What are the characteristics of advertising copy?

The motivation of advertising copy is to influence the public's psychology, with special emphasis on vividness, concrete image and vividness, so that when the public sees the advertising copy, they are attracted and can't put it down and read it all at once. This is the vividness of advertising copy.

② Commerciality

Advertising copy needs to directly or indirectly serve the promotion of goods, and it has a strong commercial color whether it is advertising theme, advertising artistic conception, theme content or advertising language.

(3) Authenticity

Advertising copy directly affects consumption motivation and involves public interests. In order to protect public interests and create a good corporate image, advertising copy must be concrete and true, respect facts and avoid subjective fiction. Moderate artistic processing is necessary for advertising copy, but it must not lead to misunderstanding of false propaganda.

simplicity

The language of advertising works should be accurate, unpretentious, concise and powerful, which is simplicity. In the creation of advertising copy, we can neither describe things with gorgeous and colorful adjectives, nor express emotions with impassioned sentences, let alone pile up rhetoric and flashiness, but should proceed from reality and strive to be easy to understand, rigorous and clear, and concise.

⑤ uniqueness

The creation of advertising copy must abide by the basic language norms, which is the major premise. On this premise, we should actively tap the rich and colorful potential of language, choose words with rich personality and sentence-making methods, and create unique advertising words.

elegant

Although advertising copy is not poetry and prose, it also emphasizes elegance. This is mainly manifested in two aspects.

First, the artistic conception created by advertising copy is beautiful and can give people a beautiful enjoyment. When the public reads this kind of advertising works, they are often attracted by the artistic conception and plot. It seems that they are not watching advertisements, but enjoying a literary work.

Second, whether the wording of the advertising copy is beautiful. In order to highlight the beautiful image of goods, the words used in advertising copy emphasize artistry, and strive to arouse the public's association with beautiful words and produce the pursuit of beauty.

Once appropriateness

The appropriateness characteristics of advertising copy refer to: first, the content to be reflected conforms to the commodity information, highlights the characteristics of the commodity, and vividly displays the commodity content; Second, we must highlight the brand image; Third, it should be close to consumers' lives and conform to the language habits and reading styles of the target public.