What elements does the content of advertising copy include?

1. What are the elements of advertising copy?

Advertising copy consists of title, subtitle, advertising text and advertising slogan. It is a literal expression of advertising content. In advertising design, copywriting is as important as graphics, graphics have early influence, and advertising copywriting has a deep influence.

1, advertising title: it is the theme of advertising copy and often the focus of advertising content. Its function is to attract people's attention to advertising, leave an impression and arouse people's interest in advertising. Only when the audience is interested in the slogan will they read the text. The design forms of advertising slogans are: intelligence, question and answer, imperative sentences, news, slogans, suggestions, reminders and so on. When writing advertising slogans, the language should be concise, easy to understand, easy to remember, clear and novel, and the number of words in a sentence is generally within 12.

2. Advertising subtitles: It is a supplementary part of the advertising scheme, which has the function of making the finishing point. It is mainly manifested in the supplement to the topic and makes people feel that they didn't understand the previous one, and all of them are understood here.

3. Advertising copy: Advertising copy is to increase consumers' knowledge and understanding with objective facts and specific explanations of products and services, thus convincing people. The writing of advertising copy makes the content true and easy to understand. No matter what theme style is adopted, we should grasp the main information to describe it, and be simple and clear.

4. Advertising slogan: Slogan is a strategic language, whose purpose is to make consumers master the personality of goods or services through repetition and the same performance, so as to distinguish it from the different entrepreneurial spirit of other famous enterprises. This has become an indispensable factor in commodity promotion. The common forms of advertising slogans are association, metaphor, promise, reasoning, praise and command. The writing of advertising slogans should be concise, novel and interesting, easy to remember, easy to read and catchy.

Second, advertising copy

The so-called advertising copy is a form of expressing the content of advertising information in words. Advertising copy can be divided into broad sense and narrow sense. Advertising copy in a broad sense refers to the specific expression of established advertising themes 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, advertising language and the selection and collocation of advertising image; In a narrow sense, advertising copy includes the writing of title, text and advertising language.

Third, the requirements of advertising copy

1. Accurately standardize and point out the theme.

Accurate specification is the most basic requirement in advertising copy. It is necessary to realize the effective expression of advertising themes and creativity and the effective dissemination of advertising information.

First of all, the language expression in advertising copy should be standardized and complete 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 cannot create words that are not known to the public. Fourth, the language in advertising copy should be as popular as possible, and avoid using uncommon and too professional words.

2. Be concise.

Advertising copy should be concise and clear in the use of written language. First of all, the essence of advertising products should be expressed in as few languages and words as possible, so as to achieve effective advertising information dissemination. Secondly, concise advertising copy helps to attract the attention of the advertising audience and quickly remember the advertising content. Third, try to use short sentences to prevent the audience from being disgusted with long sentences.

3. Vivid image and creativity.

Vivid images in advertising copy can attract the audience's attention 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 account for 65%, and images account for 35%. This requires the use of vivid, novel and unique language with certain images.

4. Beautiful and fluent, catchy and easy to remember

Advertising copy is the whole idea of advertising. For the advertising language that appeals to hearing, we should pay attention to its beauty, fluency and beauty, so as to make it easy to identify, remember and spread, thus highlighting the advertising positioning, expressing the advertising theme and advertising creativity well and producing good advertising effects. At the same time, we should also avoid excessively pursuing the beauty of language phonology, ignoring the theme of advertisements, copying mechanically, far-fetched, and harming the meaning because of the text.