How to create great advertising copy

(1) A good advertisement is like a beautiful woman. Her beauty and aura will attract people to like her. Excellent copywriting is like a decent bright shirt, which can show the cultivation and charm of human beings. The creative wit contained in it largely determines consumers' purchasing decisions. When the text/pictures or music in the advertisement create a sympathetic exchange with consumers, our advertising creation can express the charm of the product and generate amazing sales power. Then, many commonplace issues can still be discussed frequently. Questions such as: What makes good copywriting? What are the criteria for good copywriting? How to write good copy? etc. Let us stand on the threshold of the new century and sing old songs new. u is just a can of old wine. Before mentioning advertising copy, I have to talk about the origin of advertising. Many people think that advertising and advertising copy are new things, but in our eyes they are just a can of old wine. Advertising as a form of information transmission appeared when commodities and commodity exchanges were first created. However, due to the constraints of the level of economic development and human communication tools, the functions and forms of early advertisements were very simple. As early as the beginning of the 19th century, the prototype of advertising appeared in Western countries such as Britain, France, and the United States. With the emergence of mass media, people gradually combined ancient advertising techniques with mass media, widely used them in commercial activities, and gradually expanded the function and value of advertising. The emergence of advertising in China also has a long history. The well-known "Three bowls are not enough" in "Water Margin" appeared in the late Northern Song Dynasty as a very high-level signboard advertising copy for a wine shop. But the real advertising research in my country began in the 1920s. During this period, advertising developed considerably. Mainstream foreign advertising techniques flowed into China one after another, and Chinese people also began to focus on the study of advertising. The main works include Xu Baohuang's "Journalism" (published in 1919), Su Shangda's "Advertising" "Outline" (published in 1930), Ding Xinbo's "Advertising" (published in 1933). There was a period after liberation when advertising was considered the tail end of capitalism and was ostracized. Today, with the rapid development of market economy, advertising is everywhere in modern social life. The earliest professional copywriter in the world should be American John Powers. He has been writing advertising copy for more than 30 years and has left many well-known copywriting cases. When the first batch of professional advertising copywriters appeared in China depends on the research of advertising historians, but by the early 1930s, China already had mature advertising companies. "Shenbao" manager Zhang Zhuping, a pioneer of modern Chinese advertising, " "United Advertising Consultants" (later renamed United Advertising Company) is one of them. There were professional copywriters around that time. u Copywriting and the “murderer” behind it Advertising copywriting appeared with the emergence of advertising. Advertising is an information dissemination activity, and dissemination must rely on symbols that can be understood by both the communicator and the target of communication. Advertising works are the ultimate expression of these symbols. The carrier, the language symbol in advertising is the copywriting. Copywriting is not just limited to language and text, but includes all language symbols that can convey information, including language and text. The word "advertising copywriter" comes from the English advertising copy, and the "murderer" behind the copywriting - "copywriter" comes from copy writer. The Chinese word "copywriter" has two explanations in "Cihai". One is "official document files", and the other explanation is "the staff who drafted documents and were in charge of files in the old government offices." This seems to be roughly the same as the current situation where “copywriter” refers to both copywriters and copywriters in advertising works. The mission of copywriting is to form motivations and desires, build trust, and give consumers a reason to choose a certain brand among many brands. In a sense, good advertising copy should be like a "weapon" that can pierce consumers' wallets. And a good copywriter is the "murderer" hiding behind the copy. Therefore, advertising copywriting refuses to be mediocre, and plagiarism is even more taboo. And copywriting is not a pure text work; a copywriter is not a pure text worker - this "murderer" not only needs to have rigorous thinking, broad knowledge, skilled writing skills and the ability to control various styles and styles. The ability to use multiple language styles also requires rich creativity and creative spirit.

