Does advertising copy depend on advertising works? Without advertising works, there is no advertising copy.

First, the definition of advertising copy

In print advertising, advertising copy refers to the text part of the work. In radio and television advertisements, advertising copy refers to spoken words and subtitles.

(1) advertising copy with advertising works.

(2) The advertising copy is different from the advertising text.

(3) In print advertisements and radio and television advertisements, the forms of copywriting are different. The copy of print advertisements such as newspapers and periodicals is directly reflected in the text; The copywriting of radio and television advertisements is mainly the characters' words and narration, followed by the subtitles in the form of words.

2. The essential feature of advertising copy writing-effectiveness

3. There are psychology, sociology, marketing, literature, journalism and communication closely related to advertising copy writing.

4. Advertising copy is one of the central contents of advertising activities.

5. The basic quality of advertising copy is creativity.

6. Advertising is a communication process. The core of this process is "what to say" (strategy) and "how to say" (performance)

Seven. Definition of innovation strategy

Creative strategy is a process of sorting out and analyzing the benefits provided by products or services or the solutions to the problems of target consumers, so as to determine the ideas to be conveyed by advertisements.

Eight. The Classic Concept of Creative Strategy

(1) intrinsic stimulation method

Author: Leo Bona

Representative Works: Mung Bean Giant-Harvest in Moonlight

(2) Unique Sales Proposition (usp)

Author: Roth Reeves

Guiding principle: every advertisement must state a proposition to consumers; Claims must be made by competitors that are unable or unwilling; This idea must strongly impress millions of people, that is, attract new customers to use your products.

Representative works: M & amp； M chocolate beans emphasize "only soluble in the mouth, not in the hands."

(3) brand image method

Author: david ogilvy

Definition: Brand is not only the name on the box, but also the things in the box. Brand is the sum of all kinds of feelings, ideas, images, history, feasibility and propaganda words summed up by a company in the market.

Representative works: Marlboro cigarettes

(4) Positioning method

Authors: Jack Trout and AL Ries

Definition: Positioning is to let products enter consumers' hearts and occupy a place through advertisements.

Positioning concept combines brand image and unique sales rhetoric.

(5) the implementation process center of gravity method (impact force)

Author: william Bernbach

He believes that in the process of advertising creation, the executive part of "how to say" can become a process independently and form its own content. Emphasize the importance of consumer emotional participation in advertising performance.

Representative Works: Volkswagen Scarab Car

Nine. The way of appeal in advertising

(1) Emotional appeal: warmth appeal, humor appeal, terror appeal and spokesperson appeal.

(2) Reasonable requirements

(3) the combination of rationality and appeal

Lateral thinking method-the basic method of creative thinking

There is also a vertical way of thinking.

XI。 Special Creativity-Naming

The principle of naming:

(1) reflects the income of products or services.

(2) Being able to make unique associations.

(three) in line with the characteristics of the product or service category

(4) Simple and popular

(5) it can be used for a long time

Twelve. Standard newspaper advertising copy

The standard newspaper advertising copy consists of the following parts: title, text, attachment and advertising slogan.

Advertising headlines mainly play the following roles in advertisements:

(1) stimulates the consumer and instantly arouses his curiosity.

(2) Induce readers to pay more attention to advertising texts.

(3) Point out the target consumers of products or services.

(4) Point out some characteristics of the brand and spread the potential purchasing consciousness.

Soul: Also known as advertising slogan, topic sentence and title sentence, it is a slogan sentence repeatedly used in advertisements for a long time, which is used to strengthen the appeal object's impression of enterprise products and services. Based on long-term sales interests, we will convey a long-term unchanging concept to consumers.

Information dissemination function of advertising slogans: (short answer questions)

(1) Disseminate the basic demands of enterprises or products.

For example: Philips, let's do better! Advertising slogans clarify the spirit and concept of the enterprise.

(2) Establish the concept of consumers.

(3) Repeated reminders constantly deepen the impression.

(4) form long-term impressions and memories.

Advertising slogans at different levels:

Corporate image, brand image, product advantages, service advertising slogan.

Title form:

(1) single title

(2) compound title

(3) the combination of big and small titles

Advertisement title type:

(1) analogy

(2) news style

(3) Question type (question type)

(4) Story style (narrative style)

(5) imperative or imperative or implied

(6) Hanging-inquiry type

Special newspaper advertising structure:

(1) has no title.

(2) There is no text

(3) No slogan

13. At the end of the advertisement:

Sentences (1) should be concise and powerful, and one or two sentences can explain the problem. Don't be such a bitch. Imperative sentences and rhetorical questions can be used in many ways.

(2) The content should be encouraging and inflammatory.

(3) The ending part should generally be summative and suggestive, so as to urge consumers to buy such goods or use such services.

(4) Don't overdo it at the end, and don't have too strong promotion significance. The common practice is to repeat the main benefits of a product or service, or suggest that the target consumers get more information and try it out.

Fourteen. Series of advertising copy writing

Features of a series of advertisements:

Uniqueness of (1) theme

(2) the unity of style

(3) the concentration of advertising

Types of series advertisements:

(1) information consistency type

(2) Information juxtaposition type

(3) information progressive type

15. The greatest advantage of radio advertising is that it gives people a broad imagination.

Elements of radio advertisement: sound, sound effect and music.

The core element of radio advertisement-human voice

Sixteen. Television advertising script

Television advertising scripts generally refer to text scripts. There are various forms, but there are nothing more than two contents: image description and sound description.

The elements of TV advertising: visual elements and auditory elements.

The particularity of TV advertising copy;

(1) special form

(2) Special properties

(3) Special languages

(4) Special structure

Key points of TV advertising copy writing;

The expression forms of TV advertising copy: character language, voice-over, subtitles, advertising songs.

Writing points:

(1) TV advertising copy should be combined with images, and the copy should convey the most important information.

(2) TV advertising copy writing must use montage thinking to narrate, and the language should be intuitive and vivid.

(3) TV advertising copy is to make up for the lack of pictures and deepen the pictures.

(4) TV copywriting should be as little as possible.

(5) The language of TV advertising copy should not pursue its own integrity.

(6) The first sentence or title at the beginning of a TV advertisement has the nature of a title.

Creative forms of TV advertising scripts;

There are three different forms of TV advertising scripts:

(1) Text-based shot segmentation script type

(2) The script types of film literature.

(3) Type of shot script in tabular format

Seventeen. Three writing principles of advertising copy:

Effective principle, creative principle and normative principle.

18. Display skills of advertising copy

Front performance and side contrast

Nineteen. public service announcement

Meaning: It refers to an advertising form (not for profit) that promotes the general public to understand outstanding social problems, influences their views and attitudes on these problems, and changes their behaviors and practices, thus promoting the solution and alleviation of social problems.