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1、“即研究的主要内容为优秀广告文案的本质特征及其内在的优秀特质等等”
The main content for research is the essencial characteristics of excellent advertisements and Its inner excellent particularities etc.

2、“论题” The thesis

3、“广告文案的“灵魂”主要体现广告文案的沟通性上。一篇广告文案唯有在形式、内容与表达方式上具备了较强的沟通性，才能在某种意义上称得上是一篇真正的优秀之作。
The soul of the advertisement text mainly is incarnated in communication.For an advertisement text,only have a good communication in its form,content and expression way meanwhile,which could be called a real excellent one.
而结合这一论点，笔者所提出相关方法论为：要创作出好的广告文案作品，就应以广告文案的“沟通性”为指导原则，并兼顾广告文案在形式、内容及语言等细节上的最佳安排与表达，使写出来的东西既具有艺术美感，又是受众喜闻乐见的，并最终使受众对广告文案及其宣传的产品都产生较深的印象与记忆效果。”
combining this argumentation ,my methodology is that if we creat good advertisement text works,we have to think of the characteristics of communication as our direction principle,meanwhile give attention to the best arrangement and expression in detail of text based on its forms and contents,to make the text and its products both have art aesthetic feeling and love to be seen and heard by masses ,and also leave deep impressions and memory effect to them .