Writing requirements of advertising copy

There are four elements: title, advertising language, text and essay. Give you a few cases for reference.

A. Commercial advertising copy writing

1. Title: My Mini

Slogan: I admit that my roof is not innocent.

3. Zheng Wen: I admit it; I am addicted to self-expression. I have to print patterns on the roof, body and rearview mirror, and I have to engrave my name on the door. I took the initiative to find a self-righteous one from all kinds of rims, and the interior should be arranged according to my wishes from beginning to end.

4. essay: MINI looks forward to your joining!

Creative analysis of advertising copy: English name: MINI

Country: United Kingdom

Creation time: 1959

Group: BMW Group

MINI stands for personality and fashion. The essence of MINI brand reflects the life philosophy pursued by MINI owners and fans: optimism, self-confidence, responsibility, vitality, adventurous spirit and self-expression. In order to express this meaning, the advertising language is written from the owner's own point of view, without spending too much energy on the car itself, which more prominently expresses the essence of MINI!

2. Public service advertising copy writing

1. Title: No smoking

2.slogan: Maybe your fingertips are holding someone else's life!

Text: When you don't know, you are threatening the safety of your family and the people around you, as well as your life and money.

4. Attachment: In 2008, 565,438+0.465,438+0.00 million residents in China died of smoking, accounting for 65,438+0.06% and 65,438+0.04% of the total urban and rural deaths respectively. The potential labor loss caused by smoking is * * 165438. Hospitalization was 6.5438+0.52 million person-times, direct medical expenses were 23.908 billion yuan, and passive smoking led to outpatient visits of 26.5438+0.00 million person-times. For the health of yourself and others, please don't smoke.

Creative analysis of advertising copy: smoking can cause many diseases, and all countries are advocating quitting smoking. The death toll from smoking is 15 times that from war! In order to let people know the harm of smoking, advertisements are written from the harm of smoking to others!

3. Film and television advertising copy writing

1. Title: Audi TT

2. Slogan: subtitle: Audi TT is amazing

3. Text: Subtitles: ⑴ Rolling curve design ⑴ 16 inch wheel ⑴ Extraordinary braking ⑴ Beyond other concepts.

Creative analysis of advertising copy: Audi TT is a concept car. Its stylish appearance, rolling curve design, 16 inch wheels and powerful engine are all fascinating, and its appearance is amazing. In order to express the theme and highlight its uniqueness, its appearance and speed are described emphatically.

Four. Newspaper advertising copy writing

1. Title: Sony Ericsson K9895 hand-selected mobile phone.

2. slogan: capture every wonderful moment of life

3. Zheng Wen: The wonder of life is that every moment is sudden! One minute I'm working hard, and the next I may have traveled around the world. Maybe life is full of changes and surprises. Because of this, every moment is worth recording.

4. Essay: K9895 not only has a slim body, but also has 5 million autofocus cameras and fashionable body design. K9895 records the most beautiful moments and grasps the extraordinary trend of life!

Creative analysis of advertising copy: Sony Ericsson K9895 portable mobile phone is a fashionable mobile phone specially designed for those hipsters who like to take photos with their mobile phones. It can shoot the most beautiful moments in life and keep the moving pictures in their memories. This mobile phone highlights its portable photo function and is aimed at young people!