Collected copywriting cases

1. Yili Pure Milk Advertising Copy Case: Advertising Copy: No matter how you drink it, it always tastes extraordinary! This is unusual, and you can clearly feel it as soon as you drink it. The whole milk solid content of Yili pure milk is as high as 12.2%, which means that Yili pure milk is more fragrant and delicious, and has higher nutritional content! Advertising slogan: Qingqing Prairie Natural Good Milk Advertising copy: One pack of Yili pure milk a day, your bones will never make such a sound in your life. Every 1100 ml of Yili pure milk contains up to 130 ml of milk calcium. Don’t underestimate this number, the bones will look very different! Advertising slogan: Green Prairie Natural Good Milk Advertising copy: Drink the clear stream water, listen to the sweet birdsong, eat the lush green grass, and breathe the fresh air. In such a comfortable and comfortable environment, the milk produced by Yili Dairy Cows is naturally of extraordinary quality and has better nutrition! Advertising slogan: Green Prairie Natural Good Milk Appreciation: These three series of advertisements do not have any graphics except for the brand logo and product packaging in the corner. In the center of the picture, the careful arrangement and design of Chinese characters are cleverly used to express through a series of onomatopoeia the sounds of people impatiently drinking milk; the sound of bones breaking due to calcium deficiency; and the sound of cows sleeping in comfort. The sound of people grazing and chirping happily in the environment mobilizes the imagination and association of the audience, creating a visual impact. The advertising copy also vividly explains, annotates and deepens the main text of the picture, telling the attractive aroma, pure and exquisite quality of Yili pure milk, the effects after drinking and its roots. It is very convincing and able. Impress consumers. It is a typical masterpiece with copywriting as the main form of expression. 2. Taitai Oral Liquid Case: Advertising text: Don’t let the autumn rain get wet, keep you in a good mood, be in a good mood, and look natural. Don't let the autumn bring a little bit of injury to women, there are no chloasma, and the complexion is true. Prevent the autumn wind from drying out the water on your skin. Your skin will be filled with moisture and your complexion will look better. Don’t let autumn night become the beginning of insomnia. Only if you sleep well at night will you look good. [Analysis] Taitai Oral Liquid series of advertising works have successfully shaped the brand image. The dry autumn brings out the damage to women's skin, and the romantic autumn brings out the product's characteristics - caring for women's skin. While women enjoy romance, their skin also becomes beautiful. Each advertisement is unified in terms of composition, layout, copywriting and style, and each part is very balanced, coordinated, coordinated and clever. The advertising copy revolves around the center, starting from "Don't let the autumn rain get wet, good mood", "Don't let the autumn bring a little injury to women", "Don't let the autumn wind dry the water on the skin", "Don't let the autumn night become the beginning of insomnia" "The four aspects of promoting the product features, composition and plan are consistent and serialized, and successfully promote the product. This advertisement won the 2000 National Bronze Award for Newspaper Advertising in the Medicine and Health Care Category. 3. Creative TV commercial for an alcoholic beverage - travel chapter. The tour guide takes several blond and blue-eyed foreigners to visit scenic spots. Everyone was listening to the tour guide's explanation attentively, except for a foreign young man wearing a dragon-embroidered vest, silk shorts, round-mouth black cloth shoes, a wine gourd on his waist, and a nondescript Chinese dress who was a little absent-minded at the back of the team. Summer Palace, Beijing. Tour guide: "The Summer Palace is a famous royal garden..." "Fragrant." The foreign boy blurted out. The tour guide looked at him in surprise. The young man rolled his eyes: "I mean antique." Xi'an Louguantai. Tour guide: "Xi'an Louguantai is the place where I wrote books..." "Chun." The young man said again. The tour guide looked at him strangely. The young man winked: "I mean the charm is strong." Taihu Lake, Wuxi. Tour guide: "Taihu Lake is famous for its beautiful scenery..." "Sweet." It's that foreign guy again. The tour guide looked in surprise again. The young man made a face: "I mean sweet mountains and honey waters." Shanhaiguan Great Wall. Tour guide: "Shanhaiguan is the end of the Great Wall..." "Pai." This time the young man looked solemn and respectful. The tour guide joked: "What kind of 'pie' is it this time? Chocolate pie? Or strawberry pie?" The young man thought for a while: "Pie... it is pie." The tour guide laughed: "Your wording is quite accurate." The young man looked at the camera He patted the wine gourd on his waist mysteriously: "Actually, I meant 'such and such wine'". 2 Creative TV commercial for an alcoholic beverage - Image The rising sun is rising in the east, and a sun is also reflected in the water. The waves rippled, breaking up a golden wave. Gold letters with the name of the wine emerged from the water. The camera zooms out, and a huge golden wine glass is placed on the beacon tower of Shanhaiguan. In the glass is the name of the wine that has become smaller. In the distance is the sea bathed in the morning sun. A rising sun dances in the sea water, and a red sun flashes in the big wine glass, which together with the name of the wine form a grand picture. A woman in a red evening gown jumped from the beacon tower into the sea. A rich male voice: "Use the mind of the sea to melt your life into the sun." LOGO. 3. Creative TV advertisement for a certain Chinese patent medicine - image. A set of extremely beautiful natural scenery. (Grasslands, rivers, seas, deserts, mountains...) Voice-over: "We live in nature.

