Advertising copy usually includes four parts: title, body, slogan, and accompanying text. In fact, advertising copy does not necessarily have these four elements. Some will simplify it, and the actual situation must be coordinated with the communication method.

Title

A good title will attract attention, attract the audience, explain the image, lead the audience to the main text of the advertisement, and express the sales message of the advertisement. Surveys show that on average two to four times more people read headlines than read main text. In order to highlight the title, it is necessary to: place the advertising title in the most eye-catching position; express the advertising theme and show obvious and unmistakable benefits and commitments; be novel and unique to attract the attention of the audience.

Text

The main text of the advertisement is the main body of the advertisement copy. It is a detailed explanation of the advertisement title and the theme of the advertisement, and tells all the sales information. Copywriters must strive to use certain skills to break through consumers' psychology, convey information about companies, products, and services, and further explain and confirm the advertising title to arouse readers' interest.

Advertising slogan

Advertising slogan, also known as advertising slogan, is the center of advertising and the finishing touch in advertising works. An advertising slogan is a concise slogan that is used repeatedly over a long period of time to enhance the audience's impression of a company, product or service, and embodies the staged strategy of advertising. It has the following characteristics: It embodies the staged strategy of advertising. Strategy; long-term use in a certain stage; is a slogan; one or two sentences express a complete advertising theme.

Advertising accompanying text

The subsidiary text in the copywriting is generally attached to the main text and is mostly relatively fixed content used to convey the company name, address or contact information. and other content, and make necessary supplements to the main text of the advertisement. The content of the advertising accompanying text usually includes the following parts: brand, company name and logo, company address, contact person, contact method, method of purchasing goods or obtaining services, special logo, special needs description and additional tables.