The difference between advertising planning and advertising copy _ the difference between advertising copy and advertising planning copy

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. The writing of advertising copy requires strong applied writing ability. At present, there are broad and narrow definitions in the advertising industry. Advertising copy in a broad sense refers to the whole advertising work, including not only the language part, but also the pictures and other parts. In a narrow sense, advertising copy only refers to the language part of advertising works. 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: intelligence, question and answer, imperative sentences, news, slogans, suggestions, reminders and so on. 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 subtitles: It is a supplementary part of the advertising scheme, which has the function of making the finishing point. It is mainly manifested in the supplement to the topic and makes people feel that they didn't understand the previous one, and all of them are understood here. 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. The so-called advertising copy is a form of expressing the content of advertising information in words. Advertising copy can be divided into broad sense and narrow sense.

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