"On the TV screen, the weatherman is broadcasting the weather forecast. The botanist is measuring the leaves of the plants in the tropical forest. The diver is photographing the underwater animals with an underwater camera. The zoologist returns the gorilla to the forest, and the orangutan turns his head . There is a look of reluctance in his eyes. Voice-over: "We are caring about nature. "Under the scorching sun, people are harvesting wheat. A beam of sunshine. People sunbathing on the beach. Log cabins made of logs in the forest. In the Arctic, Eskimos wear large fur hats on their heads. Bamboo rafts in the green river Crossed. Voice-over: “Nature is also concerned about us. "There is a big tree with lush branches in the wilderness. Under the tree, a little girl is taking a lunch break. A leaf slowly floats down, getting bigger and bigger, and finally covers the little girl. Voice-over: "So-and-so (medicine), the essence is great. Natural concern. ” 4 The creative idea of ??a certain children’s food TV commercial - the music of the treasure hunt. A piece of green grass plated with a faint golden yellow. A white ball rolled into the screen, and a little girl in a red sundress ran over and leaned over to hug the ball. Little hands hugged As the ball left the ground, the turf rolled up together with the white ball, revealing a dark and ancient stone staircase leading to the ground. A nose and small hands suddenly appeared on the smooth ball, and the ball said mysteriously: "Let's go treasure hunting!" "The silhouette of the little girl walking down the steps with the ball in her arms. The hazy light outlines a somewhat confused look on her face. Voice-over of the ball: "There are gold and silver treasures down there. I know, I'll take you with me. " Broken and gloomy stone walls, stone steps covered with moss. The girl's immature voice-over: "Baby? "A side portrait of the girl, with doubts and fear in her expression. A strong light suddenly shone on the girl's face, casting a brilliant light on her eyes. There was a fork in the tunnel, and there were still ancient steps below. A hole was revealed on one side of the stone wall, and bright sunlight shone through. The girl looked at the steps below, and then turned to the voice of the bright sunshine: "There is a treasure below, down, down." "A faint cheerful voice came from outside the cave entrance. Ball anxiously urged: "Down, down. "The girl stared at the bright light, threw away the ball, and ran towards the sun. The ball rolled into the dark tunnel. Under the sun, on the grass, countless children were dancing happily, and they happily sang the brand's song Name. The little girl quickly ran to the children's food and danced happily with them. The little girl's childlike voice sang with the food: "Healthy so-and-so (food) is a treasure."

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