advertising copy is composed of title, subtitle, advertising text and advertising slogan. It is the literal expression of advertising content. In advertising design, copywriting is as important as graphics, graphics have the impact of the early stage, and advertising copywriting has a deep influence. Advertising title: it is the theme of advertising copy and often the focus of advertising content. Its function lies in attracting people's attention to advertisements, leaving an impression and arousing people's interest in advertisements. Only when the audience is interested in the slogan will they read the text. The design forms of advertising slogans include: intelligence, question and answer, imperative, news, slogan, suggestion and wake-up call. When writing advertising slogans, the language should be concise, easy to understand, easy to remember, clear to convey and novel, and the number of words in a sentence should generally be within 12 words. Advertising text: advertising text is to increase consumers' understanding and understanding of products and services with objective facts and specific explanations to convince people. The writing of advertising text makes the content realistic and easy to understand. No matter what theme style is adopted, we should grasp the main information to describe it, and make it simple and clear. Advertising slogan: Slogan is a strategic language, the purpose of which is to make consumers master the personality of goods or services through repeated and the same performance, so that the spirit of other enterprises in the famous domain is different. This has become an indispensable factor in promoting goods. The common forms of advertising slogans are association, metaphor, promise, reasoning, praise and command. The writing of advertising slogans should be concise, clear, original and interesting, easy to remember, easy to read and catchy. Copywriting generally refers to the occupation that an advertising company or enterprise planning department is engaged in writing work, such as: advertising copywriting: film and television advertising scripts, newspaper advertisements, leaflets and other corporate copywriting: corporate propaganda, news propaganda, image propaganda and so on. Generally, copywriting and planning are separated, but sometimes copywriting will also do some activities planning and news planning, which will be emphasized according to the company's situation. How to make a good copy of newspaper advertisements? Most enterprises in Yeong-hwa Seo put in newspaper media, the long-term goal is to make brands, but the most urgent purpose at present is to promote the sales of products, that is to say, to sell goods before making newspaper advertisements. However, in the actual operation, more than 91% of newspaper advertisements are not mature enough, and there are five major defects. The first is that the advertising strategy is wrong, the second is that the advertising title is unattractive, the third is that the advertising picture is dull, the fourth is that the advertising copy is boring, and the fifth is that the continuous advertisements are not uniform and persistent. What is an advertising copy? It is the text that introduces the product and the way to induce consumers to buy it. I often see the originality of newspaper advertisements made by 4A company, with big pictures and big titles, but few words. It may be feasible to make fast-moving consumer goods such as shampoo and drinks, but it is very "stupid" to use it when advertising health care products, medicines, hospitals, household appliances and any new products. For creators, a good copy must be based on the overall advertising strategy. Then we must go through four hard steps to create a copy. Copywriting is not the best, only better, constantly trying to figure out, modify and streamline can become a better advertising copy. Step 1: Make things clear, make things clear in one breath, use less empty rhetorical devices, use more metaphors and give more examples. You should be able to make up stories and adopt the methods of sequence, flashback and interpolation, but you must make things clear. You should tell whoever you sell things to. If you sell kitchen utensils, you have to stand in the position of a housewife, even if you are a man with five big and three thick, at this time you have to. Many people write great poems and essays, but they are very rigid when writing advertising copy. The main reason is that most literary creations stand in their own position, and copy creation should stand in the perspective of supermarket shopping guides, as if products were placed in front of them. Copywriters have to use the most concise and hit the nail on the head words to promote products in the shortest time, so that customers can buy them. Step 2: Make every sentence read with relish. When things are clear, look at the words in turn. Is it very blunt? At this time, you need to modify your words to be interesting or fascinating. For example, to describe a person who has a bad cold, many copywriters usually use words such as fatigue, runny nose and dizziness when writing this scene. And if it is changed to "he is too tired to sneeze", its reading effect will be very good. In the same way, many people will use the word "burning eyebrows" to describe the emergency, but if you change it to "like an elephant stepping on a washboard in the water", it will not only be interesting, but also make people feel that kind of urgency. In the final analysis, the "interesting, thrilling, suspenseful, questioning" and other forms of advertising copy will make people read, while the descriptive and dogmatic text will make people disgusted. Step 3: Let all the nonsense go to hell. Through the above two steps, the copy of newspaper advertisements has taken shape, but it is still not enough. It should be streamlined and peeled off. As long as all the nonsense is removed, remember to add some punctuation appropriately, and the maximum length of a single sentence is no more than 13 words. Some people have done statistics: advertisements with words of 151-251 words are most suitable for reading habits, and at least they express unclear meaning, and at the same time, they are cumbersome and lengthy. When I served ZTE in 2111, it coincided with ZTE's launch of the lightest and thinnest mobile phone on the market at that time, which weighed about 61 grams and was only 1 mm wide. The newspaper advertising copy created by the author initially has 271 words, and finally it is reduced to about 51 words. The finished copy is like this: fold the newspaper you read in half, fold it in half again for 6 times, and the weight, size and width of the newspaper after you fold it in half. Almost the same as ZTE E329. ZTE E329 is incredibly thin. Step 4: Read it aloud to colleagues or clients. When the whole copy comes out, even if you feel perfect, don't hand it over in a hurry. Read it aloud to others, so that not only can you find out the imperfections, but some suggestions from others can also make our copy icing on the cake. Every time Bai Juyi writes a poem, he reads it to an old woman. Only when the old woman understands it can it be regarded as a good poem. The same is true of copywriting. It is no exception to keep listening to other people's opinions, even if she has done copywriting for more than 11 years. The author served a female wrinkle-removing product in the early days, and the copywriting part won an advertising award, and the market response was quite good. The number of readings to colleagues was no less than 11 times, and the number of revisions was far more than 21 times. Now the excerpt is as follows: Wrinkles came to a woman and proudly said to her: If you laugh, I will not hesitate to climb up your mouth; If you cry, I will climb to the corner of your eye without hesitation; Even if you don't cry or laugh, you have to think; I'll climb to your forehead as soon as you think! The woman thought for a moment and said, "What if I use ICN's plant wrinkle cream!" " When wrinkles heard this, they ran away! A newspaper advertisement with a wrong strategy, no matter how creative the words and pictures are, is useless. Similarly, the strategy is exquisite, but when it is implemented, the words and pictures can't attract people to see it, and it will also waste money. In order to create newspaper advertisements selling goods, advertising strategies, words and pictures are indispensable. If advertising strategies are compared to the brain, then pictures and words are left-hand hands respectively, and the left-hand hands cooperate tacitly and are under the unified command of the brain.