2. The text is the main body of the advertising copy, the explanation of the advertising title and the detailed explanation of the advertising theme.
3, advertising language, is to strengthen the audience's impression of enterprises, goods or services, long-term repeated use, reflecting the advertising stage strategy of a concise advertising sentence.
4. The essay explains the identity of the advertiser and related additional information to the audience, which is generally located at the end of the copy and plays the role of additional explanation and purchase guide.
There are four elements: title, advertising language, text and essay. Give you several cases for your reference.
A. Commercial advertising copy writing
1. Title: My Mini
Slogan: I admit that my roof is not innocent.
3. Zheng Wen: I admit it; I am addicted to self-expression. The roof, body and rearview mirror should be printed with patterns, and the doors should be engraved with names. I took the initiative to find a self-righteous one from all kinds of rims, and the interior should be arranged according to my wishes from beginning to end.
4. essay: MINI looks forward to your joining!
Creative analysis of advertising copy: English name: MINI
Country: United Kingdom
Creation time: 1959
Group: BMW Group
MINI stands for personality and fashion. The essence of MINI brand embodies the life philosophy pursued by MINI owners and fans: optimism, self-confidence, responsibility, vitality, adventurous spirit and self-expression. In order to express this meaning, the slogan is written from the owner's own point of view, without too much energy on the car itself, which more prominently expresses the essence of MINI!
2. Public service advertising copy writing
1. Title: No smoking
2. Slogan: Maybe, your fingertips hold other people's lives!
Text: When you don't know it, you are threatening the safety of your family and people around you, and at the same time, you are threatening your life and money.
4. Attachment: In 2008, 5 1.4 1 10,000 people died of smoking in China, accounting for 1.06% and 1.04% of the total urban and rural deaths respectively. The potential labor loss caused by smoking is * * 165438. Hospitalization10.52 million person-times, direct medical expenses of 23.908 billion yuan, and passive smoking led to outpatient visits of 210.00 million person-times. For the health of yourself and others, please don't smoke.
Creative analysis of advertising copy: smoking can cause many diseases, and all countries are advocating quitting smoking. The death toll from smoking is 15 times that from war! In order to let people know the harm of smoking, advertisements are written from the harm of smoking to others!
3. Film and television advertising copy writing
1. Title: Audi TT
2. Slogan: subtitle: Audi TT is amazing
3. Text: Subtitles: ⑴ Rolling curve design ⑴ 16 inch wheel ⑴ Extraordinary braking ⑴ Beyond other concepts.
Creative analysis of advertising copy: Audi TT is a concept car. Its fashionable appearance, design of rolling curve, 16 inch wheel hub and powerful engine are all fascinating, and its appearance is amazing. In order to express the theme and highlight its uniqueness, the description is focused on appearance and speed.
Four. Newspaper advertising copy writing
1. Title: Sony Ericsson K9895 hand-selected mobile phone.
2. slogan: capture every wonderful moment of life
3. Zheng Wen: The wonder of life is that every moment is sudden! One minute I'm trying, and the next I may have traveled around the world. Maybe life is full of changes and surprises. Because of this, every moment is worth recording.
4. Essay: The K9895 is not only lightweight, but also has 5 million autofocus cameras and fashionable body design. K9895 records the most beautiful moments and grasps the extraordinary life trend!
Creative analysis of advertising copy: Sony Ericsson K9895 portable mobile phone is a fashionable mobile phone specially designed for hipsters who like to take pictures with their mobile phones. It can shoot the most beautiful moments in life and keep moving pictures in their memories. This mobile phone highlights the portable camera function and is aimed at young people!