On this occasion, the absent-minded Jiang made a set of poster advertising copy, telling the story of leaving his hometown once and now. Let's take a look at this set of poster copy:
I used to dream after leaving home, but now I just want to dream for five more minutes.
I used to live away from home, but now I will take two bites in a hurry.
Before leaving home, it was for the rush hour, but now it is for the morning rush hour.
Leaving home, once for poetry and distance, is now stuck in a square of my desk.
I used to leave home for variety, but now I eat very monotonous every day.
I used to leave home for the stars in the sea, but now my eyes are dim.
Leaving home is for the sake of going home, turning long-lost thoughts into a thank you.
Jiang's warm-hearted copywriting lies in its ability to grasp people's mood changes every time, such as the mood of "leaving home" after the Spring Festival, and the contrast between ideal and reality, so that people who leave home will have an emotional voice and enter their hearts.
Judging from the writing techniques of copywriting, Jiang Group's copywriting uses comparative techniques. There is a sharp contrast between the past and the present, showing the mood of people who have left their homes.
In addition, in the selection of pictures, it is also based on pictures from life, such as crowded subways and fast food. Close to life, it looks real, and it can drive the emotions of strangers.
Ye Xiaoyu copywriting, author of "New Media Copywriting and Communication", WeChat official account: Ye Xiaoyu Run Run (talkto520).