AIT ELMANE: La Nature & Les Hommes


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Êîïèðàéòèíã (àíãë. copywriting ÷åðåç specimen — ðóêîïèñü, òåêñòîâûé âåùåñòâî + write — ÷åðòèòü) — ïðîôåññèîíàëüíàÿ äåÿòåëüíûé ñîîáðàçíî íàïèñàíèþ ðåêëàìíûõ è ïðåçåíòàöèîííûõ òåêñòîâ. Òàêîâûìè äîçâîëåíî ñ÷èòàòü âñåòàêè òåêñòû, êîòîðûå ïðÿìûì ëèáî êîñâåííûì îáðàçîì ðåêëàìèðóþò èëè ïîïóëÿðèçèðóþò òîâàð, êîìïàíèþ, óñëóãó, ÷åëîâåêà èíà÷å èäåþ. Ýòî ìîãóò çàìå÷àòüñÿ ñëîãàíû, ñöåíàðèè ÷òîáû ÒÂ- è ðàäèîðîëèêîâ, event-ìåðîïðèÿòèé, ðåêëàìíûå ñòàòüè è ïð.

Ñïåöèàëèñòîâ, êîòîðûå çàíèìàþòñÿ êîïèðàéòèíãîì, íàçûâàþò êîïèðàéòåðàìè[1][2].

 àíãëèéñêîì ÿçûêå âûðàæåíèå «êîïèðàéòèíã» ÿâëÿåòñÿ íåîëîãèçìîì è â ñëîâàðÿõ íå ïðåäñòàâëåíî. «Êîïèðàéòåð» (copywriter) òðàêòóåòñÿ áóäòî «èñòîðèê ðåêëàìíûõ è ïðîïàãàíäèñòñêèõ òåêñòîâ» (a pen-pusher of advertising or publicity photocopy).

 Ðóíåòå îêîëî êîïèðàéòèíãîì îøèáî÷íî ïîíèìàþò ñóùåñòâî òåêñòîâ ÷òîáû íóæä SEO ðàçâå íàïèñàíèå ñòàòåé íåðåêëàìíîãî õàðàêòåðà[èñòî÷íèê íå óêàçàí 1030 äíåé].

Êîïèðàéòèíã íå èìååò íèêàêîãî îòíîøåíèÿ ê òåðìèíó «êîïèðàéò» (àíãë. copyright), òàêæå ïðèøåäøåìó èç àíãëèéñêîãî ÿçûêà, ó êîòîðîãî ñîâåðøåííî äðóãîå ñìûñëîâîå çíà÷åíèå.

Ôàáóëà [óáðàòü]
1 Ñêàçàíèå ðàçâèòèÿ êîïèðàéòèíãà
2 Âèäû
2.1 Êîïèðàéòèíã ïðÿìîãî îòêëèêà
2.2 Èìèäæåâûé êîïèðàéòèíã
2.3 Èíôîðìàöèîííûé êîïèðàéòèíã
2.4 LSi-êîïèðàéòèíã
3 Êîïèðàéòèíã è ðåðàéòèíã
4 Â ëèòåðàòóðå
5 Ñì. òàêæå
6 Ïðèìå÷àíèÿ
7 Ïðåññà
Õðîíèêà ðàçâèòèÿ êîïèðàéòèíãà[ïðàâèòü | óïðàâëÿòü âèêè-òåêñò]
Ïðîáëåìû ñ ñîäåðæàíèåì ñòàòüè
Âåðîÿòíî, ñåé ðàçäåë ñîäåðæèò îðèãèíàëüíîå èññëåäîâàíèå.
Äîáàâüòå ññûëêè äëÿ èñòî÷íèêè, â ïðîòèâíîì ñëó÷àå îí ìîæåò âîäèòüñÿ óäàë¸í.
Äîïîëíèòåëüíûå âåñòü ìîãóò áûòü äëÿ ñòðàíèöå îáñóæäåíèÿ. (17 èþëÿ 2013)
Äåÿòåëüíûé, íàçûâàåìàÿ êîïèðàéòèíãîì, ñóùåñòâóåò î÷åíü äàâíî. Îíà âîçíèêëà âìåñòå ñ òîðãîâëåé, ïîñêîëüêó ðåïëèêè ïðîäàâöà — óæå ñëåäñòâèå êîïèðàéòèíãà.

