The difference between TV advertising copy and print advertising copy

1. The content of the information transmitted is different. Print media uses advertising copy and still images, while airwave media conveys information through sound and moving images. The carrier of print media advertising copy is mainly written language---text, while the carrier of radio wave media advertising copy is mainly oral language, mainly expressed through sound, and of course also includes some text, which mainly appears in the form of subtitles in television media.

2. Different levels of involvement. Print media audiences are highly involved and proactive. Print media is easy to save, and the audience actively seeks information when reading. At the same time, text media requires reinterpretation of information in order to transmit meaning. Therefore, attention is relatively concentrated and rarely distracts attention from other things. Therefore, most print advertisements take copywriting as the core, supplemented by graphic images, to convey product information as clear as possible, so that the audience can easily understand and have the desire to buy. Radio and television are low-involvement media. Due to the transmission characteristics of radio waves, the audience can only passively receive them.

3. Print advertising media uses size as the unit of calculation, while radio wave media uses time as the unit of calculation. Newspapers and magazines use centimeters as the unit of calculation, and radio wave advertisements use seconds as the unit of calculation. Generally speaking, the larger the print advertisement page and the longer the airwave advertisement time, the more expensive the advertising fee will be. The layout size of print advertisements and the length of radio advertisements have a significant impact on the amount and distribution of advertising copy. Therefore, advertising information needs to be effectively transmitted within limited time and space.

1. Print advertising copy

Typesetting of print advertising copy: The title of the print advertising copy is usually arranged in the most prominent position above the full-size advertisement, or second only to the picture, and usually uses a larger font size and eye-catching font; the main text It is generally placed in the center of the page, using smaller font size and easier to read fonts; the accompanying text is generally placed at the bottom or lower right corner of the advertising page, using smaller font size and eye-catching fonts. Advertising slogans are generally accompanied by company or brand name logos. Some are placed at the top of the advertisement, and some are placed above the accompanying text, using a fixed standard font.

How to write the content of print advertising copy? Content generally refers to the main text. The main text follows the title, carries out in-depth persuasion, strives to cultivate consumers' desire to buy, emphasizes creativity and appeal, and shows one's own style.

The writing methods generally include:

1. Objective direct statement

2. Subjective confession style

3. Spokesperson style

4. Monologue style

5. Dialogue style

6. Story style

Objective direct presentation without the help of anyone’s hands, objective reproduction Appeal for information. The subjective expression type makes appeals in the tone of the advertiser, with the meaning of "we", such as "We serve you sincerely..." The spokesperson type speaks to the audience in the tone of the spokesperson, which is a TV advertisement. common way. The monologue uses the inner monologue of a fictional character or a character in an advertisement to make appeals. Dialogue style interacts through character dialogue. Story style is to narrate the main text as a complete story and create an attractive storyline to attract the target of appeal.