Copywriting of promotional films in colleges and universities

1. How to write the most important copy of the image propaganda film, point out the theme, what is the purpose of making this propaganda film, what theme to focus on and what to promote; I remember Rand Media once told me about copywriting.

First of all, you have to confirm the purpose of the corporate promotional film: 1, the development of the enterprise. 2. Analysis and understanding of enterprise products, culture and market customers.

Second, understand the corporate propaganda ideas, such as what do you want to shoot and what advantages does the company have?

The third is the creativity of copywriting. Creativity is the most important. A good copywriter can't meet the needs of customers without angle creativity.

The fourth is the strategy of copywriting script: how long is this promotional film expected to take; Style and rhythm are biased towards self-packaging, fast-paced editing, or sensational route, which should echo the purpose and expected effect; Write out the production cycle and how long the film is expected to be completed;

The general propaganda copy is written like this. I hope I can help you.

2. How should professional advertising copywriters consult the Dictionary of Modern Chinese Advertising Grammar?

A cup is a cup in the eyes of different colors.

A cup has hundreds of pronunciations in the mouths of different nationalities.

Therefore, good design does not need translation, and good copy can only be local!

The right to speak in 4A Office belongs to English, Cantonese and Minnan in Taiwan Province.

The context of China market only belongs to Chinese and dialect slang in Chinese.

Therefore, a good copy must respect the mother tongue, and a copy that relies on foreign self-esteem must be a traitor in the copy.

It is no problem to carry foreign letters with Chinese characters.

The internationalization of copywriting style is inevitable.

Ideology must be modern! Modern! Postmodern!

The local language copy cannot be "local"!

The key is whether what you write is Chinese context and sense of language!

This paper makes some understanding and comments on the grammar of Chinese copywriting.

It is only aimed at the people of China and the domestic market. It's personal, and it's definitely not allowed everywhere!

Wear Ogilvy's, Leo Boehner's, Sun Huxun's or Xu Shunying's glasses, and you will be disappointed!

3. How to write and organize the copy of the special propaganda film planning: First, people-oriented image shooting should organically combine industrialized production with humanized management and service.

If we simply use realistic methods to express the scene, it will appear pale and indifferent, lacking the concern of enterprises for life and people themselves, lacking the sense of social responsibility and higher value pursuit of enterprises. To grasp this point, we should pay attention to people when planning and shooting, put people in the first place, regard people as the core assets of enterprises, regard life as the main body of enterprises, and take pictures of people's leading role in work, people's pleasure and people's happiness in work.

Map the enterprise into a big family, so that customers can be infected and build trust and trust. The second point: reflect the ideas and routines of enterprise propaganda film creation and shooting that are truly divorced from the traditional way.

At present, many corporate promotional films have formed a fixed routine, and a large number of mediocre and fast-food materials have been repeatedly applied. Foreign suits and local jackets are not uncommon.

We should be able to constantly dig up materials from the enterprise itself and reduce the use of other materials, so as to enhance the story of the promotional film and change the rigid expression. Capture some subtle truths with the eyes of discovery, give humanistic care, and make the film have high credibility and appeal.

The third point: set the tone. No matter what the content is, a corporate promotional film must have an overall "tone" throughout. The keynote can be summarized by some adjectives such as "leading in science and technology", "humanized management", "international vision" and "national spirit".

Tone determines the distribution ratio, shooting angle, material organization, dubbing, picture rhythm and so on. e 69 da 5e 887 aa 323 1333532363 1343 133365438。 No matter how long a promotional film with sales force is, customers will have a big impression and overall feeling after reading it. This kind of impression and feeling is what we try to convey to our customers, which is what we call "soul".

If the tone of the promotional film is not clear, it will be chaotic and leave a deep impression on customers. The fourth point: Copywriting (commentary) is the soul of corporate propaganda films. Due to budget constraints and relatively rational communication methods, the artistic creation space of corporate promotional films is relatively limited, and it is impossible to spend huge sums of money to create a strong visual sensory experience like mass consumer goods such as automobile or real estate advertisements, so copywriting plays a very important role.

