA、基因、厄尔尼诺、
温室效应、大气污染、开采能源等。以下就是几篇典型的GMAT科技类文章的片断:
“Caffeine, the stimulant in coffee, has been called "the most widely used psychoactive substance on Earth …….For many years, caffeine"s effects have been attributed to its inhibition of the production of phosphodiesterase”, “Nearly a
century ago, biologists found that if they separated an invertebrate animal embryo
into two parts at an early stage of its life…….”, “ Protein synthesis begins when the gene encoding a protein is activated…………” 此类文章内容枯燥无味,加上通篇
“游荡”着的几个超长的自然科学类的英文单词,往往令中国学生十分头疼。由于此类文章
难度较大,所以题目一般比较简单,基本都是“直接事实题”(这将在以后的“GMAT阅读
题型分析”中讲到),极少出现“信息题”或其它高难题型。
GMAT阅读文章题材B 社会科学类文章(Social science passages)此类文章可能涉及
历史,政治或宏观经济等社会科学领域的话题,包括美国历史、弱势群体(少数民族、黑人、
女性)以及法律(法律史)等等,在GMAT考试中所占比例较大。如:“Recent years have
brought minority-owned businesses in the United States unprecedented opportunities……….”, “In the two decades between 1910 and 1930, over ten percent to the Black population of the United States left the South……”,“Historians
of women"s labor in the United States at first largely disregarded the story of
female service workers-women earning wages in occupations………”。相对于上述自
然科学类文章,这类文章对中国学生的理解能力并未造成太大挑战,但其阅读题目的难度却
不容小觑。
GMAT阅读文章题材C 商业类 (Business passages) 此类的GMAT 文章数量众多,
而且涉及范围也十分广泛,比如市场营销,存货处理,以及日常管理等等。例如:“Excess
inventory, a massive problem for many businesses, has several causes, some of which are unavoidable……”,“Traditionally, the first firm to commercialize a new technology has benefited from the unique opportunity to shape product definitions, forcing followers to adapt to a standard or invest in an unproven alternative….”由于此类文章行文较简单,所以题目一般会比较难,会有高难的“信息题”
出现,考生在对原文进行一般理解的基础上,应尽力 “听”出其“弦外之音”。
以上就是GMAT阅读部分一些经常出现的文章题材,考生可据此进行针对性的阅读及
训练,熟练掌握此类题材的文章特点,并在GMAT阅读部分的考试中取得更好的成绩。
文科生要想获得gmat数学高分应怎么做 >>>推荐新闻:
GMAT数学词汇有关的代数数论
GMAT数学词汇有关代数基本概念
GMAT数学词汇有关代数基本运算
GMAT数学词汇有关代数数列方程等
范文四:给雅思阅读题材把把脉
给雅思阅读题材把把脉
摘要:雅思阅读题材的了解和熟悉,能让考试们对拿下高分更有把握.还等什么呢,快来看看100教育小编给大家整理的精品内容把!
雅思阅读对中国考试来说,相较于其他题型,是相对容易采分的.即便这样,我们还是很有必要掌握雅思阅读的诀窍,包括了解雅思阅读有什么题材,题型,有何特性等.下面就跟着小编一起给雅思阅读题材把把脉吧,看其现状如何.
