Classification and composition of copywriting

There are many kinds of existing copywriting. According to 4A standards, there are generally four types: assistant copywriting (ACW), copywriting (CW), senior copywriting (SCW) and senior copywriting (SCW). Among them, senior copywriting is slightly different from senior copywriting. The former requires copywriting ability, while the latter includes not only copywriting ability, but also many years of experience. Some 4A companies have a position of copywriter (CE), which is generally similar to copywriter's duties and sometimes responsible for special projects. In addition, individual companies are also equipped with the position of Chief Copywriter (CCW), and the basic knowledge of copywriting is rare. Although they don't have leadership skills, some chief copywriters earn more than creative directors. Most domestic advertising companies have a wide range of copywriting, including real estate copywriting, creative copywriting, planning copywriting and brand copywriting.

Copywriting 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.

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.

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.

Advertising copy: advertising copy is to increase consumers' understanding and understanding of products and services with objective facts and specific explanations to convince 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.

Advertising slogan: Slogan is a strategic language, whose purpose is to make consumers master the personality of goods or services and make the spirit of other enterprises in the domain different through repeated and identical performances. 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.

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.