How to complete an excellent advertising copy, or how to improve the ability of copy planning

The first part: background analysis and performance strategy.

I. Background analysis

With the increasingly fierce battle for corporate image propaganda films, the popularity of enterprises joining the propaganda ranks is getting higher and higher. Corporate image propaganda films blindly pursue novel expressions and beautiful pictures, and the situation of assimilating fake, big and empty content is becoming more and more serious, which makes the target audience often confused by the unique cultural concept, overall style and strength achievements of enterprises, greatly weakening the publicity effect of corporate image.

Why is this happening?

Most enterprises have limited strength, so they have to avoid reality and make a detour to promote themselves;

Advertisers blindly pursue unconventional effects.

What kind of promotional videos do powerful enterprises need?

In the eyes of the target audience, a promotional film that shows outstanding content, clear structure, reasonable plot, fashion and modernity, can effectively express its own unique cultural concept, business strategy and strength achievements, show the thriving face of the enterprise, and reflect the unlimited development prospects of the enterprise is what the strength enterprise needs.

Second, our advantages.

Wanma Real Estate Group is a subsidiary of Zhejiang Wanma Group, one of the "Top 500 Private Enterprises in China", with the second-class qualification of national real estate development. Its scale and strength can be said to be second to none in the same industry in China.

Therefore, the pragmatic propaganda method that most corporate propaganda films try to avoid is the propaganda advantage of Wanma Real Estate Group.

Third, our starting point.

Based on the above analysis, the starting point and ultimate goal of our enterprise should be how to show outstanding content, clear structure, reasonable plot and modern sense, how to accurately convey the essence of Wanma Group's long history, organizational structure, business strategy, management status, cultural concepts and achievements, show the thriving face of the enterprise and reflect the unlimited prospects for its development.

Fourth, our strategy.

(A) clear plot ideas

In the plot arrangement, we will focus on the main line of "introduction-presentation-prospect", skillfully borrow the corporate slogan, corporate spirit and corporate goals of the group company, and show the introduction, structure, history, business strategy, management status, corporate achievements, cultural concepts, talent team and future prospects of the group company in the film.

(2) Zhang Chi's gentle performance style.

As we all know, film and television works are a comprehensive art composed of language, subtitles, pictures and music, and their performance style is determined by the specific plot content.

Because the plot content of this feature film has a gentle artistic conception in the agitation and a magnificent artistic conception in the stretching, it expresses a kind of atmosphere, broad mind and self-confidence from the enterprise itself. Therefore, in the production process, we will make the overall style of the finished enterprise feature films present a degree of Zhang Chi, which highlights a kind of incitement and appeal in the United States and China.

(c) Modern and fashionable expression techniques

1, "Introduction" section

Combined with the composition and meaning of the logo of Wanma Real Estate Group, this paper first introduces the logo and the font "Wanma Real Estate", and then uses 3d technology to split the logo. The "dot" in the logo has become the rising sun in Ran Ran on the vast grassland, and a group of heroic flying horses are chasing forward against the rising sun, giving people a shocking force to show the great momentum of Wanma Real Estate Group's forge ahead and unremitting pursuit. With exciting music, use the next part to complete the natural transformation.

The subtitle is "quality determines strength", which is not only the slogan of the enterprise, but also cleverly fits the identity of the opening subtitles. It means Wanma Real Estate pays attention to quality, strives for perfection and never stops its enterprise spirit.

The narrative strives for exquisite atmosphere.

2. "Show" section

The transition from the last article to this article begins at a slow pace. Considering the limitation of film length, we should try our best to downplay the development process of the enterprise and focus on the business strategy, management status, enterprise achievements, cultural concepts, talent team and so on. This article is completed by the face and impressive performance of the enterprise, explanatory words and certificates, 3d animation and other technologies.

The contents of the exhibition are classified and explained by subtitles:

Brief introduction of "enterprise brand, strength casting" enterprise

"Deep-rooted, endless": reflect the enterprise structure and the general situation of the project company, and highlight its nationalization.

"Integrity-based, Quality-based": introducing development projects to win awards and honors.

"Develop enterprises and repay the society": it mainly reflects the importance attached to the construction of talents and corporate culture.

It is Wanma's entrepreneurial spirit, which is ingeniously consistent with the content displayed. On the one hand, it implies that Wanma Group is open-minded, attaches importance to absorbing advanced development concepts and management experience at home and abroad, actively explores and innovates in many aspects; On the other hand, we have established a reputation with integrity, attached great importance to uniting subordinate business entities, worked with one heart and one mind, and braved the wind and waves in the fierce market competition to forge ahead.

The narrator requires delicate and convincing words.

3. "Outlook" section

The steed of the headquarters continued to rush to the sun to complete the charge, which strengthened the bearing and intensity of the charge, echoed the connotation of the opening picture, improved the tone and further enhanced the corporate image of the group. Show the blueprint for enterprise development and a better tomorrow.

