Section I Basic concepts of advertising copy
First, the meaning of advertising copy
Advertising copy refers to the verbal part of advertising works.
It should be explained. Advertising media plan, advertising budget, etc., is an advertising application, not an advertising copy. Second, elements such as pictures, colors, and deformed words that make up an advertising work do not belong to an advertising copy.
Advertising copy is the core of an advertising work, which can convey advertising information in detail, accurately and directly, and is the main bridge to communicate between consumers and enterprises. The expressive force of non-verbal elements in an advertising work also needs to be supplemented and strengthened. Just like David. Ogilvy said: Advertising is the life of words. Writing advertising copy is an important task for advertising creators.
Second, the composition of advertising copy
Print advertising copy usually includes four parts: title, text, advertising slogan and attachment. However, with the innovation of advertising forms, the forms and methods of these parts are also changing.
According to the media, advertising copy can be divided into four parts. Tv advertising copy, in addition to packaging advertising copy, product brochures, leaflets, etc.
Third, the basic requirements of advertising copy writing
The writing of advertising copy is different from the writing of general articles. It does not pursue the gorgeous and elegant style of words, but requires that it can form strong stimulation in an instant, arouse consumers' attention, make consumers know, feel, have a strong interest, leave a deep impression and have a strong appeal. Urge consumers to take buying action.
(1) Get attention
Whether an advertisement can be noticed is the key to the realization of the advertising effect. Therefore, first of all, it is necessary to catch the eyes and ears of the audience.
(2) Arouse interest
Make targeted appeals to the target consumers, mobilize their emotions from their needs, etc. In this way, it is necessary to clarify the target audience of the advertisement. Understand their needs.
(3) Stimulate desire
Pay attention to the characteristics of goods, indicating the actual benefits and benefits that can be brought to consumers, and induce them.
(4) Strengthen memory
To enable consumers to remember the contents of advertisements, the advertising copy should be concise, easy to understand and rhythmic, especially the advertising title, slogan, commodity and enterprise name, etc. Deepen the impression of consumers.
(5) Promote the purchase action
One of the purposes of advertising is to urge consumers to take the purchase action as soon as possible. Therefore, advertising copy should also pay attention to the promotion content, such as enjoying preferential treatment and getting gifts.
Fourth, precautions
(1) Be effective
John, an expert in advertising copy? E? Kennedy said: Advertising is "sales promotion on paper". The function of advertising is to convey the information of goods or services to consumers. ..