lecture 1: overview of advertising copy writing

advertising copy writing is a process of creative realization. In this process, advertising copywriters should express advertising creative strategies and performance strategies in words under the special principles and conditions of advertising copywriting. This performance is to form a complete and effective advertising work together with other producers and performers. This advertising work is an intermediary that directly communicates with the target audience. Therefore, the writing process of advertising copy is a process of developing and expressing creativity, and a process of communicating with the target audience by using language.

the concept of advertising copy

advertising copy was born with the birth of advertisement, but the concept and definition of advertising copy were not synchronized with the time when advertising copy was born. American advertising historians call 1881 the year when American advertising writers appeared, and Bowles was the first American advertising copywriter. In modern China, the study of advertising began in Xu Baohuang in 1919. His "Journalism" devoted a chapter to "Advertising in Newspapers", and later the famous journalist Ge Gongzhen also devoted a section to "Advertising" in his "History of China Journalism". In 1931, Su Shangda published "An Introduction to Advertising". None of the three authors mentioned the concept of advertising copy and its definition. In 1979, the advertising industry in China recovered, and the works on advertising appeared one after another: In 1981, Tang Zhongpu and Jia Bin wrote Practical Advertising: "In order to achieve the expected purpose, we must understand several principles that should be followed when creating an advertising draft (including text draft and picture draft)."

In p>1985, Fu Hanzhang and Kuang Tiejun wrote Advertising: "Advertising text in a broad sense, also known as Advertising copy or advertising performance, includes all advertising works, such as advertising text, painting, photos and their layout. For example, newspaper advertisements are not limited to words, but also include colors, paintings, pictures and decorations. In a narrow sense, advertising only refers to the Chinese part of advertising works. The advertising text mentioned in this book adopts the narrow concept of advertising text, that is, advertising text is a language used to show the purpose of advertising, excluding paintings and photos. "

In 1991, the translator adopted the concept of "advertising copy" in the series of Modern Advertising Masterpieces published by China Friendship Publishing Company. Later, many advertising translations and works in Hong Kong and Taiwan generally used the name and concept of "advertising copy". The concept of advertising copywriting was not put forward by advertisers in mainland China, but was established by virtue of translations and works in Hong Kong and Taiwan.

Looking at the works on advertising copywriting in the mainland book market, we can see that many of its concepts are the same in the author's understanding, and they all refer to "advertising copywriting". However, the extension and connotation of these concepts include the following three phenomena:

1. Advertising text = advertising manuscript = advertising works = advertising copy. As Fu Hanzhang and Kuang Tiejun said in "Advertising". (Fu Hanzhang, Kuang Tiejun, Advertising, p. 142, Guangdong Higher Education Press, August 1, 1985. Although the author distinguishes it in broad sense and narrow sense, it is the same in concept name.

2. Advertising manuscript = advertising copy = all written materials for advertisements in advertisement operation. Gu Zhi's "Advertising Copywriting Techniques" begins with the introduction. (Gu Zhi edited "Advertising Copywriting Techniques", page L, China Encyclopedia Publishing House, Shanghai Branch, May 1, 1995. )

3. advertising copy = all the language parts in the finalized advertising work. (Chin Hung Kao, Xu Zhiming, "Advertising Copywriting", page 4, China Price Publishing House, edition L, October, 1997. )

Determination of the concept of advertising copy: Advertising copy is all the language parts of the finalized advertising works.

(1) The advertising copy is a part of the advertising works that have been finalized and will not be changed, and meet the audience directly;

(2) advertising copy is all written materials and text forms in advertising works rather than in advertisement operation process;

(3) The advertising copy is the language part of the advertising work, but does not include other elements such as pictures;

(4) advertising copy is all the language parts in advertising works, not just a part of them;

(5) advertising copy includes two parts: language and text in advertising works, in which language refers to spoken language and text refers to written language (including subtitle form in TV advertisements).

advertising copy refers to all the language and words in advertising works (except the words existing in the product packaging itself). Its internal composition includes advertising title, advertising text, advertising slogan (slogan), advertising attachment and even advertising quasi-slogan. Advertising copy is the implementation and deepening of advertising creative strategy and performance strategy. Together with other forms of expression, it conveys information and promotes communication, and is a direct intermediary between advertisers and audiences.

