What Is Advertising Copywriting?

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)

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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.

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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:

Perceptual appeal copy is also called perceptual copy, which is relative to rational appeal. For a long time in the past, there was not much competition between products. Most of the products were in short supply after they were on the market. At this time, rational induction can be a great success, that is, as long as the unique characteristics of the product are advertised in the advertisement. What he seeks is to induce consumers to make purchases from the perspective of conceptualization and rationalization, such as asking consumers to watch which watches are the most punctual and which refrigerators are the most power-efficient in advertisements. However, when the competition in the shopping malls intensified, the production developed rapidly, and the products were quickly replaced with new products. One kind of product appeared, and similar products immediately followed. Therefore, no matter which kind of product is in the market, it cannot guarantee the unique quality and performance. When no one can find a breakthrough in the product itself, the goal is turned to perceptual induction. Perceptual induction does not start from the characteristics of the product itself, but uses the inherent nature of the product, or considers additional emotions to cause consumer recognition, in a very humane way, to stimulate consumers 'emotions and satisfy consumers' self Image needs. Perceptual appeal In advertising copywriting, there are two obvious clues, which are the expression of emotional methods and the content of expressing emotional properties. Emotional expression means that the expression of advertising is emotional and the language shell is emotional, but the content of its expression may contain this rational element. Such as the exaggerated expression of product characteristics. Emotional description of product performance and function, star effect of product, etc. In this way, content and form are closely linked. Common forms include: Exaggerated This kind of manuscript is to use some exaggerated techniques to make the essence of some bland advertising contents or products more exaggerated, and the features are more vivid, and even the abstract concept hidden in the food is visualized. Yida's amazing beauty. For example, Bai Li soap s advertising slogan This year 20, next year 18 seems unreasonable, but essentially reflects the desire of people to promote youth deep inside, not only young people, but even middle-aged and elderly people, for well-known reasons They have lost the most precious years, and they often sigh, if time can go back 10 years, how good it is! And this slogan is spitting out this potential inner call. Exaggeration is a performance art. He is different from what is commonly called distortion and exaggeration of fact. It must be based on real life and constrained by people's feelings about real life, and it must conform to people's psychological state. descriptive Most of these manuscripts vividly and delicately depict and portray the purpose of inspiring consumers' emotions and desires. humorous This copywriting uses relaxed and playful language to attract and maintain consumers 'reading interest and create a relaxed and harmonious atmosphere to deepen consumers' impressions and understanding of advertising products. Humor has two basic characteristics: first, understanding and understanding. This is a manifestation of the author's own ability. The second is fun and makes people laugh. But this kind of laugh is not a purely physical pleasure, not a boring, low-level vulgar concoction, but a useful laugh, a wit laugh, a smile with ideological connotation and artistic charm. Mimicry This copywriting is a form of personification of a company or a commodity, including a static company or a commodity, into a dynamic human being. Not only the image of the product or the firm is more prominent, but also the distance for consumers to recognize the product. Expressing emotional content, this way is not the product of the writing stage, but the product of the creative stage. The content it represents may not be related to the product at all, but a kind of consciousness or idea, and then this kind of consciousness is connected with the idea through the product itself. In this way of expression, the copywriting conveys a certain idea and psychological knowledge in the consumer society, and then attaches this conscious thing to the product. That is, using an emotional flower way of products to cater to people's mental state. The emotions expressed by emotional appeals are usually as follows: Motherly love. This is the most sincere of human emotions. A noble and selfless mother's love is touching, has an irresistible psychological appeal, and can have many empathetic effects. filial piety. This is a sincere return from the children to the parenting grace. It is also a manifestation of human affection. This type of advertising copy often seizes the occasions such as "Mother's Day", "Father's Day", and "New Year's Day". By recalling the love of parents, it is the children's esteem, and the products are more humane. love. Love is the deepest impulse of the human spirit. Including the sincerity, firmness, eternity of love, and the happiness and joy given to it by people. Patriotic conditions. This type of advertising copy is more common in corporate image advertising. In short, the expression of emotional content involves a wide range. In addition to the items listed above, there are also brotherhood, teacher-student relationship, friendship, compassion, and personal pride and satisfaction. As the old saying goes, the person who touches the heart does not have affection. By enriching the human emotion of the product, the commercial taste of the advertisement is diluted and the human charm of the product is increased. Emotional appeal copy in ad copy

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.