1.题材与考核技能一一实用性
由于近年来为移民目的而考ELTS的人日渐增多并且已经成为IELTS考试的主力军,许多人为了方便,称呼G类为移民类。严格来说,在G类阅读中,没有任何与
考试用到的文章来自于布告、广告、官方文件、小册子、报纸、说明书、时间表、书籍与杂志等。考到的题目涉及考生在英语国家必备的生存技能,即是否具备获取、理解并处理基本信息的能力。
总的来说,IELTS普通培训类阅读的题材与日常生活息息相关,是考生在英语国家生存时一定会接触到的,这一点与以学习为目的的IELTS学术类阅读及TOEEL、GRE或四六级有很大不同。就考核技能而言,IELTS普通培训类阅读主要涉及抓主旨、定位细节和比较信息,较少考核推理、判断与得出结论等学术技能。
2.题型一一多样化
IELTS考试题型多样,不像国内外的标准化考试那样大量使用选择题。IELTS经常考到的题型有:TRUE/FALSE/NOT GWEN(对、错、文中未提及)、matching(配对)、shod-answer questions (简答)、sentencecompletion(完成句子)、paragraph headings (段落标题)、multiplechoice(选择)、summary(摘要)和diagram/fIowchart/table(图表)等。题型多样化是为了从各个方面测试考生的communication skins(交流技巧)。 对于考生来说,熟悉各种题型的要求、了解相应的解题思路并找到适合自己的做题方法,至关重要。
3.评分标准一一纺锤状
IELTS普通培训类阅读的评分标准如下:做对1~2题得1分,3~5题得2分,6-11题得3分,12~17 题得4分,I8~25题得5分,26~34题得6分,35~37题得7分,38-39题得8分,40题全对得9分。在实际考试中,根据各套试题的情况,会有一些变动,并且有尾数为0.5分的分值。
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目的不同的考生,应树立不同的目标。以加拿大为移民目标国的考生,应力争做对20题以上;欲前往澳大利亚或新西兰的考生,可以将28题作为目标。考试的时候力争把简单的、能够做对的题目做对,并尝试较难的题目,据此合理分配时间,这样,应该可以获得满意的成绩。
文章来源:100教育 2 / 2
范文五:三类最常见的雅思阅读题材
雅思阅读考试的文章通常分为生物、地理和社会科学三类。雅思文章的出处有很多,其中最实用的、便于积累背景知识的雅思文章来源是newscientist网站, 这个网站是雅思出题方公布的出题来源,包括了太空领域、环境、生物地理物理等科学以及社会科学与人类健康等各方面的科学知识,而以下提到的雅思文章的三大类都可以在这里找到相关的文章。
下面具体介绍一下雅思阅读考试中这三个类别的文章通常都囊括了哪些背景知识,以及我们掌握这些背景知识有何等重要的作用。
一、 雅思阅读生物类话题
自09年以来,生物类的话题几乎是在雅思A类三篇文章中必然出现的一类话题,涉及到的内容有动物的生活习性、基因的研究、器官的研究、植物的光合作用、植物体内的叶绿素等。这些话题对于很多学生来讲并不十分熟悉,而且涉及到的专业术语多、句子复杂,因此很多学生感到做完题目都没弄懂文章的真正含义,这就需要我们在平时的阅读学习中积累这些话题的背景知识。
