CCTV's copywriting often wins the love of the audience for its in-depth, vivid and touching style, and these copywritings are praised as "magic copywriting".

CCTV’s copywriting usually pays attention to details, explores the meaning behind the story, uses plain language to convey emotions, and makes the audience excited. They not only convey information, but also try to touch the hearts of the audience and trigger thinking.

For example, when reporting on the Spring Festival, CCTV's copywriting once wrote: "When the lights are bright, the fireworks are gorgeous, those footsteps returning home, and those joys of reunion after a long separation, all converge at this moment. The strongest sound of the New Year.” Such copywriting not only depicts the lively scenes of the Spring Festival, but also gives the festival deeper meaning and emotion.

In general, the reason why CCTV’s copywriting is praised as “magic copywriting” is because they can dig deep into the meaning behind the story, convey emotions in plain language, and touch people’s hearts.