What Is Advertising Copy?
Advertising copy has two meanings: first, the words written for the product that touch the hearts of consumers, and even open the consumer's wallet; An ad copy is made up of a title, body text, ad words, and runes. It is a textual representation of the ad content. In advertising design, copywriting is as important as pattern graphics. Graphics have an early impact, and advertising copy has a deep influence. The writing of advertising copy requires a strong ability to apply writing. At present, the advertising industry has broad and narrow meanings. Advertising copy in the broad sense refers to the entirety of the advertising work, which includes not only the language and text, but also the pictures and other parts. Narrow advertising copy refers only to the language portion of the advertising work.
Advertising proposal
(Advertising text)
- wide
- we
- Generally, the performance characteristics of a series of ad copy are closely related to its writing purpose. The purpose of the series of advertising copywriting is to express in an all-round, multi-angle, whole process and three-dimensionally
- Ad copy text most directly connects with audience
- In advertising
- 1. First, you need to digest the product and market information, and then describe the product with no more than 20-30 words. These 20 words should include the product's features, functions, target consumer groups, and spiritual enjoyment. Content.
- Tight
- The performance of advertising information must come from objective reality
- Ad copy
- Accurately specify the theme
- Accurate specification is the most basic requirement in advertising copy. To achieve effective performance of advertising themes and creative ideas and effective communication of advertising information.
- Firstly, the language expression in the advertisement copy should be complete and complete to avoid grammatical errors or incomplete expressions. Secondly, the language used in advertising copy should be accurate and avoid ambiguity or misunderstanding. Third, the language in the ad copy must conform to the language expression habits, and should not be used rigidly to create vocabulary that is unknown to everyone. Fourth, the language of advertising copy should be as popular and popular as possible, and avoid using cold and overly professional words.
- Concise and concise
- Ad copy should be concise and concise in its use of language. First of all, the essence of advertising products must be expressed in as few languages and words as possible to achieve effective advertising information dissemination. Secondly, concise ad copy helps to attract the attention of the ad audience and quickly remember the content of the ad. Third, try to use short sentences as much as possible to prevent the audience from feeling annoyed by long sentences.
- Vivid image shows creativity
- The vivid image in the ad copy can attract the attention of the audience and stimulate their interest. Foreign research data show that the percentage of text and images that can attract people's attention is 22% and 78% respectively; the text that can evoke memory is 65% and the image is 35%. This requires the use of lively, novel and unique language while copywriting, and the use of certain images to support it.
- Beautiful and smooth, easy to remember
- Advertising copy is the overall idea of advertising. For the advertising language that appeals to hearing, pay attention to the beauty, fluency and sound, so that it is easy to identify, remember and spread.
- Title: Give Your Love
- slogan:
|
- How can copywriters use the various characteristics of speech to serve the purpose of copywriting?
- As a linguistic symbol of the symbol system, it has three properties as a whole: randomness, linearity, and agreement. These characteristics have important links with the writing of advertising copy.
- 1. Language informativeness. For advertising copywriting, verbal communication is mainly about product information. When writing copywriting, on the one hand, we must be good at using these illocutionary meanings to deliver favorable information for products. On the other hand, copywriters also want to avoid potential information that is bad for the product or hurts the emotions of consumers.
- 2. Motivation of speech. In advertising copywriting, the general rational appeal advertisements pay more attention to the motivation of speech. It can be said that the rationale of speech is the externalization and reflection of logical thinking and the prerequisite for the rational appeal of advertising copywriting.
- 3. The emotional nature of speech. In advertising, emotionally appealing copywriting pays more attention to emotional publicity.
- 4. The vitality of speech. Words are always associated with the experience and feelings of individual life. Words can express and participate in human life experiences and life feelings. Copywriters should specifically cultivate their feelings and feelings about language, and quickly perceive and experience with the product, and then express them with appropriate words and sentences.