Emotional rendering method of advertising copy, how to design advertising copy

The soul of advertising copywriting art is the product. Its function is to portray the personality (or tone) of the product, infect consumers' emotions, increase consumers' affinity for the product, and induce consumers to purchase. . "When you step on the accelerator, the engine begins to sing; the tires are intimate with the earth and dance with the road; you experience the joy of driving as you move forward. There is no more perfect BMW than this..." This is a print advertisement copy for BMW cars , through short words, human spirituality is injected into automobile machinery, melting the coldness of automobile steel, and at the same time, BMW's personality is also vividly outlined. Let the product move people, this is the art of copywriting. Primitive humanity is the central point of infection. Advertising text embodies human spirit and thinking, and the image reflects the connotation of advertising. It is another art form different from music and dance, and is a carrier of commodity art and humanization. It can be said that advertising copy without human emotions is like a skeleton without flesh and blood, which is repellent to people thousands of miles away. Advertising guru Hopkins once said: Whenever possible, I will add something humanistic to my advertising... The key to whether advertising copy can mobilize people's deep emotional experience lies in whether it can move people with the most primitive emotions. people. Summarizing past experience, there are mainly the following ways for advertising copy to infect emotions: 1. Emotional people. It can be direct and lyrical, subtle and tactful, or it can be simple and natural, sincere and sincere, or it can be concise and expressive, euphemistic and moving. For example: Confucius’ wine makes people homesick; drops of fragrance are fragrant, and the taste is still lingering; good things should be shared with good friends; 2. Attract people with fun and humor. For example: Maugham, the famous British novelist, lived a very hard life before he became famous. In order to get money for his articles, after finishing the manuscript, he published a "marriage advertisement" in major newspapers and periodicals: I like music and sports, and I am a young and mature man. A rich man hopes to marry a woman who is exactly like the heroine in Maugham's novel. A few days later, the entire London bookstore sold out of Maugham's novels. As Diderot said: "Extensive intelligence, rich imagination, active mind, this is humor." Modern people like humor, so advertising slogans often contain humor. 3. Show others reason. The manuscripts contain philosophy or profound meanings, some are concise and concise, short but sentimental, and some are thought-provoking and imply Zen ideas. For example: science and technology are people-oriented, and science and technology regard health as beauty. Diamonds are forever, one will last forever. 4. Convince others with power. Confidence, strength, majestic spirit, generous words, novelty in the strength, surprises in the boldness, stirring people's hearts. For example: there must be a road before the car reaches the mountain, and if there is a road, there will be a Toyota car; when the sun rises, our love will last forever; China HP, a better way; in the vast world, there are many benefits, but HP is the only one; as time goes by, Day and night, there is only HP; everywhere in the world, there is only HP; there is no best, only better.