摘要
廣告是一門藝術，它需要有好的創意，成功結合美術、音樂、戲劇、文學各種元素，才可能產生好作品。但同時它也是百分百的商業活動，所以住著藝術家靈魂的廣告創意人，必須在限制重重的商業世界中，保持創作的熱情與神采。廣告文案與文學最大的差別在於所有的廣告文案，其出發點及著眼點皆出自商品本身，是從品牌及產品出發，不是從自己出發。其次，廣告文案與文學的風格不太一樣，文案普遍的特色就是口語化的文字，以簡短有利的方式呈現，在很短的文字或時間內要達成銷售的任務；而文學比較注重作者的獨特性、重情境語彙和文句的鋪陳。雖然文案的寫作方式與文學不同，但美感基礎及創意思考是相通的，不管是用現代詩方式寫成的文案或是參雜大量台語與英語的流行廣告語，都顯示廣告與文學的密不可分。
並列摘要
Ads is a kind of art, needs good ideas, combins art, music, drama, literature etc. To utilitize various elements will do good works successfully. But at the same time, it belongs to commercial activity, so to be artists with creative souls must be restricted heavily in commercial world. To maintain the passion and create excellent expression. The largest differences between advertising copy and iterature is that all the ad copy, starting point focus on the product itself, products start from the brands, not from themself. Secondly, the ad copy is not the same. Compare with literature, ad copy is characterized by widespread colloquial language, a way favorable to present simple meaning in a very short period of time to sale product. Literary authors emphysis ＜||＞unique＜||＞, pay more attention to re-situational vocabulary and textual presentation. Although the ad copy is different from writing of literature, the basic aesthetic and creative thinking are similar. No matter the copy expressed by modern poetry or written in Record with Taiwanese pop and English language, ads and literature are close to each other and can not be separated clearly.