Section II Purpose of Advertising Copywriting

Talking about the purpose of advertising copywriting is actually talking about the purpose of advertisement operation. Advertising copywriters should proceed from the purpose of advertisers and examine them from both macro and micro aspects.

The macro purpose of advertising copy writing:

(1) The shaping of corporate image and the construction of corporate personality. In the social environment, the public mind and the market environment, create a new image for the enterprise that conforms to the characteristics of the enterprise "class" and reflects the characteristics of the enterprise itself.

(2) the shaping of brand image and the construction of brand personality. The shaping and construction of brand image and brand personality is based on products, and its purpose is to develop and sell products. With the help of advertising campaigns, advertising copywriting and other activities, advertisers establish and spread the image and personality of products, so that products can form brand effect and brand scale.

(3) Open product awareness. Product awareness is an important prerequisite for people's consumption activities. It is the main advertising purpose of the product in the market introduction period to open the product's popularity and make it known to all women and children.

(4) Establish the reputation of products. Fame is not equal to goodwill and reputation. Products known to all women and children may not produce good sales performance. Through advertising activities and the dissemination of advertising works, the audience's goodwill towards products can be formed, and a high degree of goodwill and reputation of products can be established, so as to generate brand loyalty or repeated consumption.

(5) Cooperate with promotional activities. Expand the popularity of promotional activities, set off people's consumption boom, and finally expand the sales performance of products.

With the changes of modern people's lifestyle and consumption mentality, advertising activities with the important purpose of forming consumption have different direct and indirect purposes in different objects, different regions and different periods, and the writing purpose of advertising copy can be further expanded and subdivided. However, the degree of refinement and the micro-purpose of advertising copy writing will be elaborated in the next lecture.

Section II: Micro-purpose of advertising copy writing

1) Conveying and expressing advertising creativity

The expression process of advertising works is the process of conveying and expressing advertising creativity. Advertising copywriters should express advertising creativity in place and use language to convey and express, deepen and develop advertising creativity.

2) Embody the theme of advertising performance

Express the theme of advertising performance harmoniously with language and other elements. The theme of advertising performance is conveyed and embodied between the lines, which shows that the writing of advertising copy is successful.

3) Organize information materials reasonably

Find expressive and infectious materials that meet the advertising purpose and are unified in the general idea of advertising planning, and organize and use them reasonably.

4) Embodiment of the expression style of advertising works

The embodiment and determination of the expression style of advertising works requires the writer to actually express it with a language structure that conforms to the expression style, even with different tone, pronunciation, rhyme and sense of language. Copywriters should find the organic connection between the above factors and the performance style, so as to form an advertising copy that meets the performance style requirements.

5) Form the text form of advertising copy

On the premise of defining the theme of advertising, selecting and reasonably organizing the content of advertising information, and composing and determining the style of advertising expression with appropriate language and characters, the advertising copywriter materializes the advertising creativity and forms a text form that conforms to the advertising strategy and can achieve the advertising effect.

There is a very close relationship between the writing purpose of advertising copy and the characteristics of advertising movement, which almost overwhelms the characteristics of writing itself. Writing behavior gives up its freedom and regulates itself under the general purpose of advertising.

lecture 3: the characteristics of advertising copy writing

L. the process of writing behavior

writing behavior is a process. In this process, the writer knows, analyzes and grasps the objective materials, and writes the article with his own special language and expression based on the accumulation, experience and understanding of life by the writing subject. This is a complicated and arduous behavior process.

2. the objective dependence of writing behavior

the emergence and development of writing behavior has an important process of collecting, screening, analyzing and using raw materials. In this process, writing behavior shows a special dependence on the objective world and objective things. Only on the basis of objective things can writers process raw materials.

3. Subjectivity of writing behavior

In the process of writing, the writer uses his own knowledge accumulation, life experience and rational judgment to process raw materials. In the process of processing, the subject's initiative, thinking characteristics, ability to control language and writing, and the organizational level of the article structure all play a key role in the composition of the article. Therefore, the same objective object may reflect different factors and styles in the works of different writers.

4. the purpose of text formation of writing behavior

the final goal of writing behavior is to form a text. The writer expresses his grasp of the subject of the objective world and the objective object between the lines, either explicitly or implicitly, and connects it with a unique structure. The final text form is the materialization of the author's own thinking and the intermediary of communication between the writer and the reader.

