Expression techniques for dramatic advertising

The literary composition of advertising is mostly reflected in the copywriting. The drama of the copywriting is mainly reflected in the unexpected facts in the content of the copywriting, the ups and downs of the writing, and the writing is rendered with fresh, interesting, and exaggerated rhetoric. Clever use of positive and negative contrast makes advertising copy full of impact. Positive and negative contrast, ups and downs, unexpected, exaggerating each other, and dramatic, can make the advertisement greatly attract the audience and effectively promote the advertising products.

For example, the advertising copy for anti-skid tires: "On rainy days, I often hear reports of traffic accidents (introducing an example). So I use ×× anti-skid tires." The advertising copy first introduces the negative content "traffic accident". Create a tense and frightening scene of driving on a rainy day to make the advertisement impactful and grab the audience tightly first. Then the positive content "use ×× anti-skid tires" is elaborated to make the positive advertising information easier for the audience to accept. In this way, the advertising copy uses contrast to create a large gap, which dramatically strengthens the impression of the advertising message in the minds of the audience.

Similarly, you can also advertise from a negative perspective to create a dramatic effect. Advertising from the negative side is to use incomplete and ugly information to reflect the positivity and beauty of the advertising message to be conveyed. Use positive and negative contrasting expressions to create waves or plot effects in the advertisement. Metaphor is one of the most powerful means of dramatizing advertising copy. It usually uses novel and appropriate metaphors to express the well-known qualities of the advertised product. For example, the advertising copy of Bessil's laundry detergent: "Bessil's bed that sleeps next to you." The advertisement compares Bessil's laundry detergent to an item that "sleeps close to you." This shows that Bessil Laundry powder is a "green" laundry powder. When washed with it, not only will items have no negative effects, but they will not harm people's skin, so consumers can rest assured. The ad uses clever metaphors to convey a surprising message in the context of the overuse of laundry detergent product advertising.

Advertising copy uses metaphors to spread product information, and the dramatic effect produced is considerable. It can not only render the dramatic effect of the advertisement itself, but also make the advertisement more approachable. Exaggeration itself is a kind of dramatic rendering, dramatic and effective in advertising. It is legal to use amusing exaggeration in advertising copy, but only if it is imaginative and written in a light-hearted or humorous way.

Witty, funny, and exaggerated, it never gets boring. Of course, the exaggeration in advertising copy can be divided into interesting exaggeration and boring exaggeration, such as "cheap and beautiful", "connoisseurs' first choice", "reflection of noble status"...these are boring exaggerations. This kind of advertising copy It's dry and boring, a street shout-out with no drama at all, so it's inevitable advertising failure. There should be room for exaggerated language in advertising copy. For example, instead of saying "China's fresh milk quality is the first", it is said "Yili is the second", etc. Even if the advertising copy sings praises for the advertised product, there is no need to be exaggerated. It is good to leave room and exercise restraint.

The techniques for using advertising copy to turn boredom into drama are always a bit unpredictable and require analysis based on the specific advertising product or advertising theme. In addition, it is also an important issue to use its heat appropriately according to the advertising object. If the technique is right, there will be no dramatic effect if the heat is not well controlled, and vice versa.