举一个简单的例子,阅读真题中曾经涉及过chlorophyll这样一个话题。很多考生认为chlorophyll给自己的解题造成了很大的障碍,因此认为这篇文章是典型的难度较高的考题。其实,从文章中的句子”Why some of the leaves turn red in autumn?” 就可以猜到这篇文章讲的是叶子秋天变红的原因。如果我们有生物学方面的知识,就能够猜出chlorophyll是叶绿素的意思。当我们在平时的背景知识积累中搜索到叶绿素的作用、叶绿素在植物叶子中的存在形式,以及随环境的变化叶绿素会产生变化这一类背景知识后,我们就能掌握这篇文章中很多段落的大意。在解决耗时较多的matching题时,就能节省更多的时间。
还有2011年4月28日的雅思考题中,涉及了动物如何建巢,动物居所的结构及作用这些内容,我们在平时积累生物学知识时,就要留心动物比如鸟类、昆虫是如何建造自己的巢穴的这些背景知识。
二、 雅思阅读地理类话题
地理类话题也是阅读文章中常常摘选的内容,不过相比于上面的生物类,地理类的文章难度较高,因为地理现象涉及的专业名称更多、地名和各种地质现象也更加复杂,在积累地理类知识时,工作量是比较大的。
地理类知识范围很广,常见的有厄尔尼诺现象、气象观测、沙漠化、欧洲冰川等。我们可以在以上提到的那个网站中查到这些内容,当然,也不要拘泥于一个雅思文章的来源,可以多参阅一些与科学相关的英文报纸、杂志和网站。
三、 雅思阅读社会科学类话题
社会科学是一个大类,包含了很多小的分支,比如教育、历史、考古、电脑、日历、垃圾问题、企业管理、音乐、数码产品等等。
这类文章的特点是,生僻词汇不如生物和地理类多,常识性的内容可以为我们解题提供很大的帮助,文章涉及的是我们平日生活的方方面面,但是范围广、细节知识多,喜欢出现数字、调查结果等。
在准备这类文章的背景知识时,建议考生可按照多多益善的原则,将社会科学类的话题进行筛选,把我们不太熟悉的历史、考古学等放在首位。比如newscientist网站上刊登过的Great Pyramids Chamber of Secrets / How humans are driving evolution / People in threatened
societies are more conformist等文章,都是非常好的素材,也是十分有可能出现在雅思阅读考试中的文章。建议大家在平时的阅读积累中,仔细研究一下这些文章,把自己陌生的社会科学领域着重看一看。
通过上面的介绍,相信大家对雅思阅读文章的题材有了一个大概的了解,在备考的时候,可以从这几个方面入手准备,只要熟悉了这类型的文章写作的方式,对背景知识的积累引起重视,到考场中就会产生事半功倍的效果。文案 编辑词条
B 添加义项 ?
文案,原指放书的桌子,后来指在桌子上写字的人。现在指的是公司或企业中从事文字工作的职位,就是以文字来表现已经制定的创意策略。文案它不同于设计师用画面或其他手段的表现手法,它是一个与广告创意先后相继的表现的过程、发展的过程、深化的过程, 多存在于广告公司,企业宣传,新闻策划等。
基本信息
中文名称
文案
外文名称
Copy
目录
1发展历程
2主要工作
3分类构成
4基本要求
5工作范围
6文案写法
7实际应用
折叠编辑本段发展历程
汉字"文案"(wén àn)是指古代官衙中掌管档案、负责起草文书的幕友,亦指官署中的公文、书信等;在现代,文案的称呼主要用在商业领域,其意义与中国古代所说的文案是有区别的。
在中国古代,文案亦作" 文按 "。公文案卷。《北堂书钞》卷六八引《汉杂事》:"先是公府掾多不视事,但以文案为务。"《晋书?桓温传》:"机务不可停废,常行文按宜为限日。" 唐戴叔伦《答崔载华》诗:"文案日成堆,愁眉拽不开。"《资治通鉴?晋孝武帝太元十四年》:"诸曹皆得良吏以掌文按。"《花月痕》第五一回:" 荷生 觉得自己是替他掌文案。"
旧时衙门里草拟文牍、掌管档案的幕僚,其地位比一般属吏高。《老残游记》第四回:"像你老这样抚台央出文案老爷来请进去谈谈,这面子有多大!"夏衍《秋瑾传》序幕:"将这 阮财富 带回衙门去,要文案给他补一份状子。"
