How to write the opening report of flash advertisement

No matter what the title of the advertisement is, you can write it according to the following rules. When you break these rules, you represent a new stage of advertising development ~ ~

Ten Principles of david ogilvy's Advertising Headline Writing

1) In the history of international advertising, it seems that only david ogilvy has put forward a complete set of ideas and principles for the writing principles of advertising headlines. In the chapter "How to write an effective advertising copy" in Confessions of an Advertiser, he talked about ten principles he followed when writing advertising headlines:

1. The title is like the price tag of a commodity. Use it to greet your potential buyers. If you sell color TV sets, you should use the words color TV sets in the title. This can catch the eye of people who want to buy a color TV. If you want your mother to read your advertisement, use the word mother in the title. Don't say anything in the title that will disgust your potential customers.

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Every headline should promise potential buyers that the product will bring them benefits.

3. Always pay attention to adding new information in the title. Because consumers are always looking for new products or new uses of old products or new improvements of old products.

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4. Other words that will produce good results are: how, suddenly, today, right here, latest arrival, major development, improvement, amazing, sensational, great, epoch-making, thrilling, miracle, magic, dedication, quickness, simplicity, demand, challenge, suggestion, truth, comparison, cheapness, quickness, last chance and so on. Adding some emotional words to the topic can play a strengthening role.

5. The number of people who read the advertisement headlines is five times that of people who read the advertisement text. So, at least let these visitors know what brand the advertisement is promoting. This is why the brand name should always be written in the title.

6. Write down your sales promise in the title.

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7. Before the title ends, you should write something attractive and continue reading.

8. Your title must clearly state what you want to say in telegraph style, and the text should be concise and clear. Don't play hide-and-seek with readers.

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The survey shows that it is dangerous to write negative words in the title.

10. Avoid using blind titles with words but no reality.

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2) Dialectically treat the provisions of the Ten Principles.

Among the ten writing principles of advertising headlines, david ogilvy defined the writing content, common words and writing forms of advertising headlines. In the writing of advertising headlines, copywriting can take it as an important reference system to standardize the writing of advertising headlines.

However, david ogilvy's advertising headline writing principle is only a conclusion drawn from the language environment and audience environment he wrote at that time. Therefore,

1, in the writing of advertising headlines, you can refer to his ten principles, but you can't copy them. Because our advertising copy writing basically uses Chinese, in this special communication system and environment of Chinese, how to use Chinese language style appropriately and pertinently is an important issue.

2. The ten principles put forward by david ogilvy are his conclusions based on practical operation, which represent his advertising ideas. But with the development of advertising, some of them are still worth considering. For example, in Articles L, 5, 9 and 10 of the Ten Principles, advertisers have put forward different views in the history of advertising (such as william Bernbach). In specific writing, there are many examples of doing the opposite and actually achieving great success. Therefore, we should observe david ogilvy's advertising headline writing principles from the perspectives of mobility, development and pertinence.