1. Ask for a creative copy of an advertisement
1. The writing of an advertisement copy generally requires three components: 1. You must know what you are talking about.
in order to be informative-not to mention persuasive-you must know how to assemble cars, how to cut chicken, how surfactants work, what people will encounter in foreign countries, how refineries refine oil, and so on. Without this knowledge, you are doomed to live more and more on adjectives-only mistakes.
2. Be sure to remember who is talking. Image, personality, intonation, texture and even personality-these words can be used interchangeably.
But no matter what adjectives we call them, they must be obvious, prominent and consistent. It's even more important to be friendly, feel close, and be accepted.
Copywriters who want to put the company or-God forbid-their own characteristics into the customer's copywriting should pay the price of losing their jobs. The severance pay is his writing hand.
3. You must know who you are talking to (or, better yet, who you are talking to). It may be difficult to do this well. The classification of "men aged 18-34" and "household income above 1.2 million yuan" is not only useless, but also has destructive effects.
you may really have to go to the ghost of the consumer forum (remember to buy a round-trip ticket without making a reservation first). The best strategy is to create your own consumer, hide him well, and the actual things in life will not bother you.
at the same time, remember that your consumers (even those you created) are probably smarter and more alert than you. Advertising comes from life and is used in life.
So a good advertising copy should be found in life, and inspiration in life is essential. Fake product: # # # The theme appeal of women's health care products advertisement: children give gifts to their mothers.
slogan: # # # Give your mother the healthiest love.
Mancill slave men's wear. Brand promotion.
Theme: Exquisite and Brilliant, Home with Heart. Description: Family-loving man, fashion taste.
(real success stories). 2. How to write a Slogan
A slogan is a brand slogan, and knowing it is a brand slogan is the brand's proposition or commitment.
for a long time, cognition was completed through communication and accumulation, which has certain stability and recognition. Generally speaking, brand advertising language is concise, short and refined, and the number of words is controlled at about 7 to 11 words. The appeal direction focuses on the brand's claims, commitments or benefits to consumers.
In advertising language writing, Henan Zhidong will take pen as its strategy in the future, and welcome your inquiry. Here are some wonderful advertising copy: 1 Let the world see your strength.
2 roads without retreat are all extraordinary roads. 3 Life is an adventure.
4 hold the steering wheel in your hand wherever you go. 5 if you live, you will have traces of life.
6 the more you watch, the more you want to see. Where there is a cold winter, someone will light a stove fire.
8 losing is not a shame, but being afraid is a shame. 9 Ordinary changes will change ordinary.
11 I can bear as much praise as I can bear. 3. The case of advertising copywriting
Open a library member with a minimum of 1.27 yuan to view the complete content > Original publisher: Lily lily92 NISSAN car series advertising copy title "So big, smaller is better"-Mohan Hasen car washer "Why are there so many safety devices"-Lin Yuan Shunyuan Shunche Factory "It hurts me badly"-Ofumei Fumei gas station "It makes me uncomfortable"-Xue Dasheng hostile car dealership "Too fast, I don't like it "―― Ye Xiaoqian's 87-year-old Volkswagen Golf advertising copy slogan: World classic hatchback FAW-Volkswagen advertising slogan: A model of car value Title: Like me, Beni feels that the more friends, the better Subtitle: Yes, golf is very life Text: I believe you must also need such a car to record many memorable details in your life. There is plenty of room for the unique fifth door back-opening design to truly suit you, pets and joy. The more, the more interesting. It turns out that golf can be a life, and life can be a masterpiece of golf. Golf at first sight, classic car attachment: Lubaolai car print advertising slogan: driver's car title: running, language between runners Text: he, they, natural athletes.
Run for a living, take running as fun, take running as expression, take running as language, take running as attitude and take running as value. Don't be happy with things, don't be sad with yourself; Ordinary attitude, paramore.
Bora, paramore. Attachment: A brief description of the title of the print advertisement for Volkswagen: 1.12 USD 1 lb Text: A brand-new Volkswagen car is worth 1,595 USD.
it's not as cheap as you heard. If the pounds are equal, the price of a Volkswagen car may exceed any brand of car you can name.
in fact, when you look inside the Volkswagen, you won't be surprised by the price. (The first two sentences completely follow the title's strange calculation method of price. )
Not many cars have a lot of things in their interior like Volkswagen. 4. How to write the advertising copy
How to write the advertising copy will make the audience pay the bill.