As a result, it broke through the routine of rigidly promoting the efficacy of washing powder and used family affection to implant the brand image into the hearts of many consumers. In addition, the Diaopai toothpaste advertisement "New Mother" also contains a very good story of family affection and achieved strong results. Interest in life: Curiosity, leisure, humor and other interests in life contain rich interests, such as enjoying leisurely life, savoring humor, satisfying curiosity, etc. Although they are not emotions, they can arouse positive psychological feelings, such as relaxation, contentment, and comfort. etc., it is easy to infect the target of appeal, so it is also a common method of emotional appeal. The most classic is the film and television advertising copy for the "Discovery" program. Self-concept and expectations: Personality, values, and sense of self-realization use personalized content and style to fully demonstrate the distinct self-concept and expectations of the appeal object, as well as the individual's yearning and pursuit of social image, including personality, values, self-confidence, and pride. , the feeling of self-realization is another important way of perceptual appeal. Li Ning's brand slogan "Everything is possible" and Jianlibao's "Now Popular Season 5" all use this appeal. (3) Combination of emotion and reason The basic idea of ??combining emotion and reason appeal method is: using rational appeal to convey objective information, and using perceptual appeal to trigger the emotional screams of the object of appeal. It can flexibly use various techniques of rational appeal, and can also add various emotional contents of perceptual appeal. The combination of emotion and reason is more commonly used in advertising copywriting and advertising operations, but the premise is that there is a reasonable relationship between the characteristics, functions, actual benefits and emotional content of the product or service. Colgate toothpaste’s series of advertising copy has both rational appeals, demonstrating strong teeth and also putting forward the emotional appeal of “making your teeth stronger”. "Drown three thousand, only take a spoon to drink." When choosing an advertising appeal method, it is not necessary to pursue a certain appeal method that is currently popular. The most important thing is to choose one that suits the characteristics of the product itself. Adherence to principles is also a principle when advertising appeals. (3) How to grasp the four major parts of copywriting. Advertising copywriting uses four parts: slogan, title, body text, and accompanying text to convey different information and play different roles. This model can effectively improve the effect of information transmission and also provide basic ideas for copywriting. Don't be surprised if one or more items may be missing from a certain advertising copy. As long as the copy reaches the set goal, it is good copy, perhaps even better. Copywriters will be ruined if they just stick to the rules. u The first block: Advertising slogan - the brand's iconic symbol and sales promise. Advertising slogans, also known as advertising slogans, topic sentences, and title sentences, are short slogans that are used repeatedly and long-term in advertisements in order to strengthen the appeal target's impression of the brand, enterprise, product, or service. It is based on long-term sales benefits and conveys a long-term concept to consumers. Advertising slogans play a decisive role in advertising operations, and they have established characteristics: (1) Short and powerful slogan statements: If they are not brief, they are not conducive to repetition, memory, and dissemination. (2) Condensed conceptual information: usually the core concepts of products and companies. (3) Long-term and extensive repeated use: It is conducive to continuing the concept of the company and products and continuously deepening the audience's impression. Advertising slogans form a certain style in the long-term development. When writing copy, you can choose different styles according to the characteristics of the company and brand and the content of the advertisement. General statements: Use formal language, ordinary sentence patterns, and a declarative tone. This kind of slogan is not ostentatious, but it can show the calm and confident temperament of the company or brand. For example, Xiamen Electronics' "Technology is people-oriented" poetry: when conveying perceptual information, using a slightly literary language style can better create an atmosphere. "Diamonds last forever, one lasts forever" "It doesn't matter how long it lasts, it only cares about what you once had" Spoken language: The spoken language is lively and vivid, with a clear tone, suitable for lifestyle products, such as "If your teeth are good, your appetite will be good, your body will be great, let's eat it" Some companies' advertising slogans use solemn tones and promotional expressions. This style can highlight the company's boldness. For example, Philip's slogan "Let's do better" is the key to writing slogans: (1) Strive to be concise, concentrate on the essence, and remove unnecessary modifications. (2) Simple and clear, the concept embodied should be single and clear.

However, the content to be written into the main text will not deviate from the following three levels. (1) Focus of appeal: The focus of appeal is the core content of advertising. In corporate image advertising, the focus of appeals is often the company's strengths or performance; in brand image advertising, the appeals focus on brand characteristics; in product advertising, the appeals focus on the characteristics of products or services and the promise of benefits to consumers. ; In promotional advertisements, the focus is on more specific discounts, gifts and other information. (2) Support points or in-depth explanations of the key points of the appeal: The main text must provide more and more comprehensive information to make the key points of the appeal easier to understand and more convincing. If the purpose of advertising is not to convey specific information but to communicate emotions, the emotional content also needs to be developed in depth to increase appeal. (3) Call to action: If the purpose of the advertisement is direct promotion rather than building a brand image, the text must also clearly call for purchase, use, and participation, and explain the methods and benefits of obtaining the goods or services. Appropriate presentation of the text can make the advertisement more persuasive. ★Objective statement: directly develop the appeal in an objective tone without using the mouth of any character. This is the most common method. From a formal point of view, it seems that there is no creativity, but this is not the case. No matter how creative the advertisement is, when it wants to make appeals in the text, it will be expressed in an external form that the appeal target can understand. As long as the copywriter can accurately grasp the creative concept when writing the text, even if it is an objective statement, the power of creativity can be fully exerted. ★Subjective expression: express the appeal in the advertiser's tone, directly expressing what "we" will be or are doing. This approach allows greater freedom in expressing the company's views, attitudes, and efforts toward products or services. But the premise is that there must be a good creative concept. A series of print ads for S&W cans made by the famous American advertising company DDB can be said to be a model of subjective expression. ★Spokesperson style: Speak to the target of appeal in the tone of spokesperson. This is the most common method used in television advertising. Let the spokesperson speak out what he knows about the situation, and the language must be consistent with his identity and personality. ★Monologue: Use the inner monologue of a fictional character or a character in an advertisement to express your appeal. This form does not directly address the object of appeal. The monologuer can recall his own experience, express his views, express emotions, and can have a distinctive emotional color to induce the emotional screams of the object of appeal. ★Dialogue style: appeal through dialogue and interaction between characters in the advertisement. This approach is often used in television commercials. ★Story style: Write the text as a complete story, describe an attractive storyline, let the company, product or service play an important role in the story, and naturally integrate the advertising appeal into the story with common sense logical relationships. This method is often used in print advertising. In the process of writing the main text, some techniques that appear repeatedly in successful advertisements are worth noting, which can be regarded as writing skills. Here is a summary for reference only. A. Tell more unknown facts: People are always particularly interested in new things. There are many little-known materials behind the products. If they are unearthed, they will be excellent subjects. B. Make it as interesting as possible: The longer the text, the more interesting it needs to be. Fresh facts, vivid characters and plots, and irresistible humor can all increase the interest of the text. C. Honest attitude: not only the authenticity when introducing information, but also the form of written expression without rhetoric, rhetoric, whitewashing, or deception. D. Just like vernacular: There is no need to deliberately pursue refinement. Advertising pays attention to practical results. Gorgeous words will keep people away. There are also some advertisements that aim to build an image or simply convey a very clear and easy-to-understand message, with almost no text. This usually requires that the visuals of the ad are good or that the title already conveys the message clearly. u The fourth block: Essay - the final push. The accompanying text, also known as the attachment, is the language or text in the advertisement that conveys basic information such as how to purchase the product or receive the service, and promotes or facilitates the target of the appeal to take action. It usually appears at the end of film and television advertisements or in the corners of printed matter, but it is not optional. It is a supplement to the main text and the final push for advertising appeals.

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