Soft text, what do you mean?

Soft text, English advertisement, refers to the "text advertisement" written by the marketing planner of the enterprise or the copywriter of the advertising company, as opposed to the hard advertisement.

Advertising distinction

Soft text generally refers to all the text content including soft text propaganda, which is a big concept that everyone can understand. However, I'm afraid everyone is not very clear about the difference between soft text, copy, advertisement and press release. Of course, these things are originally under the same system. Why should we distinguish them so clearly? I don't want to make a rigid definition and absolute distinction between them, but I hope that everyone should have a clear idea of distinction so that they can be used freely in specific work.

Advertising is a big framework, involving many aspects. Among them, descriptions involving words can be collectively referred to as copywriting. For example, there should be advertising explanatory text next to the advertising picture, which is a copy; The TV advertisement must first write a script, which is a copy; A website should have a slogan, and the slogan is copywriting; The company should have a company profile, which is a copy.

Within the scope of copywriting, a complete propaganda article is what we often call a soft article. Different from advertising language, advertising picture matching, advertising scripts and other scattered forms. A soft article is a complete article (that is, it revolves around a topic in detail, so that readers can get detailed information about this topic). Of course, this article must contain the contents that need to be publicized, such as where the products are good, why the service is great, and what the company does. ...

In addition, within the scope of copywriting, a complete news article is what we often call a press release. Unlike the theme of soft articles, press releases must have news timeliness. Of course, like soft articles, this article usually contains some contents that need to be publicized. This is why we always habitually think: soft text = press release.

Therefore, the distinction between soft articles and press releases depends on whether there are news events in the articles. For example, the content of the article involves: the company's award-winning information, the company's latest activities, major changes in the company's personnel, and the company's performance report. Then these are all press releases; For example, the content of the article involves: company product evaluation, company development planning, company character interview, company model analysis and so on. Then these are all soft texts.

After understanding it clearly, it will be more planned to use it. For example, if you want to write a press release today, you must focus on news events and then mix the propaganda content into the article, instead of putting the cart before the horse. In other words, since you are writing a soft article, you only need to write around your propaganda theme, regardless of whether the article is timely or not.

Soft text type

There are three basic types of soft articles: news soft articles, industry soft articles and user soft articles.

News soft articles: press releases, news reports and media interviews.

Industry soft articles: authoritative argumentation, exchange of views, interviews with people, and factual records.

User-oriented soft articles: comprehensive, promotional, controversial, empirical, informative, narrative, threatening, suspenseful, entertaining, summative, revealing, emotional and so on.