Let's just say, write imaginative words. When you write a copy, you should understand that all the words you write to convey your feelings must stimulate people's imagination. 1 will stimulate people's imagination. When Jin Yong wrote about the beauty of the little dragon girl, he used some sentences that can stimulate people's imagination.
"Wearing a white dress like a veil is like being in smoke and fog" and "all white, beautiful and unique in appearance". 2 product copy concretization When writing a copy, avoid adjectives piling up and be sure to concretize it.
In many idioms, there are often figurative descriptions, such as "too many books to read", "between the fingers" and "learning to be rich and getting five cars". When writing a copy, the interests of the product can be conveyed more vividly and accurately by using figurative means.
3 in sharp contrast with competitors, use foil techniques to make the audience understand the information you want to convey more intuitively and vividly, so as to convey it more clearly. For example, to describe a person as tall, the use of foil is "You know Yao Ming, this person is taller than Yao Ming!" This can make the information conveyed more vivid and easy to be intuitively perceived by the audience. 5. how to write an advertising copy for yourself
1. Yili pure milk advertising copy case: advertising copy: no matter how you drink it, it is always not very fragrant! This is unusual, and you will obviously feel it as soon as you drink it.
The solid content of Yili pure milk is as high as over 12.2%, which means that Yili pure milk is more fragrant and delicious, with higher nutritional content! Advertising slogan: Qingqing Prairie Natural Good Milk Advertising Copy: A pack of Yili pure milk a day, your bones will never make this sound for a lifetime. Every 1111 ml of Yili pure milk contains up to 131 ml of milk calcium.
don't underestimate this number, it will be very different from the bones! Advertising slogan: Qingqing Prairie is naturally good for milk. Advertising copy: Drinking clear streams, listening to sweet birds, eating rich grass and breathing fresh air. In such a comfortable and comfortable environment, the milk produced by Yili dairy cows has extraordinary natural quality and better nutrition! Advertising slogan: Appreciation of natural good milk in Qingqing Prairie: These three series of advertisements have no patterns except the brand logo and product packaging in the corner.
In the center of the picture, the elaborate layout and design of Chinese characters are skillfully used, and through a series of onomatopoeic words, the voices of people who can't wait to drink milk are respectively expressed; The sound of broken bones caused by calcium deficiency; And the sound of cows grazing comfortably in a comfortable environment, mobilizing the imagination and association of the audience and forming a visual impact. The advertising copy vividly explains, comments and deepens the main text of the picture, and tells the attractive aroma, pure and exquisite quality, the effect after drinking and its roots of Yili pure milk, which is very convincing and can impress consumers.
is a typical masterpiece with copywriting as its main form of expression. 2. Taitai oral liquid case: advertising text: Don't let the autumn rain get wet, be in a good mood, be in a good mood, and look natural.
Don't let autumn hurt women a little, there is no chloasma, and the face is real. Don't let the autumn wind blow dry the skin. The skin is full of water and looks better.
Don't let autumn night be the beginning of insomnia. You will look better if you sleep well at night. [Comment] Taitai oral liquid series of advertising works successfully shaped the brand image.
The damage to women's skin is derived from the dry autumn, and the product features are brought out in the romantic autumn-caring for women's skin. While women enjoy romance, their skin becomes beautiful. Every advertisement has unity in composition, layout, copy and style, and all parts are very balanced, coordinated, coordinated and ingenious.
The advertising copy focuses on the product features, composition and scheme from four aspects: "Don't let autumn rain get wet in a good mood", "Don't let autumn rain hurt women a little bit", "Don't let autumn wind dry skin water" and "Don't let autumn night become the beginning of insomnia", which successfully promoted the product, and won the bronze prize of national newspaper advertising medicine and health care in 2111. 3. The idea of an alcoholic beverage TV advertisement-a travel guide is taking a few blond foreigners to visit places of interest.
Everyone was listening attentively to the tour guide's explanation, except a foreign boy dressed in embroidered dragon vest, silk shorts, round black cloth shoes and a wine bottle gourd tied to his waist, who was dressed in nondescript China, who was a little absent-minded at the back of the team. Beijing Summer Palace.
Guide: "The Summer Palace is a famous royal garden ..." "Xiang." The foreign boy blurted out.
The guide looked at him in amazement. The young man rolled his eyes and said, "I mean antique."
