The components of advertising copy, the characteristics and contents of each part

Advertising copy usually includes four parts: title, text, slogan and essay. In fact, advertising copy does not necessarily have these four elements, and some will be simplified, and the actual situation should be coordinated with the mode of communication.

title

A good title will attract attention, attract the audience, explain the image, lead the audience to the text of the advertisement and show the sales information of the advertisement. According to the survey, on average, people who read headlines are two to four times more than those who read the text. In order to highlight the title, we must: put the advertising title in the most eye-catching position; Express the theme of the advertisement, showing obvious interest and commitment; Novel and strange, attracting the attention of the audience.

main body

The advertisement text is the main body of the advertisement copy, which explains the advertisement title and theme in detail and tells all the sales information. Copywriting must try every means to break through consumers' psychology with certain skills, convey the information of enterprises, commodities and services, and further explain and confirm the advertising headlines, so as to arouse readers' interest.

slogan

Advertising slogan, also known as advertising slogan, is the center of advertising and the finishing touch in advertising works. Advertising slogan is a simple slogan used repeatedly for a long time to strengthen the audience's impression of enterprises, goods or services, which embodies the phased strategy of advertising. It has the following characteristics: it embodies the phased strategy of advertising; Long-term use at a certain stage; It is a slogan statement; One or two sentences express a complete advertising theme.

Advertising articles

Under normal circumstances, the attachments in the copywriting are mostly fixed content, which is used to convey the name, address or contact information of the enterprise and make necessary supplements to the advertising text. The content of advertising copy usually includes the following parts: brand, enterprise name and logo, enterprise address, contact person, contact information, method of purchasing goods or obtaining services, special signs, special needs and additional forms.