What are the basic characteristics of advertising copy?

The motivation of advertising copy is to influence the public's psychology, with special emphasis on vividness, concreteness and vividness, so that the public will be attracted as soon as they see the advertising copy, and they can't put it down and read it at one go. This is the vividness of advertising copy.

(2) Commerciality

Advertising copywriting needs to directly or indirectly serve the promotion of goods, and whether it is advertising theme, advertising artistic conception, theme content or advertising language, it has a strong commercial color.

(3) Authenticity

Advertising copy directly affects consumption motivation and involves public interests. In order to protect public interests and create a good corporate image, advertising copy must be concrete and true, respect facts and avoid subjective fabrication. Moderate artistic processing is necessary for advertising copy, but it must not lead to misunderstanding of false propaganda.

simplicity

The language of advertising works should be accurate, unpretentious, concise and powerful, which is simplicity. In the creation of advertising copy, we can neither describe things with gorgeous and colorful adjectives, nor express our feelings with impassioned sentences, let alone pile up rhetoric and be flashy, but should proceed from reality and strive to be easy to understand, rigorous and clear, and concise.

(5) uniqueness

The creation of advertising copy must abide by the basic language norms, which is the major premise. On this premise, we should actively tap the rich and colorful potential of language, choose words with rich personality and sentence-making methods, and create unique advertising words.

(6) elegance

Although advertising copy is not poetry and prose, it also emphasizes elegance. This is mainly manifested in two aspects.

First, the artistic conception created by advertising copy is beautiful and can give people a beautiful enjoyment. When people read this kind of advertising works, they are often attracted by the artistic conception and plot. It seems that they are enjoying a literary work instead of watching an advertisement.

Second, the wording of the advertising copy is beautiful. In order to highlight the beautiful image of goods, the words used in advertising copy emphasize artistry, and strive to arouse the public's association with the beauty of beautiful words and produce the pursuit of beauty.

(7) appropriateness

The appropriateness characteristics of advertising copy refer to: first, the content to be reflected conforms to the commodity information, highlights the characteristics of the commodity, and vividly displays the commodity content; Second, we must highlight the brand image; Third, it is close to consumers' life and conforms to the language habits and reading styles of the target public.