How to write advertising copy with examples?

Advertising works generally consist of language parts and non-language parts. The text part includes title, text, slogan, radio and television advertisement commentary, trademark, commodity name, price, enterprise address, etc.

Section 1 Basic concepts of advertising copy

First, the meaning of advertising copy

Advertising copy refers to the language part of advertising works.

Two points should be made clear: first, advertising plan, advertising media plan, advertising budget, etc. It's all advertising application text, not advertising copy. Second, the elements that make up an advertising work, such as pictures, colors, and deformed words, do not belong to the advertising copy.

Advertising copy is the core of advertising works, which can convey advertising information in detail, accurately and directly, and is the main bridge between consumers and enterprises. The expressive force of nonverbal elements in advertising works also needs to be supplemented and strengthened, just as David? Ogilvy said: Advertising is the life of words. Writing advertising copy is an important task for advertising creators.

Second, the composition of advertising copy

The copy of print advertisement usually includes four parts: title, text, advertising slogan and attachment. However, with the innovation of advertising forms, the forms and methods of these parts are also changing.

According to the media, advertising copy can be divided into newspaper advertising copy, radio advertising copy, TV advertising copy, packaging advertising copy, product manuals, leaflets and so on.

Third, the basic requirements of advertising copy writing

The writing of advertising copy is different from the writing of general articles. It does not pursue gorgeous and elegant writing style, but requires that it can form a strong stimulus in an instant, attract consumers' attention, make consumers know, feel, have a strong interest, leave a deep impression, have a strong appeal, and urge consumers to take purchase actions.

catch one's attention

Whether an advertisement can be noticed is the key to realize the advertising effect.

Stimulate interest

Make targeted appeals to target consumers and mobilize their emotions from their needs. Therefore, it is necessary to clarify the target audience of advertisements and understand their needs.

(3) Stimulate desire

Attention should be paid to highlighting the characteristics of commodities, showing the actual benefits and benefits that can be brought to consumers and inducing them.

Strengthen memory

In order to make consumers remember the content of the advertisement, the advertisement copy should be concise, easy to understand and rhythmic, especially the advertisement title, slogan, commodity and enterprise name. , to be eye-catching. You can also set suspense, promote association, carry out multiple stimuli, and deepen the impression of consumers.

(5) Promoting the purchase action

One of the purposes of advertising is to urge consumers to take buying action as soon as possible. Therefore, advertising copy should also pay attention to the content of promotion, such as enjoying discounts and getting gifts.

Fourth, matters needing attention

(a) Capable of producing results

Advertising copywriter John? e？ Kennedy said: Advertising is "sales promotion on paper". The function of advertising is to convey the information of goods or services to consumers. ..