大約很多人都聽過文案這個詞，廣告文案這個職位或者說職業，在新媒體時代依然不過時，雖然入職門檻低、水平參差不齊，虛假廣告滿天飛，但不可否認其對銷售的重要性。今天分析一些關於廣告文案的英文表達。
Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of marketing. The product, called copy or sales copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.
文案寫作是為了廣告或其他形式的市場營銷而撰寫文字的行為或職業。其產品被稱為「文案」或「銷售文案」，是旨在提高品牌知名度並最終說服個人或團體採取特定行動的書面內容。
Copywriters help create billboards, brochures, catalogs, jingle lyrics, magazine and newspaper advertisements, sales letters and other direct mail, scripts for television or radio commercials, taglines, white papers, social media posts, and other marketing communications.
廣告文案幫助創建廣告牌、宣傳冊、目錄、歌曲、雜誌和報紙廣告、銷售信件和其他直接郵件、電視或廣播廣告腳本、標語、白皮書、社交媒體帖子和其他營銷傳播。
Employment 就業
Many copywriters are employed in marketing departments, advertising agencies, public relations firms, copywriting agencies, or are self-employed as freelancers, where the clients are usually small, medium, or large companies.
許多文案受僱於市場營銷部門、廣告公司、公關公司、文案公司，或者是自由職業者，他們的客戶通常是小、中、大公司。
Advertising agencies usually hire copywriters as part of a creative team in which they are partnered with art directors or creative directors. The copywriter writes a copy or script for an advertisement, based largely on information obtained from a client.
廣告公司通常僱傭文案作為創意團隊的一部分，與藝術總監或創意總監合作。文案為廣告撰寫文案或腳本，主要基於從客戶那裡獲得的信息。
The art director is responsible for visual aspects of the advertisement and, particularly in the case of print work, may oversee production. Either member of the team can come up with the overall idea (typically referred to as the concept) and the process of collaboration often improves the work. Some agencies specialize in servicing a particular industry or sector.
藝術總監負責廣告的視覺方面，特別是印刷工作，可以監督生產。團隊中的任何一個成員都可以提出總體的想法(通常稱為概念)，協作的過程通常會改進工作。一些機構專門為某一特定行業或部門提供服務。
Copywriting agencies combine copywriting with a range of editorial and associated services that may include positioning and messaging consulting, social media, search engine optimization, developmental editing, copy editing, proofreading, fact checking, speechwriting and page layout. Some agencies employ copywriters in-house, while others use external contractors or freelancers.
文案機構將文案與一系列編輯和相關服務相結合，這些服務可能包括定位和信息諮詢、社交媒體、搜尋引擎優化、開發編輯、文案編輯、校對、事實核查、演講稿撰寫和頁面布局。一些公司內部僱傭文案，而另一些公司僱傭外部承包商或自由職業者。
Copywriters also work in-house for retail chains, book publishers, or other big firms that advertise frequently. They can also be employed to write advertorials for newspapers, magazines, and broadcasters.
文案也為零售連鎖店、圖書出版商或其他經常做廣告的大公司工作。他們也可以被用來為報紙、雜誌和廣播電臺撰寫軟文。
Some copywriters work as independent contractors or freelancers, writing for a variety of clients. They may work at a client's office, a coworking office, a coffeehouse, or from home.
有些文案以獨立承包人或自由職業者的身份工作，為各種各樣的客戶寫作。他們可能在客戶的辦公室、合作辦公室、咖啡館或家裡工作。
Copywriters are similar to technical writers and the careers may overlap. Broadly speaking, however, technical writing is dedicated to informing readers rather than persuading them. For example, a copywriter writes an advertisement to sell a car, while a technical writer writes the operator's manual explaining how to use it.
文案與技術文案相似，職業可能重疊。然而，從廣義上講，技術性寫作致力於向讀者提供信息，而不是說服他們。例如，一個文案寫一個汽車廣告，而一個技術文案寫操作手冊解釋如何使用它。