Òåêñòû, ïðèäóìàííûå êîïèðàéòåðàìè ñîâåòñêîé ýïîõè, áûëè è îñòàþòñÿ âåñüìà ïîïóëÿðíûìè, ìíîãèå èç íèõ ïðåâðàòèëèñü â êðûëàòûå âûðàæåíèÿ («Êóðèòü — çäîðîâüþ ñîëèòü», «Áîëòëèâûé — îòêðûòèå ÷òîáû øïèîíà», «Ñîîðóæàòü ïðî÷íî — ñäàâàòü äîñðî÷íî» è ò. ï.). Ìíîãèå ðåêëàìíûå ñëîãàíû òàêæå èçâåñòíû ïåðåä ñèõ ïîð: «Òðåõãîðíîå ïèâî âûãîíèò âîí õàíæó è ñàìîãîí», «Ëó÷øèõ ñîñîê íå áûëî è íåò. Ãîòîâ ïèòü äî ñòàðûõ ëåò», «Íèãäå èñêëþ÷àÿ, ðîâíî â Ìîññåëüïðîìå», «Õðàíèòå áóìàæêà â ñáåðåãàòåëüíîé êàññå» è ïð.

Âèäû[ïðàâèòü | ïðàâèòü âèêè-òåêñò]
Matter book-4.svg
 ýòîì ðàçäåëå íå õâàòàåò ññûëîê äëÿ èñòî÷íèêè èíôîðìàöèè.
Èíôîðìàöèÿ äîëæíà èìåòüñÿ ïðîâåðÿåìà, èíà÷å îíà ìîæåò ñîäåðæàòüñÿ ïîñòàâëåíà ïî÷òè ïîäîçðåíèå è óäàëåíà.
Âû ìîæåòå îòðåäàêòèðîâàòü ýòó ñòàòüþ, äîáàâèâ ññûëêè íà àâòîðèòåòíûå èñòî÷íèêè.
Ýòà îòìåòêà óñòàíîâëåíà 17 èþëÿ 2013 ãîäà.
Êîïèðàéòèíã ïðÿìîãî îòêëèêà[ïðàâèòü | ïðàâèòü âèêè-òåêñò]
Âîñòðåáîâàí â èñêðåííèé ðåêëàìå — òîé, êîòîðàÿ ïðèçûâàåò çäåñü è áåçîòëàãàòåëüíî èñïîëíÿòü íóæíîå èçãîòîâëåíèå: ïîðó÷åíèå, çâîíîê, êëèê. Ïîäîáíûå òåêñòû ïîáóæäàþò ïîëüçîâàòåëÿ íåçàìåäëèòåëüíî ïîäêóïàòü òîâàð ðàçâå âîñïîëüçîâàòüñÿ óñëóãîé.

 ðàìêàõ ðåêëàìíîãî àãåíòñòâà êîïèðàéòåð ðàáîòàåò â ïàðå ñ àðò-äèðåêòîðîì. Òàêîé ñèìáèîç íàçûâàþò êðåàòèâíîé ïàðîé.

Îäíèì èç ïèîíåðîâ êîïèðàéòèíãà â äèðåêò-ìàðêåòèíãå ñ÷èòàåòñÿ Äæîí Êåéïëç (1900—1990). Åãî êíèãà «Ïðîâåðåííûå ìåòîäû ðåêëàìû» (Tested Advertising Methods) âïåðâûå âûøëà â ÑØÀ â 1932 ãîäó è ïðåòåðïåëà ìíîãî÷èñëåííûå ïåðåèçäàíèÿ áëàãîäàðÿ ñâîåé íå ïðîõîäÿùåé àêòóàëüíîñòè. Êíèãà èçäàíà äëÿ ðóññêîì ÿçûêå â 2011 ãîäó.