The subtitle "Dragon Horse Spirit, Create Brilliance Together" is introduced, which is not only the goal of Wanma Enterprise, but also the "prospect" content at the end of the film.

Narrator requires delicate writing, atmosphere and self-confidence.

Part II: Copy of feature films

(1) Introduction

Lens 1: Wanma Real Estate logo is launched from the background.

Background music: Magnificent music starts/slows down gradually.

Subtitle: (bottom of the screen)

Zhejiang wanma group real estate development co., ltd

Scene 2: Switch from the "dot" in the logo to the vast prairie. Ran Ran rises in the morning sun, and a group of spirited flying horses chase each other and run forward against the morning sun.

Background Music: (Weak) Symphony/Continuity

Voice-over: The sun has risen in the new century. At a new historical starting point, a new economic era is moving towards more openness and prosperity at a vigorous pace.

Rush up the hill like a horse, not afraid of bumps; Go into the water like a dragon, without fear of dark waves; Soft and hard merge, light and dark swallow. There are domineering battles and thousands of charms. GAI, full of vitality and keen intelligence, is in full swing. This is the spirit of dragon and horse.

Subtitle: Quality determines spirit.

(B) "Show" part

Lens 3:

Background Music: (Weak) Symphony/Continuity

Voice: Zhejiang Wanma Group Real Estate Development Co., Ltd. is a subsidiary of Zhejiang Wanma Group, one of the top 500 private enterprises in China. Founded in 1995, it has the second-class qualification of national real estate development. The company has seven branches and subsidiaries, including Wanma Group Lin 'an Branch, Wanma Group (Maanshan) Development Co., Ltd., Maanshan Wanma Real Estate Development Co., Ltd., Wuhu Wanma Real Estate Development Co., Ltd., Xianju Wanma Real Estate Development Co., Ltd., Maanshan Wanma Machine Tool Manufacturing Co., Ltd. and Maanshan Wanma Jiada Property Management Co., Ltd. The company has more than 50 employees/kloc-0, of which 70% are college graduates or above. And has a group of experienced young and middle-aged professional and technical personnel with solid stationery, including professors 1 person, 3 senior engineers, senior economists 1 person, and more than 20 engineers, economists and accountants.

Since its establishment, the company has introduced talents, strengthened management and shaped brands in line with the enterprise spirit of "quality determines strength" and the development concept of "building a high-quality life". Always carry out the principle of "winning by quality", learn from advanced real estate development experience at home and abroad, pay attention to the unity of modern building technology and national traditional style, adhere to the concept of "people-oriented" in planning and design, adapt to market demand with the spirit of "innovation and change", and devote ourselves to the development and construction of various fine real estate. After 8 years of hard work, the business involves Hangzhou, Lin 'an, Maanshan, Wuhu, Xianju and other places. The company has developed more than 300,000 square meters of various properties, and has successively developed famous properties in Lin 'an such as Sunshine Garden, New Century Garden, Nanyuan Community and Jinnan New Materials. At present, the projects under development include Biyuan Resettlement Community, Ma 'anshan Biyuntian City Garden, Bixi Lijing, Bigui Villa, Wuhu Senhai City Garden, Xianju Splendid Pearl and so on. Meanwhile, the company is reserving land for development in Shanghai, Jiangsu, Anhui and other cities in the province. It is estimated that after 2003, the company will develop 200,000 square meters of new projects every year.

Subtitle: "Enterprise Brand, Strength Casting"

Lens 4:

Background Music: (Weak) Symphony/Continuity

Dubbing:

Subtitle: "Roots are deep and leaves are flourishing."

Lens 5:

Background Music: (Weak) Symphony/Continuity

Dubbing:

Subtitle: "Enterprise Brand, Strength Casting"

"Integrity-based, Quality-based": introducing development projects to win awards and honors.

Lens 6:

Background Music: (Weak) Symphony/Continuity

Voice-over: "Ambition can be boundless and career can be everywhere, but Mulberry's feelings will always be remembered." Wanma Real Estate has spread all over Hangzhou, Lin 'an, Xianju, Maanshan, Wuhu, Anhui and other places. Where real estate is developed, Wanma people are in the public interest and try their best to help people out. Invested in Wanma Primary School in Lin 'an, and funded out-of-school teenagers and nursing homes in Maanshan. In Lin 'an, actively hold business seminars to promote the economic development of Lin 'an.

Subtitle "Developing Enterprises to Return to Society"

(C) "Outlook" part

Lens 7:

Background music:

Voice-over: Now Wanma's career is in full swing. Only by standing on a brand-new starting line and having higher goals can we succeed. Wanma people will continue to adhere to the development goal of "people-oriented, brand strategy", take "unity and pragmatism, pioneering and innovating, pursuing Excellence" as the enterprise spirit, take the highly cohesive enterprise team as the lofty ambition, and make unremitting efforts to create sky blue, green land, clean water, beautiful home and perfect functions. Create high-quality building products in good faith, and forge ahead courageously for building domestic famous real estate brands!

Subtitle: Dragon and Horse Spirit, Create Brilliance.