文案音译
文案英文:copywriter、copy、copywriting
文案拼音:wén àn
现代文案的概念:
文案来源于广告行业,是"广告文案"的简称,由copy writer翻译而来。多指以语辞进行广告信息内容表现的形式,有广义和狭义之分,广义的广告文案包括标题、正文、口号的撰写和对广告形象的选择搭配;狭义的广告文案包括标题、正文、口号的撰写。
在中国,由于各个行业发展都相对不够成熟,人员素质也参差不齐,这使得"文案"的概念常常被错误引用和理解。最典型的就是把文案等同于"策划",其实这是两种差别很大,有着本质区别的工作。只是由于文案人员常常需要和策划人员、设计人员配合工作,且策划人员也需要撰写一些方案,这使得很多人误认为文案和策划就是一回事,甚至常常把策划与文案的工作会混淆在一起(这也和发源于中国的"策划学"发展不够成熟有关)。
广告文案
广告文案
很多企业中,都有了的专职的文案人员,只有当需要搞一些大型推广活动、做商业策划案、写可行性分析报告等需求量大的项目时,才需要对外寻求合作。以往一般企业都会找广告、文化传媒等公司合作。这些公司一般都有专业的文案、设计团队,经验也相对丰富,但因为业务量大,范围广泛,在针对性方面会较为薄 弱。随着社会经济不断发展,对专业文案的要求更加严格,逐渐衍生了一些专注于文字服务的文案策划公司。这类企业发展速度很快,大多数都是从工作室形式转型而来,也有从文化传播机构独立出来的。
随着中国广告业二十余年的迅猛发展,广告公司的经营范围,操作流程,工作方式都在变化,文案的角色由无闻转为配角,现正昂首阔步走向台面,成为主角,从前一则广告多是由设计出计划,再配图之后,文案轮为完稿,一则广告的计划多是由文案与美工共同完成,然后各自分工。说起文案的地位,日本是从1992年意识到文案的重要性,台湾是1998年。2002年,大陆的一些中大型广告公司的老总几乎都在垂叹,好的文案太少了。好的文案往往愿意扎堆,从全国形式来看,这股潜规则正逐渐由华南广告重镇广州向华东中心上海转移。
折叠编辑本段主要工作
撰写报纸广告、杂志广告、海报; 撰写企业样本、品牌样本、产品目录; 撰写日常宣传文案白领一族
文案白领一族
单页、各类宣传小册子; 撰写DM直邮广告,包括信封、邮件正文; 撰写电视广告脚本,包括分镜头、旁白、字幕; 撰写电视专题片脚本; 撰写电视广告的拍摄清单; 撰写广播广告; 将海外版广告文案作 汉化(翻译); 撰写广告歌词,或汉化(翻译)外文歌词; 撰写各种形式的网络广告; 为网站栏目命名; 撰写网站内部文案; 撰写手机短信广告; 撰写各类广告作品的创意阐述; 撰写广告口号; 撰写产品包装文案,包括:品牌名、使用说明、产品成分等; 为产品或品牌命名,并作创意阐述; 为路演或活动命名,并作创意阐述; 撰写活动请柬及活动现场宣传品上的文字; 为各种礼品命名,并作创意阐述; 为专卖店命名,并作创意阐述; 撰写商店的橱窗或店内POP物料文案; 撰写软文、新闻式、故事式、评论式; 撰写策划书,或协助策划人员优化、润色方案文字; 协助客户企业内刊的编辑,提供主题方向,审核文字。 不同的环境对文案撰稿人有着不同的锤炼和要求。
折叠编辑本段分类构成
从现有的文案分类有很多种,按照4A标准,一般有四类:助理文案(ACW), 文案(CW策划文案
策划文案
),高级文案(ACW),资深文案(SCW),其中稍微要区别的是高级文案与资深文案,前者要求的是文案的撰写能力,而后者不仅仅是文案的撰写能力还包括做文案的年资。有些4A公司设有文案主任(CE)一职,大体上与文案职责类似,有时候负责专项。另外有些个别公司还配有首席文案的职位(CCW),文案功力凤毛麟角,虽不具领导才能,但有的首席文案拿的工资却比创意总监还要高。大部分国内广告公司文案的种类繁杂,有房地产文案、创意文案、企划文案、品牌文案等。
