There is an urgent need for advertising copy of any six commodities in the supermarket, with advantages and disadvantages?

advertising copy and requirements!

1. What is an advertising copy

The so-called advertising copy is a form of expressing the content of advertising information by words. Advertising copy can be divided into broad sense and narrow sense. The broad sense of advertising copy refers to the specific expression of the established advertising theme and advertising creativity through advertising language, image and other factors. In a narrow sense, advertising copy refers to the composition of words and words that express advertising information.

advertising copy in a broad sense includes the writing of title, text, slogan and the selection and collocation of advertising image; Advertising copy in a narrow sense includes the writing of title, text and slogan.

second, the requirements and composition of advertising copy

(a) the requirements of advertising copy

1. Accurate specification, pointing out the theme

Accurate specification is the most basic requirement in advertising copy. In order to realize the effective expression of advertising themes and ideas and the effective dissemination of advertising information, it is first required that the language expression in advertising copy is standardized and complete, so as to avoid grammatical errors or incomplete expression.

Secondly, the language used in advertising copy should be accurate to avoid ambiguity or misunderstanding. Third, the language in the advertising copy should conform to the language expression habits, and it is not possible to create words that are unknown to the public. Fourth, the language in advertising copy should be as popular and popular as possible, and avoid using uncommon and over-specialized words.

2. Concise and concise

Advertising copy should be concise and concise in the use of written language.

first of all, we should express the essence of advertising products with as few words and characters as possible, so as to realize effective advertising information dissemination. Secondly, concise advertising copy is helpful to attract the attention of the advertising audience and quickly memorize the advertising content. Third, try to use short sentences to prevent the audience from being disgusted by long sentences.

3. Vivid images and creativity

Vivid images in advertising copy can attract the attention of the audience and stimulate their interest.

Foreign research data show that the percentage of words and images that can attract people's attention is 22% and 78% respectively. Words that can evoke memories are 65% and images are 35%. This requires the use of vivid, novel and unique language, accompanied by certain images.

4. It is fluent and catchy and easy to remember

The advertising copy is the overall idea of the advertisement. For the advertising language which is appealed to the hearing from it, we should pay attention to its beauty, fluency and sweetness, so as to make it easy to identify, remember and spread, thus highlighting the advertising positioning, well expressing the advertising theme and creativity, and producing good advertising effects.

at the same time, we should also avoid excessively pursuing the beauty of language and phonology, ignoring the theme of advertisements, mechanically copying, far-fetched, and harming the meaning because of the text.

(II) Composition of advertising copy

Advertising copy should be composed of advertising title, advertising text, advertising slogan, advertising image and advertising sound.

advertising copy is composed of title, subtitle, advertising text and advertising slogan.

it is the literal expression of advertising content. In advertising design, copywriting is as important as graphics, graphics have the impact of the early stage, 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 lies in attracting people's attention to advertisements, leaving an impression and arousing people's interest in advertisements.

only when the audience is interested in the slogan will they read the text. The design forms of advertising slogans include: intelligence, question and answer, imperative, news, slogan, suggestion and wake-up call. When writing advertising slogans, the language should be concise, easy to understand, easy to remember, clear to convey and novel, and the number of words in a sentence should generally be less than 12 words.

advertising text: advertising text is to increase consumers' understanding and knowledge with objective facts and specific explanations for products and services, so as to convince people.

The writing of advertising text makes the content realistic and easy to understand. No matter what theme style is adopted, we should grasp the main information to describe it, and make it simple and clear.

advertising slogan: the slogan is a strategic language, the purpose of which is to make consumers master the personality of goods or services through repeated and the same performance, so as to make other enterprises in the famous domain have different spirits. This has become an indispensable factor in promoting goods.

The common forms of advertising slogans are association, metaphor, promise, reasoning, praise and imperative. The writing of advertising slogans should be concise, clear, original and interesting, easy to remember, easy to read and catchy.