Tell me about the Y-type copywriting that has moved us over the years.

When I came to the company in the morning, I suddenly saw two pieces of candy on the table next door. That's it:

Do you really want to try it?

Not long ago, I happened to read the article "X Copywriting and Y Copywriting" written by Professor Li, and we had a good chat.

What impressed you most about the copy?

One,

"Black sesame paste-"

When I was a child, I couldn't sit still when I heard the sound of selling sesame sauce.

A thick fragrance, a ray of warmth, black sesame paste in the south.

This is the first copy that pops up in my mind. I was very young when this advertisement was broadcast on TV. After so many years, it is not an exaggeration to describe all kinds of advertisements I have seen with "as many as stars". Why do I remember them the most?

First of all, it creates a feeling for us.

Many successful advertisements (or copywriting) will poke one of your emotional points. For example, the phrase "sweeter than first love" (an advertisement selling oranges) reminds people of their first love. Another example is "life is like a trip, you don't have to care about the destination, you care about the scenery along the way and the mood of watching the scenery!" Liqun, let the soul travel! "(The advertisement of Liqun Tobacco) takes advantage of people's yearning for the distance.

Back to the advertisement of black sesame paste, create a nostalgic feeling-miss childhood, miss the beautiful things of childhood.

Secondly, it has a story.

A good copy must have a temperature, not a bunch of cold and gorgeous language. When describing, you will see scenes after scenes in your mind-similar or just fictional past.

For example, the phrase "I don't care about eternity, I only care about what I once had" (the advertisement for the iron master watch), which moved us for a long time, may call back 10 thousand experiences in the hearts of 10 thousand viewers. But, to be sure, those are beautiful and regrettable stories.

Second,

In 2007, Song Hye Kyo Beijing endorsed BBK music mobile phone. Presumably, when you hear the light music ring of "Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding ……", you can immediately associate it with BBK brand, right? In contrast, its copy part "perfect sound quality, BBK music mobile phone" is nothing remarkable.

However, I put it here because I want to say that copywriting is not just the art of words. In fact, it is an aesthetic expression that combines music, pictures and videos.

Copywriting is a product. If the best presentation effect is other expressions, what does it matter if the words are second? You said that your mobile phone has good sound quality, so please listen to it. A piece of music is more convincing than a hundred sentences, isn't it?

Third,

The Christmas advertisement of SK-Ⅱ 2065438+07 is a classic. There was no dialogue in the whole process, and there was only one sentence at the end: "Care about what you love and feel with your heart." This is the real meaning of the festival "and a SK-II LOGO.

This advertisement conquered the hearts of thousands of viewers with warm stories and ingenious ideas. However, this also raises a question: since sight and hearing greatly exceed words, is it necessary for words to exist? Will text be replaced by video and audio?

In my opinion, the value of words lies in the function of "making the finishing point".

Without the last sentence of BBK music mobile phone advertisement, then no matter how beautiful the music is, we can't produce meaningful associations (referring to brands).

If the last sentence is removed from SK-II's Christmas advertisement, it will still be impressive. But it's purely an advertisement for selling goods. How can we convey the concepts of "love" and "warmth" of this brand?

I think: in each of us, there are some beautiful copies. Those words, at a certain moment, hit our hearts. Just like seeing the slogan "Every meal is to go home to eat" in the "Go home to eat" APP, it makes us want to cry.

Quiz at the end of the article: Why do you think the two kinds of sugar at the beginning of this article can successfully arouse people's appetite?