On the one hand, copywriting embodies strategy, on the other hand, it is connected with image and is at the core. Without a good grasp of the industry and a deep understanding of the enterprise, it is difficult to plan a good copy.

4. Advertising copy writing Daphne advertising copy

Slogan: Just be myself!

Advertising title: Love to walk

Advertising text:

You decide what to wear.

Find your feet and put them on.

Watch and jump while running. . Go your own way.

You will find that all the spaces are your territory.

Nothing can stop you from monopolizing the blue sky.

An accident? Your feet can change your world.

Yes, because walking is your business.

How to get there is up to you.

Of course, also by

You decide what to wear.

Advertising words: learn to believe in yourself!

I am a student of Advertising College ~ This is my homework. I wrote it myself.

I don't know what style of advertising copy you need.

This is the most basic ~ ~ advertising title text essay.

5. The school asked me to write a propaganda draft and how to write a broadcast.

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Stylistic norms of broadcast manuscripts

The broadcast draft is aimed at the audience, so you don't have to write it down, just say it directly. However, if the broadcast manuscript becomes a text, it must stand scrutiny and be tempered. The draft broadcast shall include the following contents:

1. theme. A radio program should first introduce the theme to the audience.

2. section. You can't make a long speech, but you should divide it into several parts and introduce the theme to the audience step by step.

3. Music. Radio programs without music can't attract the attention of listeners. Music should be indicated in general broadcast manuscripts.

4. The language should be beautiful and colloquial.

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"Eight Honors and Eight Disgraces" Propaganda Broadcast Draft

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6. The advertising copy needs at least 0.27 yuan to open a library member to view the full content > Original publisher: 5 12008 Zhu Wei Nestle Coffee: delicious. This is the most familiar slogan and people's favorite slogan.

Simple and meaningful, catchy, because heartfelt words can be blurted out, which is also its classic. So that when Nestle used huge sums of money to collect new advertising words around the world, it found that there was nothing more classic than this sentence, so it was kept forever.

Mai's coffee: Didi is the second largest coffee brand in the world, and Mai's advertising language is a classic of language. Unlike Nestle, McBride has a better sensory experience. Although it is not as straightforward as Nestle, it conforms to the artistic conception when tasting coffee, and at the same time, it closely combines the mellow taste of McBride coffee with the inner feelings, which can also stand the test.

Maxwell Coffee: Good things should be shared with good friends. This is the advertising slogan for Maxwell Coffee to enter the market in Taiwan Province Province. Because Nestle has firmly occupied the market in Taiwan Province Province and the advertising slogan has been deeply rooted in people's hearts, Maxwell had to start with emotion and combine coffee with friendship, which won the recognition of consumers in Taiwan Province Province, so Maxwell successfully entered the coffee market in Taiwan Province Province. When people see Macmillan coffee, they will think of the feeling of sharing it with their friends, which is really good.

M & ampm chocolate: only soluble in the mouth, not in the hands. This is the inspiration of the famous advertising master bernbach, which is a classic and has been passed down to this day. It not only embodies mergers and acquisitions; The unique USP of M chocolate sugar-coated packaging implies that M & amp； M chocolate is so delicious that we don't want to hold it in our hands. Stop.

Dove Chocolate: The classic reason why milk is silky lies in the psychological experience of "silky feeling". Silk is used to describe the delicate and smooth feeling of chocolate. The artistic conception is high enough and the imagination is rich enough.

Make full use of associative feelings and exert the power of language to the extreme. Coca-Cola: forever Coca-Cola, unique and delicious. In the carbonated beverage market, Coca-Cola will always be a pair of others.

7. Ask for an advertisement copy. I like a real estate advertising copy:

Depend on each other, and the days are warm and sweet.

Support each other's lives, every morning and evening, no one knows.

How much sweetness and pain they have experienced.

In other words, nobody cares.

Now, as the days get better, they have more ideas.

But love is getting brighter and brighter

No one will doubt it.

It's sunny this afternoon.

This is just the text of the advertisement.

Advertising copy includes advertising title, advertising slogan, advertising text and advertising attachments, which should be complete.

There are different copywriting for different media, and different copywriting should be created according to different media characteristics.

I hope you can do well in the exam!