Xi' an Louguantai. Guide: "Xi 'an Louguantai is the place where I write books ..." "Alcohol."
the young man popped up another sentence. The guide looked at him strangely.
the young man winked: "I mean, it's full of charm." Taihu Lake in Wuxi.
Guide: "Taihu Lake is famous for its beautiful scenery ..." "Sweet." It's that foreign guy again.
The tour guide looked amazed again. The young man made a face: "I mean sweet mountains and honey water."
Shanhaiguan Great Wall. Guide: "Shanhaiguan is the end of the Great Wall ..." "Pie."
this time, the young man looks solemn and respectful. The tour guide teased: "What pie is it this time, chocolate pie? Or strawberry pie? " The young man thought for a moment: "Pie ... is pie."
The tour guide laughed: "Your words are quite accurate." The young man patted the wine gourd at his waist mysteriously for the camera: "Actually, I mean' so-and-so wine'".
2 the creative idea of an alcoholic beverage TV advertisement-image article The rising sun is rising, and a sun is also reflected in the water. The waves rippled and broke a golden wave.
gold letters with the name of the wine appear from the water. Zooming out, a huge golden wine glass is placed on the beacon tower of Shanhaiguan, with a smaller wine name in it.
In the distance, the sea bathed in the morning sun, a rising sun is beating in the sea, and a red sun is flashing in the big glass, which forms a grand picture with the name of the wine. A woman in a red evening dress jumped into the sea from the beacon tower.
A vigorous male voice: "Use the heart of the sea to melt into the sun for your life." LOGO。
3 TV advertising creativity of a Chinese patent medicine-image article-a group of beautiful natural scenery. (Grassland, river, sea, desert, mountains and rivers ...) Voice-over: "We live in nature."
On the TV screen, the weatherman is broadcasting the weather forecast. Botanists measure the leaves of plants in the tropical jungle.
Divers are taking pictures of underwater animals with underwater cameras. The zoologist sent the gorilla back to the big forest and the gorilla turned his head.
the eyes are full of sadness. Voice-over: "We are concerned about nature."
under the scorching sun, people are harvesting wheat. A beam of sunlight.
people sunbathing on the beach. A log cabin in the forest.
In the Arctic, Eskimos wear wide fur hats on their heads. Bamboo rafts are rowing in the green river.
voiceover: "Nature is also caring about us." A leafy tree in Yuan Ye, under which a little girl is taking a lunch break, a leaf slowly floats down, getting bigger and bigger, and finally covers the little girl.
voiceover: "So-and-so (medicine) is the essence of nature's concern." 4. The originality of a TV advertisement for children's food-treasure hunting music.
a piece of green grass covered with light golden yellow. A white ball rolled into the picture, and a little girl in a red sundress ran over and leaned over to hold the ball.
The little hand left the ground with the ball in its arms, and the turf rolled up with the white ball, revealing a dark and ancient stone step leading to the ground. 3231313335323631343132313635333E4B893E5B19E31333239313238 nose and eyes suddenly appeared on the smooth ball. 6. a model essay for advertising copywriting
I like a real estate advertising copywriting: interdependent, the days are warm and sweet to support each other's lives. In every morning and night, no one knows how much sweetness and suffering they have had. Or, no one cares about the present, and the days are getting better. They have more ideas, but their love is getting brighter and brighter. No one will doubt that the afternoon has been sunny. (This is just the advertisement text.) The advertisement copy includes the advertisement title, the advertisement slogan, the advertisement text and the advertisement attachment, which should be complete. There are also different copybooks applicable to different media, so we should create different copybooks according to different media characteristics. Finally, we should create according to products or services, and there is no format. The advertisement is innovative and flexible. I hope you can get a good score! . 7. Appreciation of classic copywriting, how other people's copywriting is refined
Small ways to refine classic copywriting: 1. Before writing copywriting according to positioning, we must first make clear what the product positioning is and who to show it to.
only by grasping the core demands of users and expressing the highlights of products clearly can we attract users to achieve efficient conversion. 2, clear meaning When the copy conforms to the product positioning, then it is necessary to let the audience understand it quickly.
excellent copy can make people grasp the key points in an instant, instead of writing in an obscure and abstract way. 3. Copywriting that produces * * * and produces * * * is the positive emotional feeling when something described in the product is connected with the situation in the audience's memory.
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