Newspaper-wide copywriting means that advertising words published in newspapers and periodicals are generally used as annotations of pictures, and also have soft and wide artistry for practical services; It is a basic principle applicable to all advertising copy production to make clear the advertising objectives and use artistic means as effectively as possible to promote the realization of the advertising objectives. Advertising is a means of promotion, an exposition, not a work of art; Advertisers are craftsmen, not artists.

1. Truth principle: where life lies

2. Simplicity principle: generally short, but long can also enhance credibility. David said: from 1 words to 5 words, people's confidence does not increase much, but from 5 to 5 words, it increases. The longest car advertisement is more than 6 words.

3. the principle of popularity: a life-oriented language for consumers.

4. Benefit principle: fundamental.

Text mode of copywriting:

1. Direct copywriting (narrative style): rigorous logic

2. Ambient emotional type copywriting (descriptive style): mostly used in daily necessities, cosmetics, beverage advertisements and the tertiary industry. 3. Lyric style: prose

4. Illustrative style.

5. News-based copywriting: Start with news-based copywriting, and then write with direct-talking copywriting. Marketing promotion activities; Trade fair

6. Testimonial copywriting: recommender or user

7. Strange copywriting: not surprising.