文案是由标题、副标题、广告正文、广告口号组成的。它是广告内容的文字化表现。在广告设计中,文案与图案图形同等重要,图形具有前期的冲击力,广告文案具有较深的影响力。
广告标题:它是广告文案的主题,往往也是广告内容的诉求重点。它的作用在于吸引人们对广告的注目,留下印象,引起人们对广告的兴趣。只有当受众对标语产生兴趣时, 才会阅读正文。广告标语的设计形式有:情报式,问答式、祈使式、新闻式、口号式、暗示式、提醒式等。广告标语撰写时要语言简明扼要,易懂易记,传递清楚,新颖个性,句 子中的文字数量一般掌握在12个字以内为宜。
广告副标题:它是广告方案的补充部分,有一个点睛的作用。主要表现在对标题的补充及让人感觉,前面的不懂,在这里全部让人了解。
广告正文:广告正文是对产品及服务,以客观的事实、具体的说明,来增加消费者的了解与认识,以理服人。广告正文撰写使内容要实事求是,通俗易懂。不论采用何种 题材式样,都要抓住主要的信息来叙述,言简易明。
广告口号:口号是战略性的语言,目的是经过反复和相同的表现,以便名域其他企业精神的不同,使消费者掌握商品或服务的个性。这以成为推广商品不可或缺的要素。广告 口号常有的形式:联想式、比喻式、许诺式、推理式、赞扬式、命令式。广告口号的撰写要注意简洁明了、语言明确、独创有趣、便于记忆、易读上口。
所谓广告文案是以语辞进行广告信息内容表现的形式。广告文案有广义和狭义之分,广义的广告文案就是指通过广告语言、形象和其他因素,对既定的广告主题、广告创意所 进行的具体表现。狭义的广告文案则指表现广告信息的言语与文字构成。广义的广告文案包括标题、正文、口号的撰写和对广告形象的选择搭配;狭义的广告文案包括标题、正文 、口号的撰写。
折叠编辑本段基本要求
1)准确规范、点明主题
准确规范是文案中最基本的要求。要实现对广告主题和广告创意的有效表现和对广告信息的广告文案
广告文案
有效传播,首先要求广告文案中语言表达规范完整,避免语法错误或表达残缺。其次,广告文案中所使用的语言要准确无误,避免产生歧义或误解。第三,广告文案中的语言要符合语 言表达习惯,不可生搬硬套,自己创造众所不知的词汇。第四,广告文案中的语言要尽量通俗化、大众化,避免使用冷僻以及过于专业化的词语。
2)简明精炼、言简意赅
文案在文字语言的使用上,要简明扼要、精练概括。首先,要以尽可能少的语言和文字表达出广告产品的精髓,实现有效的广告信息传播。其次,简明精练的广告文案有助于吸引广告受众的注意力和迅速记忆下广告内容。第三, 要尽量使用简短的句子,以防止受众因繁长语句所带来的反感。
3)生动形象、表明创意
文案中的生动形象能够吸引受众的注意,激发他们的兴趣。国外研究资料表明:文字、图像能引起人们注意的百分比分别文字是35%, 图像是65%,文案创作时采用生动活泼、新颖独特的语言的同时,附助以一定的图像来配合。
4)优美流畅、上口易记
文案是广告的整体构思,对于由其中诉之于听觉的广告语言,要注意优美、流畅和动听,使其易识别、易记忆和易传播,从而突出广告定位,很好地表现广告主题和广告创意,产生良好的广告效果。同时,也要避免过分追求语言和音韵美,而忽视广告主题,生搬硬套,牵强附会,因文害意。
折叠编辑本段工作范围
策划文案和创意文案
一)策划文案:工作主要是将策划工作人员的策划思路形成文字。毋庸置疑,公司很多策划人员均有很强的策划水平和丰富的策划经验,但有时候手上同时进行几个案子,同时时间又比较紧的情况下,文案可以在充分理解策划意图的情况下帮助策划人员完成策划方案的写作。这其中有几个内容:
