How to write advertising copy Method Zhihu Numbers speak

Advertising copy is called advertising text or manuscript.

Section 1 Advertising Copywriting and Theme

1. Principles: Basic principles: Artistry serves practicality; clarify advertising goals, and use artistic means as effectively as possible to achieve the advertising goals , which is a basic principle that applies to all advertising copywriting work. Advertising is a promotional tool, an explanatory text, not a work of art; advertisers are craftsmen, not artists.

1. The Principle of Authenticity: Where Life Is

2. Principle of simplicity: Generally short, but long can also enhance credibility. David said: People’s confidence does not increase much from 100 words to 500 words, but it increases from 500 to 5,000 words. The longest car advertisement is more than 6,000 words long.

3. Principle of popularity: for the majority of consumers, life-oriented language.

4. The principle of effectiveness: fundamental.

2. The theme of the advertisement: retreat, but the most important. It's the heart. Only the subject is invisible and intangible.

(1) Theme understanding

1. Generate: Creative ideas arise from, a priority. Usually precedes inspiration. Unlike inspiration, it is the result of clear abstract thinking and can be modified and improved.

2. Function: core. Metaphor: soul, commander of other elements. The structure is the skeleton. Materials (central goods and other images, data, etc.) are flesh and blood. Dominate other factors; be served by other factors. The theme plays a central role in the article. If the article - advertising copy is a spiritual life created by human beings, then the material - advertising products and other objects are flesh and blood, the structure is the bones, the language is the cells, the expression is the skin, the clues are the veins, and the theme is the soul . The theme is the basic understanding expressed by the author through all the materials.

3. Concept: It is the central understanding that advertisers want to express through all materials.

4. Characteristics:

(1) Objectivity - materials (centered on commodities) are the premise; the object of judgment.

(2) Subjectivity - the author's, each is different;

First, the level of level (five levels): A understanding of characteristics: general, such as good quality products, and Shoes, for example, "Nike shoes are the best sports shoes"; B cultural understanding: such as, "Buyun shoes and Hot Wheels appeared"; C era understanding: characteristics such as "Nike shoes are only owned by those who are ahead of the curve"; D philosophy Recognition: As in "a flying boat heading towards the house". E Aesthetic understanding: such as "Nike makes you a healthy life";)

The second is that the same advertising target has different theme judgments. Nescafe: "It tastes great." It's more scientific, and it's an excuse for women without revealing its psychological reasons. It doesn't say "it makes people hardworking!" It's a cultural understanding: Americans are afraid of "laziness" and a kind of warmth. cultural atmosphere.

(3) Abstraction - conceptual understanding, not feelings. Abstract results. Clearly. essential characteristics. Logical judgment.

(4) Sociality - recipient, popular; it is not the discovery of scientific papers that only a few people understand, but the novel understanding of life.

Star Watch: "In modern society, the punctuality of watches is nonsense."

Charles de Gaulle Watch: high quality and long history of watches.

Instant Carbohydrate: Tastes great. Instead: people who drink instant carbine are hardworking.

5. Write a topic sentence.

It is specifically expressed as a logical judgment sentence (about 7 words according to memory rules). Expression: In one sentence, most of them are advertising slogans

However, the common theme statement in teaching, especially in primary and secondary school teaching, is a routine, "expressed through... and praised..." The formulaic understanding of the theme actually talks about the full text content. The theme is embodied in logical judgment. This judgment should be focused and clear. As the ancients said, a composition should "set up a short sentence to serve as the main point, which is the warning policy of an article", "expand it to tens of thousands of words, and summarize it to one sentence". "The Theory of Guo Qin" records many facts, but they are all linked and restricted by the final theme sentence: "One man committed trouble and seven temples were destroyed, and he died at the hands of others. What is the reason for the laughter of the world? If benevolence and righteousness are not practiced, the offensive and defensive momentum will be different. Also. "The correct way to write a topic is as a judgment sentence with a subject, a predicate and an object. For example, the theme of the literary newsletter "Who is the cutest person" is the sentence "Volunteers are the cutest people."

(2) Proposal of the theme

Determining factors:

1. Advertising decision-making: marketing strategy

2. Product Information Personality: Characteristics. Wahaha's "sex hormone-free"; Jianlibao's "international sports drink"

3. Consumer demand:

The theme is equal to the sum of the above three - too much emphasis, and It is just the necessary scientific prerequisite for the three concepts.

(3) Advertising theme and AIDMA

AIDA formula: ATTENTION, INTEREST, DESIRE, MEMORY, and ACTION.

Striving to achieve the effect of action, one of the manifestations is to use the call at the end: "Hurry up and buy it!"

(4) The position of the theme: core, running through the whole text, guiding the whole text. It is often clearly displayed in the following parts: First, the title, many of which are topics, and some are not topics. The second is the beginning, prompt or display. The third is the middle, emphasizing the theme. The fourth is the ending, repeating the theme.

(4) Relationship

The theme is the advertising slogan, but advertising slogans often use artistic techniques. The theme is sometimes the title.

(5) Theme types of advertising communication:

1 Highlight production technology. Knowledge. 2. Highlight the product status. Cultural carriers and promotions. 3. Highlight aesthetic awareness. Suitable for products with limited practical use but originality. yogurt. 4. Highlight objective quality. Suitable for good products. 5. Highlight the comic spirit. Use the product as an escape from a dilemma or as an alternative to an ideal. 6. Product practical value. It is suitable for daily necessities with limited development potential and no financial and emotional rewards. Laundry powder appliances, etc. 7. Highlight the reputation of the product. Promote new lifestyles. Products become personal symbols recognized by society. 8 Highlight the pleasure of consumption. Non-reality, more subjective, such as perfume, camera, etc. They are all options for adding value to advertising objects.

Section 2 Title

There are four recognized parts of advertising text: title, body text, slogan and accompanying text.

1. Title meaning

1. Nature:

It is the title of the advertisement, used to display the theme of the advertisement and to distinguish between different advertisements. The finishing touch. Windows, flags, showcases. Make people fall in love at first sight. Half of the essay is good.

(1) Position: Mostly before advertising, but also after, such as Sitong corporate image advertising.

(2) The relationship between the title and the theme: one is very close, the other is to express the theme directly. Topic = Title = Tagline. The other is to reflect the theme (reflecting the scope of the content such as the name "Nike shoes"; suggesting symbols such as "Flying Boat"; small part of the clues of the content such as "the shoes worn by Flying Man Lewis". The second is that it generally serves the theme; the third is The title can be changed, but the theme cannot be changed at will.

(3) The ratio of title to content: 5:1. Therefore, it is equal to 70 cents of one dollar.

《 Coca-Cola, true happiness"

"The rising sun, thousands of horses galloping, this is the world of Marlboro"

"Goldlion, the world of men"

"Liang Xinji Toothbrush, never pulls out a hair"

Untitled ads consume 80% of advertising fees

"There is no greater evil than creating untitled ads"

2. Function

(1) The finishing touch - theme content: concise

(2) Stimulating interest:

Shanghai Savings "From Five Cents to One Thousand Yuan"

< p>American road sign "COMING, MOTHER! I'M HUNGRY!" H-O cereal.