What are the functions of copywriting?

Copywriting generally refers to the occupation of advertising companies or enterprise planning departments engaged in writing work, such as advertising copywriting: film and television advertising scripts, newspaper advertisements, leaflets and other corporate copywriting: corporate propaganda, news propaganda, image propaganda and so on. Generally, copywriting and planning are separated, but sometimes copywriting will also do some activity planning and news planning, which will be focused according to the company's situation. Advertising copy consists of title, subtitle, advertising text and advertising slogan. It is a literal expression of advertising content. In advertising design, copywriting is as important as graphics, graphics have early influence, and advertising copywriting has a deep influence. Advertising title: it is the theme of advertising copy and often the focus of advertising content. Its function is to attract people's attention to advertising, leave an impression and arouse people's interest in advertising. Only when the audience is interested in the slogan will they read the text. The design forms of advertising slogans are: information, questions and answers, imperative sentences, news, slogans, suggestions and alarm bells. When writing advertising slogans, the language should be concise, easy to understand, easy to remember, clear and novel, and the number of words in a sentence is generally within 12. Advertising copy: advertising copy is to increase consumers' understanding and understanding of products and services with objective facts and specific explanations to convince people. The writing of advertising copy makes the content true and easy to understand. No matter what theme style is adopted, we should grasp the main information to describe it, and be simple and clear. Advertising slogan: Slogan is a strategic language, whose purpose is to make consumers master the personality of goods or services and make the spirit of other enterprises in the domain different through repeated and identical performances. This has become an indispensable factor in commodity promotion. The common forms of advertising slogans are association, metaphor, promise, reasoning, praise and command. The writing of advertising slogans should be concise, novel and interesting, easy to remember, easy to read and catchy. In advertising companies, the workflow of copywriting is generally like this: customer demand information (business information is coming)-specific direction communication (general communication with customers about advertising content and direction)-writing a manuscript (according to the comprehensive results of customer types, needs and communication opinions, writing a copy according to certain skills)-handing it over to the design department (the manuscript is finally handed over to the design department, and the design department is responsible for visual presentation)-giving the customer a proposal.

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