How to write advertising copy

Advertising copy consists of title, advertising text, advertising slogan and essay. 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. The following is my knowledge about writing advertising copy, I hope it will help you!

1. First, you should digest the information about the product and the market, and then describe the product in no more than 20-30 words, which should include the features, functions, target consumers and spiritual enjoyment of the product.

2, advertising copy creation and then you have to ask yourself, what should I promise to my consumers? This is very important, if there is no commitment, no one will buy your things. The more specific the commitment, the better. Don't write down promises that you can't believe. What is the guarantee of your promise? You should consider it clearly in the copy.

3, there is a core idea, this core idea is simple, second, it can be extended into a series of advertisements, and third, it is original, which can awaken many indifferent and indifferent consumers. The law of creativity is to extend from the main part of the picture to the sub-main part, and then take into account the secondary part. What do we call the main part of the advertising screen? Composition center? . In print advertisements, the composition center is the best place for visual communication, which is most conducive to directly expressing the contents of advertisements. In visual psychology, it is called:? Visual process? .

Because the design of visual process can not be carried out in isolation, it must be based on the interdependence of composition factors, black and white factors and color factors. Therefore, the relationship among the composition center, the black-and-white center and the color center of an advertisement is complementary, and sometimes these centers overlap with each other to form a visual center; Sometimes it needs to be staggered, which depends on the content of performance and the need of composing ideas. Therefore, in order to design good advertising works, we must understand the visual characteristics and grasp the visual laws, so that the visual process can reflect ideas, the design can form artistic beauty, conform to the logical laws of the overall rhythm, and better express the specific content that advertising communication needs to convey.

In advertising activities, advertising copy is regarded as advertising activities together with other elements in advertising works? Spokesman? Stand up and talk to the audience. Through its introduction and recommendation, people learn about enterprises, products and services, produce emotional correspondence, and form a choice intention on whether to accept a service. Whether what the spokesman said is true or not largely determines whether the audience can get true and accurate information, whether they can produce corresponding emotions in line with the real state, and whether they can produce correct consumption intentions. So only the advertising copy that conforms to the principle of authenticity is consistent? People-oriented? The concept of advertising. Advertising copy honestly expresses the true advertising information, which is the best service form for the audience.

This purpose is mediated by the publication of advertising works composed of advertising copy. Advertisers promote the functions and characteristics of products with the help of advertising works, hoping to get consumer consumption. This purpose makes the writing of advertising copy completely utilitarian. Once advertisers give up their moral responsibility to consumers for utilitarian purposes, untrue advertising copy will flood the advertising pages, making many consumers suffer for their own purposes. This is very harmful to the real development of economy, the prosperity of advertising market and the satisfaction of consumers' physical and mental needs. In this sense, the principle of authenticity is a powerful deterrent to the possible negative impact on advertising characteristics.

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