Advertising copywriting work analysis questions.

Just talk about it for reference

One key appeal: the whole milk solid content is as high as 12.2% or more

For consumers: more fragrant, delicious and nutritious

1 Rational appeal in the form of emotional appeal plus suggestive appeal

"To move people with the scene", by creating an idealized and materialized artistic conception of drinking milk, it stimulates the public's sensory system and expresses The language is full of excitement and agitation.

Advertising idea: Using data as an argument, 12.2% (should be the key data value that the product is higher than the general market products) shows that the product is of high quality and high nutrition.< /p>

Advertising slogan: Qingqing Prairie Natural Good Milk

Advertising concept: First, the core product advantage reflects the 12.2% whole milk solid content, and the appeal highlights the taste, better nutrition, and higher emphasis, or in other words Trying to specify the whole milk solid content as the industry standard for consumer purchases, break out of the market from its own advantage, differentiate the product itself from competitors, "Qingqing Prairie" emphasizes the source of milk from the Mongolian grassland, because it is well known that the source of milk from Inner Mongolia is The best and best dairy groups in the country are there. "Natural Good Milk" implies environmental protection, green, no additives, and high quality.

Two main appeal points: 1100 ml contains 130 ml of milk calcium

For consumers: Taking products containing higher milk calcium every day will give you healthier bones or better bone growth

Appeal method: Emotional appeal method to achieve healthy bones in the future Triggered the excitement of consumers' needs. Through simulation, the use of rattling details and the image of skeletal sounds to stimulate consumers' potential needs. Highlight the advantages of the product in core data.

Advertising intention: Highlight the product’s core data advantages. Every 1,100 ml of Yili pure milk contains up to 130 ml of milk calcium. The sound image of curious bones reflects that long-term use of this product can provide healthy development and good condition of bones, thus highlighting the functional effect of high nutritional calcium supplement.

Three main appeal points: milk quality

Consumers: Implying that the high quality of milk sources increases the added value of products

Appeal method: Emotional appeal method uses the "halo effect". The halo effect is a concept in social psychology. It means that if a person is considered to have certain advantages, he is often considered to have many other advantages. If the public thinks that this cow has a good living environment, good mood, good air, then the milk quality should also be good. And it seems that we should also pay part of the price for its elegant life. This implies that consumer products have high emotional attachments. Value. For example: Japan’s high-quality imported beef was grown up with massages and listening to music. In addition to word of mouth, consumers will also think that the product is higher than ordinary market products. And the language uses vivid: "imitation cow" picture (Haha) Express Niu’s comfortable and elegant living environment and high quality of life with vivid and emotional pictures and language.

Actually, I answered 1 and 32 without answering, but I have been out of school for a long time regarding language characteristics. I am not a graduate of a Chinese journalism and communication major, so I will just write it down for your reference

Repeated emphasis on testimonial style: the text form of advertising that expresses advertising information in the language or text of consumers. The characteristics are: appearing in the image of the consumer himself, or standing in the first-person position of the consumer, recording the consumer's experience and evaluation of the product in the advertisement, and in fact providing actual proof of consumption for the characteristics and benefits of the product. It makes the audience feel approachable and credible. It expresses consumers' consumption expectations for commodities and commodity consumption interests, corresponds to consumers' consumption mentality, and reflects the effectiveness of commodities in satisfying consumption. The title should not only express the benefits of product consumption in the minds of consumers (good taste and high nutrition), but also express the promise of benefits that the product can give consumers (high fixed content of whole milk).

The copywriting is easy to understand, colloquial, rhetorical and life-oriented, and the language structure repeatedly emphasizes the key points in attracting people, such as "unusual fragrance! This is extraordinary"

II : Curiosity introduction type, inducing the curiosity of the audience, causing them to have a desire to get to the bottom of the advertisement driven by curiosity. The language is concise, and the sound image of the bones is used to reflect that long-term use of this product can provide healthy bone development and good health. status, thus highlighting the functional effect of high nutritional calcium supplement.

Linguist Crystal once said: "The language of advertising must be carefully considered and summarized." Therefore, if an advertisement does not realize the product it sells, , the purpose of providing services and opinions, the reason is not that the audience did not notice the advertisement, but that the language used in the advertising slogan did not attract the attention of the audience and arouse their interest and desire to purchase the product.

Three:

The copywriting uses "clear streams, sweet birdsong, lush green grass, fresh air." to give fresh, healthy and close to nature characteristics. They say copywriting is for sales. No matter how the copy is sold, it is very interesting. When giving a frank and objective narrative to consumers, the text should be simple and easy to understand, and whether the text still has the same temperament as your brand. Do you give the impression of a refreshing temperament or a cheesy one?

Four

The advertising slogan "Green Prairie Natural Good Milk" has rhythm and rhyme, pursues oblique rhymes, has a relatively fixed number of words and is a short advertising slogan, which is consistent with the memory principle and the audience's psychology. It has a promoting effect on memory. Such language is catchy to read, sounds pleasant to the ears, and gives people a beautiful enjoyment. It will naturally gain people's favor, create a deep impression, shorten the distance between merchants and consumers, and achieve persuasion of consumption. The purpose of the author.

Writing this feels a bit confusing, especially the language. I really don’t understand LZ myself, so I’ll think about it myself