Äæîçåô Øóãåðìàí, âèäîèçìåíåííûé ñëàâíûé ðåêëàìíûé çíàòîê â îáëàñòè äèðåêò-ìàðêåòèíãà êîíöà ÕÕ âåêà, ïðèçíàí îäíèì èç ñàìûõ ýôôåêòèâíûõ è ïëîäîâèòûõ êîïèðàéòåðîâ Àìåðèêè. Åãî êíèãà "Èñêóññòâî ñîçäàíèÿ ðåêëàìíûõ ïîñëàíèé. «Ñïðàâî÷íèê âûäàþùåãîñÿ àìåðèêàíñêîãî êîïèðàéòåðà» («The Adweek Copywriting Handbook: The Last Master to Writing Great Advertising and Marketing Transcript from One of America’s Crown Copywriters») òàêæå íå ðàç ïåðåèçäàâàëàñü â Ðîññèè.

Èìèäæåâûé êîïèðàéòèíã[ïðàâèòü | âåðòåòü âèêè-òåêñò]
Íàðàâíå ýëåìåíò áðåíäèíãà ðàáîòàåò äëÿ îòñðî÷åííóþ ïðîäàæó — çàêðåïëåíèå îáðàçà òîðãîâîé ìàðêè â ñîçíàíèè ïîòðåáèòåëÿ òîæ ïðîñòî ñóùåñòâî íóæíîãî èìèäæà òîâàðà, óñëóãè, êîìïàíèè, ÷åëîâåêà, èäåè.

Èíôîðìàöèîííûé êîïèðàéòèíã[ïðàâèòü | ðàñïîëàãàòü âèêè-òåêñò]
 ñîâðåìåííîé òðàêòîâêå ïåðåä êîïèðàéòèíãîì òàêæå ïîíèìàþò íàïèñàíèå òåêñòîâ ðàäè âåá-ñàéòîâ ëèáî äàæå ëþáîå íàïèñàíèå òåêñòîâ äëÿ çàêàç. Òàêîå óïîòðåáëåíèå áîëòîâíÿ íå îòðàæåíî â ñëîâàðÿõ[1][2], è ÿâëÿåòñÿ íåòî÷íûì, ÷òîáû è ÷àñòî âñòðå÷àþùèìñÿ. Ïåðåòåêàíèå ñìûñëà ñâÿçàíî ñ òåì, êîòîðûé â ðóññêîì ÿçûêå îòñóòñòâóåò ñëîâàðíûé àíàëîã òåðìèíà «website size writer» — íàèáîëåå ðàñïðîñòðàíåííàÿ êàëüêà — «âåáðàéòåð».

Îêîëî èíôîðìàöèîííûì êîïèðàéòèíãîì, â ÷àñòíîñòè, web-êîïèðàéòèíãîì â ïåðâóþ î÷åðåäü ïîäðàçóìåâàåòñÿ íàïèñàíèå îðèãèíàëüíûõ àâòîðñêèõ òåêñòîâ — îáçîðîâ, àíàëèòèêè, îïèñàíèé òîâàðîâ è óñëóã.  ýòîì ñìûñëå îí ïåðåêëèêàåòñÿ ñ æóðíàëèñòèêîé ñ îäíîé ñòîðîíû è êîïèðàéòèíãîì ïðÿìîãî îòêëèêà — ñ äðóãîé. Åù¸ îäíîé îñîáåííîñòüþ èíôîðìàöèîííîãî êîïèðàéòèíãà äëÿ âåáñàéòîâ ÿâëÿåòñÿ ñïåöèàëüíàÿ ïðèãîòîâëåíèå èëè îïòèìèçàöèÿ — âíåäðåíèå êëþ÷åâûõ ñëîâ è ôðàç ðàäè ïîâûøåíèÿ ðåëåâàíòíîñòè ñ òî÷êè çðåíèÿ ïîèñêîâûõ ñèñòåì. Îáûêíîâåííûé òåðìèí ÷òîáû îáðàáîòàííûõ òàêèì îáðàçîì òåêñòîâ — SEO-êîïèðàéòèíã, îò «SEO — Search Locomotive Optimization».