5. Practicality of writing behavior

Writing behavior shows its practicality because of the above characteristics. The formation of the text needs the writer's actual operation, and in each process, practicality is a prerequisite for achieving the writing purpose.

Text characteristics of advertising copy

1. It has a perfect expression structure but is not limited to structural integrity

The advertising copy text reflects its own uniqueness and completeness in structure. Compared with the general text, the advertising copy text has various parts such as title, text, slogan, attachment and even quasi-slogan, and its performance structure is unique and perfect. In the perfect performance structure, each part has its own functions, which endows the copy text with unique attraction, complete information content, vivid expressive force, deep appeal, clear hierarchy and orderly order, so as to obtain a perfect communication effect. At the same time, the structure of advertising copy text is not limited to the integrity of the structural form itself, but based on the purpose of advertising communication or sales, it is fundamental to develop creativity and express creativity, and organically handle the arrangement and choice of structure. In the actual advertising copy text, there will be a copy text that only adopts a certain part of the structure (such as untitled copy, headline-only copy, etc.), which breaks the complete structure and forms more effective communication and persuasion with unique structure and unique appeal.

advertising title: 1999, making our journey full of laughter

Sichuan Southwest Airlines Advertising Planning Co., Ltd.

Image from: Collection of Award-winning Works of the Seventh National Exhibition of Excellent Advertising Works

Works Committee of the Seventh National Exhibition of Excellent Advertising Works October 2111

Advertising title: In Guangzhou, everyone has a chance to shine!

Guangzhou Tianjin Advertising Co., Ltd.

The picture comes from "Collection of Award-winning Works of the Seventh National Exhibition of Excellent Advertising Works"

The Works Committee of the Seventh National Exhibition of Excellent Advertising Works in October 2111

2. Using various means of expression to achieve the advertising purpose

There are various ways of expression of advertising copy. One of the biggest excitement of advertising copywriters after receiving the task is how to convey the information in a most attractive way. However, the creation, selection and application of expression techniques in the formation of copywriting text are only aimed at achieving effective communication and advertising purposes by means of expression.

3. convey information but pay more attention to persuasion and persuasion for the audience

the text forms of advertising copy can be varied, but the advertising copy can only exist in the activity of conveying advertising information, and the writing activity of advertising copy can only be carried out in the process of conveying advertising information. Moreover, the basic task of advertising copy writing is how to convince and persuade the target audience while conveying.

I'm sorry that I didn't show you the matching graphic design because I didn't master the related mapping technology. But please rest assured that I will try my best to be familiar with the relevant methods and try to show them in the next lecture.

I'll send it here today. I don't know whether it meets the requirements of Bambusa bambusa in terms of the number of words and arrangement.

In the next lecture, we will learn how to compare advertising copywriting with other styles of writing. You are welcome to browse if you are interested.

the fourth lecture: the comparison between advertising copy writing and other writing styles

1. the difference between advertising copy writing and literary writing

(1) the writing purpose is different

the laws of literature itself and its unique expression make the creation of form itself an important purpose of literary writing. It is one of the writing meanings of literary writers to let readers indulge in the aesthetic process of literary forms.

advertising copy writing should not produce a text form that is free from or above the purpose of advertising campaign. Only by conveying advertising information and obtaining a text form that can communicate with target consumers and promote consumers' purchase behavior and desire can it meet the purpose of advertising copy writing.

(2) The relationship between the subject and the object of writing is different

The first thing that advertising copywriting focuses on is not how to express the ideas and talents of advertising copywriters, but how to use talents to process information and express it more accurately, perfectly and attractively. The writer's subjectivity serves the performance of the object, and the subjective style exists for the goal of the object.

(3) The use of literary expression means

In order to strengthen the appeal of the copy and induce the audience to read the whole copy, advertising copy writing often adopts literary expression means. However, the use of literary language, literary brushwork and literary sentence patterns is only to make the audience get infected in the literary atmosphere and have gratitude and desire to buy products. The expression of literature is only a means for advertising works to achieve their own goals here.

2. Differences between advertising copy writing and news writing

(1) Differences in authenticity requirements

Both news writing and advertising copy writing are required.