1.必须充分了解本案的运作背景,包括宏观市场信息和微观市场动态。
2.掌握整个策划的战略指导思想。
3.以通俗易懂、言简意赅的论述方式将策划思想反映在字里行间。
4.到比较专业的问题或障碍的时候,应及时与策划人员沟通,保证策划方向的一致性。
5.贯彻战略方针的同时,也可就战略思想的表达方式和文字提述上提出一些合理化建议,从
而更好地展现策划的战略核心点。
二)创意文案:主要是将广告作品的表现及形式用完整的文字表达出来,其中,除了产生画面的构想之外,还包括广告语言的表现内容(如平面的标题、引文、正文、随文,广告语等,影视的音效、旁白、字幕、广告语等)。其中至关重要的就是新颖的创意和传神的文字表现。而这些智慧的闪光绝对不是拍一下脑门子就能出来的。这其中包括了以下内容:
1.通过各个层面,特别是swot方面深入理解,从而找出项目的核心优势。
2.把握目标消费群的心态。
3.掌握宏观政策及大市场对项目本身的影响。
4.场策划人员和设计人员保持密切联系,随时沟通。
5.市场上类似房产项目的文案及创意,力求全面加以突破。
6.获悉开发商对文案创作的要求,调整文字内容和形式。
折叠编辑本段文案写法
商家要吸引、留住消费者必须注重细节的提高和改善,而其中,文案就是不可忽视的一大细节。下面是一些能吸引买家的写文案方法:
折叠九宫格思考法
拿一张白纸,用笔先分割成9宫格。中间那格填上你的商品名,接下来开始在其它8格填上可以帮助此商品销售的众多可能优点。这是强迫创意产生的简单练习法,我也常用这种方式构思出企划案或演讲PPT的结构。
折叠要点衍伸法
把该商品型录上的商品特点照抄下来,然后每个要点后面加以延伸。如果你真的很懒,照抄型录商品卖点也可,但文字会比较没有人味,说服力道会稍差。
折叠三段式写作法
这是仿新闻学中"倒三角写作法"。第一段,请精要地浓缩全文的销售话术,因为多数人都没耐心看全文。第二段,请依照型录要点衍伸法,逐一说明该商品的众多特色。到底是点列还是一段长文章较好,要看你的文字功力。文字功力欠佳就点列式写出卖点即可。最后一段是「钩子」,主要任务是要叫人【Buy Now】,所以一般是强化商品USP(Unique Selling Point,独特销售卖点)、价格优势或赠品。
折叠编辑本段实际应用
市场研究
没有正确的市场导向,任何文案或创意都是天马行空的奇思怪想。的确,再优美的文字用在不适宜的场合中都可能导致整个策划执行的失败。一篇优秀的文案,一定是在对市场有深入的了解后方能下笔的。 例如不同地区的经济发展水平、文化构成、风土人情、产业结构比重等等皆有很大差异,同一地区不同年龄、阶层人士的世界观、思维观、道德观和价值观也参差不齐,加上特定环境、特定历史背景或政策规文赋予某些项目的特殊意义,都会对文案产生深远的影响。 所以无市场,文案便如枯井之蛙,其作品不仅缺乏远见,生命力也极为低下。
沟通与互助
在创作一幅作品时,常常发生这种情况:设计人员与文案人员一开始没有很好的沟通;结果是设计人员设计出来的作品文案看来好像是曲解了原意,而将文案配上去时候,设计人员又认为文案的风格与画面差入甚大。矛盾自然就出现了。 其实文案和设计,乃至市场、企划、媒体等各部门工作人员都应随时保持高效的沟通。通篇来看,文案的工作是将市场的调查分析结果作为其创作的翔实论据、企划的核心思想作为其创作的指引方向,媒体投放的渠道作为其创作的特定模式,设计排版作为其创作的具体表现。因此,每一个环节都是动态维系着的。在做一个文稿之前,与各个部门广泛沟通,并做到互爱互助,才能在一个凝聚力超强的团队中展现出自己独特的个性和才华
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