What are the failed advertising copywriting?

1 for example, a copy about how sweet the sweet orange is: sweet makes people move and touches your taste buds.

This kind of copy failed because it was the same as not saying it, and the meaning it conveyed made people feel a little unknown so, like falling into the fog, hazy and incomprehensible.

2. The copy of stereo surround sound seen on the small counter in the electronic market: XXX sound, the ultimate auditory feast.

The reason why this kind of copy failed is that the feeling of the product conveyed by the copy has been promoted to the realm that it should not have, which has caused a gap between the expressive value and the substantive value of the product, and it is easy for the audience to have a mismatch.

This kind of copywriting conveys the product feelings to users, and it is easy to raise expectations too high, thus increasing the probability of unreasonable dissatisfaction with products.

A typical example is the description of beautiful things. For example, many male compatriots describe beautiful women, and most of the copywriting is similar to this: Wow, it's so beautiful that it makes me dream.

The reason why this kind of copywriting failed is that the product value is not in place. After reading this kind of copy, you always feel a little itchy: you say he didn't say it, but you can really feel it. You say he said it, but it's always close.

4. For example, the propaganda copy of an apartment building: a good house, a family of three, which runs in the family.

The reason for the failure of this copy is that the logic is not strict enough, and the necessary research and audit are not carried out on the information results conveyed by the copy, which leads to the side effects of the copy. Give the audience a feeling, even if what you say is right, it makes me feel uncomfortable and strange.

5. shenzhou special car advertisement: I am afraid of black cars.

The reasons for the failure of this kind of copywriting are: in order to attack competitors, expose or even fabricate their own weaknesses, and use this as a threat to intimidate users, so that the audience feels that the pattern is relatively small, which invisibly reduces their brand image and unconsciously creates some grievances for competitors, which greatly reduces the effect of the whole copywriting and even fails to meet expectations.