What are the classifications of basic copywriting?

There are many existing copywriter classifications. According to the 4A standards, there are generally four categories: Assistant Copywriter (ACW), Copywriter (CW), Senior Copywriter (SCW), and Senior Copywriter (SCW). Among them A slight difference is between senior copywriters and senior copywriters. The former requires the ability to write copywriting, while the latter requires not only the ability to write copywriting but also years of experience as a copywriter. Some 4A companies have the position of Chief Copywriter (CE), whose duties are generally similar to those of a copywriter, and sometimes responsible for special projects. In addition, some individual companies also have the position of chief copywriter (CCW). Copywriters have very little skill and although they do not have leadership skills, some chief copywriters earn higher salaries than creative directors. Most domestic advertising companies have a wide variety of copywriting, including real estate copywriting, creative copywriting, planning copywriting, brand copywriting, etc.

Copywriting consists 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.

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, reminder type, etc. When writing advertising slogans, the language should be concise and to the point, easy to understand and remember, clearly conveyed, and novel and unique. The number of words in a sentence should generally be controlled within 12 words.

Advertising subtitle: It is a supplementary part of the advertising plan and has a finishing touch. It is mainly reflected in the supplement to the title and making people feel that what was not understood before will be understood here.

Advertising text: Advertising text uses objective facts and specific descriptions of products and services to increase consumers’ understanding and understanding and to convince people. The text of the advertisement should be written so that 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. Advertising slogans often take the form of: 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.

The so-called advertising copy is a form of expression of advertising information content through words. Advertising copy can be divided into broad and narrow senses. Advertising copy in the broad sense refers to the specific expression of the established advertising theme and advertising creativity through advertising language, image and other factors. Advertising copy in a narrow sense refers to the language and text composition that expresses advertising information. Advertising copywriting in the broad sense includes the writing of titles, text, and slogans and the selection and matching of advertising images; advertising copywriting in the narrow sense includes the writing of titles, text, and slogans.