The Creative Process:How to get an Idea Brainstorming How to Create Original Ideas:techniques: MANAGING CREATIVE STRATEGIES Extension:An idea with legs Adaptation:Taking and Ideal Global Evaluation:The Go/No Go Decision Copy Testing PROMOTIONAL WRITING The Writer's role in Brand Communication The language of brand communication Writing Styles Strategy and Legal Imperative Types of Brand Communication Writing How to Write an Effective Ad Copy Writing for Various Media Tools of Television Copywriting Planning the TV Message The Internet and how to write for it Copy Writing Challenges VISUAL COMMUNICATION Why is visual communication important? WHAT IS ART DIRECTION? WHAT DO YOU NEED TO KNOW ABOUT PRODUCTION WHAT DOES AN ART DIRECTOR NEED TO KNOW ABOUT VIDEO PRODUCTION? WEB DESIGN CONSIDERATIONS 基本概念：Art Direction,Copy Writing,,Video production 问题与应用 进行国 际广告创意和文案的撰写 找几则中国企业的国际市场传播的广告案例，分析其创意和文案的优劣，是否适 合国际市场消费者的心理需求，并总结出我国企业对外传播时应注意哪些因素。The Creative Process: How to get an Idea Brainstorming How to Create Original Ideas: techniques: MANAGING CREATIVE STRATEGIES Extension: An idea with legs Adaptation: Taking and Ideal Global Evaluation: The Go/No Go Decision Copy Testing PROMOTIONAL WRITING The Writer’s role in Brand Communication The Language of Brand Communication Writing Styles Strategy and Legal Imperative Types of Brand Communication Writing How to Write an Effective Ad Copy Writing for Various Media Tools of Television Copywriting Planning the TV Message The Internet and how to write for it Copy Writing Challenges VISUAL COMMUNICATION Why is visual communication important? WHAT IS ART DIRECTION? WHAT DO YOU NEED TO KNOW ABOUT PRODUCTION WHAT DOES AN ART DIRECTOR NEED TO KNOW ABOUT VIDEO PRODUCTION? WEB DESIGN CONSIDERATIONS 基本概念:Art Direction ,Copy Writing, Video production 问题与应用 进行国际广告创意和文案的撰写; 找几则中国企业的国际市场传播的广告案例，分析其创意和文案的优劣，是否适 合国际市场消费者的心理需求，并总结出我国企业对外传播时应注意哪些因素