How to reflect the professionalism of advertising copywriting

Advertising copy is composed of title, subtitle, advertising text, and advertising slogan. It is the textual expression of advertising content. In advertising design, copywriting is equally important as graphics. Graphics have an early impact, while advertising copywriting has a deeper influence. The writing of advertising copy requires strong practical writing skills. At present, there are broad and narrow senses in the advertising industry. Advertising copywriting in a broad sense refers to all advertising works, which includes not only language and text parts, but also pictures and other parts. Advertising copy in a narrow sense only refers to the language and text part of advertising works.

Advertising title: It is the theme of the advertising copy and often the focus of the advertising content. Its function is to attract people's attention to the advertisement, leave an impression, and arouse people's interest in the advertisement. Only when the audience is interested in the slogan will they read the text. The design forms of advertising slogans include: information type, question and answer type, imperative type, news type, slogan type, suggestive type, wake-up type, etc. When writing advertising slogans, the language should be concise, easy to understand and remember, clear in delivery, novel and unique. The number of words in a sentence should generally be controlled within 12 words.

Advertising text: Advertising text uses objective facts and specific descriptions of products and services to increase consumers’ understanding and understanding, and to convince people. When writing advertising text, the content should be realistic and easy to understand. No matter what theme or style is used, the main information must be captured and described in a concise and clear manner.

Advertising slogan: Slogan is strategic language. The purpose is to use repeated and identical expressions to distinguish other corporate spirits and enable consumers to grasp the personality of goods or services. This has become an indispensable element for promoting products. Common forms of advertising slogans: association, metaphor, promise, reasoning, praise, and imperative. When writing advertising slogans, you should pay attention to conciseness, clear language, originality and interest, easy to remember, and easy to read and speak.

We can divide it from different angles according to different standards:

1) By media: newspaper advertising copy, magazine advertising copy, radio advertising copy, TV advertising copy, Online advertising copywriting, outdoor advertising copywriting, and other media advertising copywriting.

2) According to style: narrative advertising copy, argumentative advertising copy, explanatory advertising copy, and literary and artistic advertising copy.

3) Divided by content: consumer goods advertising copy, production materials advertising copy, service and entertainment advertising copy, information industry advertising copy, corporate image advertising copy, and social welfare advertising copy.

4) Divided by appeal: rational appeal advertising copy, emotional appeal advertising copy, emotional and rational advertising copy

As a linguistic symbol of the symbol system, there are three types of language symbols as a whole Nature: randomness, linearity, convention. These characteristics have an important connection with the writing of advertising copy.

1. The informative nature of language. For advertising copywriting, verbal communication mainly conveys product information. When creating copywriting, on the one hand, one must be good at using these implicit meanings to convey favorable information for the product. On the other hand, copywriters must avoid potential information that is detrimental to the product or hurts consumers' emotions.

2. The rationality of speech. In advertising copywriting, generally rational appeal-type advertisements pay more attention to the rationality of language. It can be said that the rationality of speech is the externalization and embodiment of logical thinking, and is a prerequisite for the rational appeal of advertising copywriting.

3. The emotional nature of speech. In advertising, emotional appeal-type advertising copy pays more attention to the promotion of emotion.

4. The vitality of speech. Speech is always connected with the experience and feelings of individual life. Speech can express and participate in people's life experience and life feelings. Copywriters should especially cultivate their own sense and feelings about language and quickly get a "taste" of the product, and then express it with appropriate words and sentences.

When you see this, you will know how it is reflected.