Êîïèðàéòèíãîì îøèáî÷íî ìîãóò îáðóãàòü òåêñòû, òåõíè÷åñêàÿ óíèêàëüíîñòü êîòîðûõ áëèçêà ê 100 %. ×òîáû îïðåäåëåíèÿ òåõíè÷åñêîé óíèêàëüíîñòè èñïîëüçóåòñÿ àâòîìàòèçèðîâàííîå ÏÎ, ñâåðÿþùåå ôðàãìåíòû òåêñòà ñ àíàëîãè÷íûìè òåêñòàìè, ðàçìåùåííûìè â ñåòè. Ðåçóëüòàòîì èçìåðåíèé ÿâëÿåòñÿ ñõîäñòâî íàéäåííûõ ôðàãìåíòîâ ñ îáùèì îáú¸ìîì òåêñòà — ÷åì áîëüøå ñîâïàäåíèé, òåì áîëüøå âåðîÿòíîñòü òîãî, ñêîëüêî òåêñò ÿâëÿåòñÿ ïëàãèàòîì èíà÷å êîìïèëÿöèåé.

LSi-êîïèðàéòèíã[ïðàâèòü | êíÿæèòü âèêè-òåêñò]
Îñíîâíàÿ ÷àñòü: LSI-êîïèðàéòèíã
LSI-êîïèðàéòèíã ïðåäñòàâëÿåò ñîáîé òàêóþ ìåòîäèêó íàïèñàíèÿ òåêñòîâîãî ìàòåðèàëà, êîòîðàÿ ïîâûøàåò åãî ðåëåâàíòíîñòü ïðèñóòñòâèå àíàëèçå ïîèñêîâûìè ñèñòåìàìè.

 2012 ãîäó êðàåóãîëüíûé èíæåíåð ïîèñêîâîé îïòèìèçàöèè êîìïàíèè Google Ìýòò Êàòò àêöåíòèðîâàë ðîëü åñòåñòâåííîãî êîíòåíòà, öåëåâàÿ êîìíàòà êîòîðîãî — æèâûå ÷åëîâåê, à íå ïîèñêîâûå ðîáîòû.

Ñïóñòÿ ãîä êîðïîðàöèÿ Google çàïóñòèëà àëãîðèòì Êîëèáðè (Hummingbird), êòî ñòàë ïðîïèòàòüñÿ êîíòåíò ñèðå÷ü ñóììà ñëîâ, ñâÿçàííûõ ìåæäó ñîáîé. Ïðîãðàììà àíàëèçèðîâàëà òåêñòû íà ñàéòàõ ñ òî÷êè çðåíèÿ ñîîòâåòñòâèÿ ïîèñêîâûì çàïðîñàì ïîëüçîâàòåëåé è áûëà ñïîñîáíà «ïîíèìàòü» ôîêóñ ñîäåðæèìîãî, ñöåïëåíèå ìåæäó ñëîâàìè.

Ðåäêîñòü LSI-êîïèðàéòèíãà â åãî äâîéñòâåííîé ðîëè: òàêîé òåêñòîâûé ìàòåðèàë íàñûùåí ðåëåâàíòíûìè êëþ÷åâûìè ôðàçàìè è ïîäñòðîåí ïîä òåìàòè÷åñêèå ïîòðåáíîñòè ÷èòàòåëåé.
ïðèåìû êîïèðàéòèíãà
Êîïèðàéòèíã è ðåðàéòèíã[ïðàâèòü | ðóêîâîäèòü âèêè-òåêñò]
Îñíîâíàÿ ñòàòüÿ: Ðåðàéòèíã
Îòëè÷èåì êîïèðàéòèíãà ÷åðåç ðåðàéòèíãà ÿâëÿåòñÿ îðèãèíàëüíîñòü ñòðóêòóðû è ñîäåðæàíèÿ òåêñòà, çàèìñòâîâàíèÿ äîïóñêàþòñÿ ëèøü â öåëÿõ öèòèðîâàíèÿ ëèáî îêîëî èñïîëüçîâàíèè óñòîÿâøåéñÿ òåðìèíîëîãèè, íàïðèìåð, â òåêñòàõ ìåäèöèíñêîé èíà÷å þðèäè÷åñêîé òåìàòèêè, ãäå âîëüíàÿ òðàêòîâêà íåêîòîðûõ òåðìèíîâ íåäîïóñòèìà. Äàííîå ïðàâèëî ñïðàâåäëèâî äëÿ âñåõ âèäîâ êîïèðàéòèíãà, â òîì ÷èñëå è SEO-êîïèðàéòèíãà.

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