系列广告文案写作的要义是什么?简单地说,就是要运用好“变与不变”的规律。“不变”指系列广告文案的主题不要轻易改变,“变”指系列广告文案的表现形式可以而且应该有所改变。广东省广告公司设计的“美的海岸花园”系列广告由三幅图文并茂的广告组成。第一幅的画面是在用简笔勾出的一只眼睛的轮廓里,展现出一片山海上眺望到的远处的楼群。文案的主要部分是:“观水天一色……”“白云悠悠,波光粼粼……”第二幅的画面 What is the meaning of the series of ad copy writing? Simply put, it is necessary to make good use of “change and change” law. “No change ” refers to the series of advertising copy of the theme should not be easily changed, “change ” refers to the series of advertising copy of the manifestations can and should be changed. Guangdong Province, the advertising company designed “Beautiful Coast Garden ” series of ads consists of three illustrated advertisements. The first picture is in the outline of an eye drawn with a simple pencil, showing a distant view of the sea floor buildings. The main part of the copy is: “View the sky and sky ... ” “white clouds long, sparkling ... ” The second picture