there are many kinds of existing copywriting. according to the 4A standard, there are generally four types: assistant copywriting (ACW), copywriting (CW), senior copywriting (SCW) and senior copywriting (SCW), among which senior copywriting and senior copywriting are slightly different. the former requires copywriting ability, while the latter includes not only copywriting ability but also years of experience. Some 4A companies have a position of copywriter (CE), which is generally similar to copywriter's duties, and sometimes takes charge of special projects. In addition, some individual companies are also equipped with the position of Chief Copywriter (CCW), and their copywriting skills are rare. Although they do not have leadership skills, some chief copywriters get higher salaries than creative directors. Most domestic advertising companies have a variety of copywriting, including real estate copywriting, creative copywriting, planning copywriting and brand copywriting.

Copywriting consists of a title, a subtitle, an advertisement text and an advertisement slogan. It is the literal expression of advertising content. In advertising design, copywriting is as important as graphics, graphics have the impact of the early stage, 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 lies in attracting people's attention to advertisements, leaving an impression and arousing people's interest in advertisements. 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, news, slogan, suggestion, reminder and so on. When writing advertising slogans, the language should be concise, easy to understand, easy to remember, clear to convey and novel, and the number of words in a sentence should generally be less than 12 words.

advertising subtitle: it is a supplementary part of the advertising scheme and has a finishing touch. It is mainly manifested in the supplement to the title and makes people feel that the previous ones are not understood, and all of them are understood here.

advertising text: advertising text is to increase consumers' understanding and knowledge with objective facts and specific explanations for products and services, so as to convince people. The writing of advertising text makes the content realistic and easy to understand. No matter what theme style is adopted, we should grasp the main information to describe it, and make it simple and clear.

advertising slogan: the slogan is a strategic language, the purpose of which is to make consumers master the personality of goods or services through repeated and the same performance, so as to make other enterprises in the famous domain have different spirits. This has become an indispensable factor in promoting goods. The common forms of advertising slogans are association, metaphor, promise, reasoning, praise and command. The writing of advertising slogans should be concise, clear, original 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 by words. Advertising copy can be divided into broad sense and narrow sense. The broad sense of advertising copy refers to the specific expression of the established advertising theme 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, slogan and the selection and collocation of advertising image; Advertising copy in a narrow sense includes the writing of title, text and slogan.