How to write effective advertising copy

Advertising copy is composed of title, subtitle, advertising text, and advertising slogan. It is the textual expression of advertising content. In advertising design, copywriting is equally important as graphics. Graphics have an early impact, while advertising copywriting has a deeper influence.

Advertising title: It is the theme of the advertising copy and often the focus of the advertising content. Its function is to attract people's attention to the advertisement, leave an impression, and arouse people's interest in the advertisement. Only when the audience is interested in the slogan will they read the text. The design forms of advertising slogans include: information type, question and answer type, imperative type, news type, slogan type, suggestive type, reminder type, etc. When writing advertising slogans, the language should be concise, easy to understand and remember, clear in delivery, novel and unique. The number of words in a sentence should generally be controlled within 12 words.

Advertising subtitle: It is a supplementary part of the advertising plan and has a finishing touch. It is mainly reflected in the supplement to the title and making people feel that what was not understood before will be understood here.

Advertising text: Advertising text uses objective facts and specific descriptions of products and services to increase consumers’ understanding and understanding, and to convince people. When writing advertising text, the content should be realistic and easy to understand. No matter what theme or style is used, the main information must be captured and described in a concise and clear manner.

Advertising slogan: Slogan is strategic language. The purpose is to use repeated and identical expressions to distinguish other corporate spirits and enable consumers to grasp the personality of goods or services. This has become an indispensable element for promoting products. Common forms of advertising slogans: association, metaphor, promise, reasoning, praise, and imperative. When writing advertising slogans, you should pay attention to conciseness, clear language, originality and interest, easy to remember, and easy to read and speak. Requirements for advertising copywriting

1. Accurate specification and clear theme

Accurate specification is the most basic requirement in advertising copywriting. To achieve effective expression of advertising themes and advertising creativity and effective dissemination of advertising information.

First of all, the language expression in the advertising copy is required to be standardized and complete to avoid grammatical errors or incomplete expression. Secondly, the language used in the advertising copy must be accurate to avoid ambiguity or misunderstanding. Third, the language in the advertising copy must conform to language expression habits and cannot be copied mechanically or create unknown vocabulary yourself. Fourth, the language in advertising copy should be as popular and popular as possible, and avoid using unfamiliar and overly professional words.

2． Be concise, concise and concise

Advertising copy should be concise, concise and summarized in the use of text and language. First of all, it is necessary to express the essence of the advertising product in as few words and words as possible to achieve effective dissemination of advertising information. Secondly, concise and concise advertising copy can help attract the attention of advertising audiences and quickly remember the advertising content. Third, try to use short sentences to prevent the audience from being disgusted by long sentences.

3. Vivid images, express creativity

Vivid images in advertising copy can attract the audience's attention and stimulate their interest. Foreign research data shows that: the percentages of text and images that can attract people's attention are 22% and 78% respectively; the text that can evoke memory is 65% and the image is 35%. This requires using lively, novel and unique language when creating copywriting, and at the same time supplementing it with certain images.

4. Pleasant, smooth, catchy and easy to remember

Advertising copy is the overall concept of the advertisement. For the advertising language that appeals to the auditory, attention should be paid to being beautiful, smooth and catchy, so that it is easy to recognize, remember and remember. Communication, thereby highlighting the advertising positioning, well expressing the advertising theme and advertising creativity, and producing good advertising effects. At the same time, we should also avoid excessive pursuit of language and phonological beauty, while neglecting the theme of the advertisement, copying it mechanically, being far-fetched, and damaging the meaning because of the text.