Please write an advertising copy for the brand change, including the title, slogan and main text. The word count is more than 200. Bei Kang...

Advertising copy is composed of title, subtitle, advertising text, and advertising slogan. It is the textual expression of advertising content. In advertising design, copywriting and graphics are equally important. 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, wake-up type, etc. When writing advertising slogans, the language should be concise, easy to understand and remember, clear in delivery, novel and unique. The number of words in a sentence should generally be within 12 words. Advertising text: Advertising text uses objective facts and specific descriptions of products and services to increase consumers’ understanding and understanding, and to convince people with their reasoning. When writing advertising text, 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 a 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. Common forms of advertising slogans: 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. Copywriting generally refers to occupations in advertising companies or corporate planning departments that engage in text work, such as: Advertising copywriting: film and television advertising scripts, newspaper ads, flyers, etc. Corporate copywriting: corporate publicity, news publicity, image publicity, etc. Generally, copywriting and planning are separate , but sometimes copywriters will also do work such as event planning and news planning, with different emphasis depending on the company's situation. How to write good newspaper advertising copy? Xu Ronghua Most companies use newspaper media with the long-term goal of building a brand, but at present the most important purpose is to promote product sales. In other words, newspaper advertising is done to sell goods. However, in actual operation, more than 90% of newspaper advertisements are not strong enough, and there are five major flaws. The first is the wrong advertising strategy, the second is the unattractive advertising title, the third is the dull advertising screen, and the fourth is the boring advertising copy. , Fifth, there is no uniformity and continuity in the continuous advertising. What is advertising copy? It is the text that introduces the product and is a method to persuade consumers to buy. I often see creative newspaper advertisements made by 4A companies. The pictures are large, the titles are large, but the text is pitiful. This may work for fast-moving consumer goods such as shampoos and beverages, but for advertising health care products, medicines, hospitals, household appliances, and any new products, this approach seems very "foolish". For creatives, good copywriting must be based on the overall advertising strategy. Then you have to go through 4 arduous steps of creation before the copywriting can be born. There is no best copywriting, only better. Only by constantly pondering, revising, and streamlining can we become better advertising copywriting. Step 1: Explain things clearly in one breath. Use less empty rhetorical techniques and use more metaphors and examples. You must be able to make up stories. You can use sequences, flashbacks, and interludes, but it must be Make things clear. Tell whoever you sell things to. If you are selling kitchenware, you have to stand from the perspective of a housewife. Even if you are a rich man, you still have to understand the psychology of women. . Many people write poems and prose very well, but when it comes to writing advertising copy, they are very rigid. The main reason is that most literary creations are from their own perspective, while copywriting should be written from the perspective of a supermarket shopping guide, as if there is something in front of them. For products, copywriters must use the most concise and to-the-point words to promote the product in the shortest time, so as to make customers purchase. Step 2: Make every sentence enjoyable to read. After things are clearly stated, look back at the text to see if it is very stiff. At this time, you need to modify your text to make it interesting or engaging. For example, to describe a person suffering from a severe cold, when many copywriters write this scene, they usually use words such as tiredness, runny nose, dizziness, etc. to describe it.

And if you replace it with "He was so tired that he didn't even have the strength to sneeze", the reading effect will be very good. In the same way, many people will use the word "urgent" to describe an emergency situation, but if you change it to "like a drowned elephant stepping on the washboard", it will not only be interesting, but also may make people feel that way. A sense of urgency. After all, the "interesting, thrilling, suspense, questions" and other forms of advertising copy will make people read, while the instruction-style and dogmatic text will make people disgusted. Step 3: Let all the nonsense go to hell. Through the above two steps, the copywriting of the newspaper advertisement has taken shape, but it is still not enough. It needs to be streamlined and dead skinned. As long as it feels like nonsense, remove everything. Remember to add some punctuation. The maximum length of a single sentence is no more than 13 words. Some people have made statistics: advertisements with a word count of 150-250 words are most suitable for reading habits. If they are less, they will express unclear meaning, and if they are more, they will be cumbersome and lengthy. When the author was working for ZTE Mobile in 2001, it happened to be that ZTE launched the ZTE E329 mobile phone, which was the lightest and thinnest mobile phone on the market at that time. It weighed about 60 grams and was only 1 mm wide. The newspaper advertising copy created by the author originally had 270 words, and was finally reduced to about 50 words. The finished copy is as follows: Fold the newspaper you are reading in half, and then fold it in half again 6 times. The weight, size, and width. Almost the same as ZTE E329. ZTE E329 is incredibly thin and light. Step 4: Read it aloud to colleagues or clients. When the entire copy comes out, even if you think it is perfect, don’t hand it over in a hurry. Read it aloud to others, so that you can not only find out the imperfections, but also read it aloud to others. Some suggestions from others can also make our copywriting even better. Every time Bai Juyi writes a poem, he reads it to an old woman. Only if the old woman understands it can it be considered a good poem. The same is true for copywriting. Only by constantly listening to other people's opinions will you improve, even if you have been a copywriter for more than 10 years. In the early days, the author worked on a women's anti-wrinkle product. The copywriting part won an advertising award and the market response was quite good. I read it to my colleagues no less than 10 times and revised it far more than 20 times. The excerpt is as follows: Wrinkles are here. In front of a woman, he arrogantly said to her: If you smile, I will climb up to the corner of your mouth without hesitation; if you cry, I will climb up to the corner of your eyes without hesitation; even if you don't cry or smile, But you have to think; as soon as you think, I will crawl on your forehead! The woman thought for a moment and said, "What if I use ICN's plant-based anti-wrinkle cream!" After hearing this, the wrinkles ran away! A newspaper advertisement with a wrong strategy will be in vain no matter how creative the words and pictures are. In the same way, the strategy is very subtle, but when executed, the words and pictures will not attract people to read, and it will be a waste of money. To create a newspaper advertisement for selling goods, advertising strategy, text and pictures are indispensable. If advertising strategy is a metaphor for the brain, then pictures and text are the left and right hands respectively. The left and right hands cooperate tacitly and are uniformly commanded by the brain.