Ability refers to a person's ability to complete certain activities. Different activities require different abilities, so what abilities should an advertising planner have? Wuhan Dream Film and Television Advertising Production Company will analyze it for you: 1. The judgment of advertising copy is mainly used to judge which characteristics of advertising products are most important to consumers, or which characteristics of advertising products are most likely to arouse consumers' interest. For example, disposable diapers can not only bring convenience to mothers, but also make babies more comfortable and drier than cloth diapers or plastic warehouses. Practice has proved that the promotion of Xianli can not open the road of goods for a long time; Advertising, the second benefit, has been a great success. This is because it is undoubtedly a sin for mothers who buy diapers to use unreliable things for their own convenience. Only when it is better for children are they interested or think it is important. It can be seen that if an advertising copy lacks judgment, it is very likely that a promising commodity will be devastated in the market, because it shows the characteristics that consumers value the advertising product part in the copy. 2. Imagination The imagination of advertising copy is mainly used to conceive a persuasive and infectious expression for the characteristics of products that have been decided to write, such as advertising copy. Generally speaking, after determining the advertising theme, before writing an article, we should link the advertised goods with our own life experiences and what we have read, try to find out what is related to the advertised goods and helps to highlight the characteristics of the goods, and then merge them together to form a unique and attractive form. 3. Creativity is closely related to imagination. People without imagination can't be creative, but if they only have imagination but can't turn it into reality, it can't be called creation, so creativity means coming up with new ideas, but if they only have imagination but can't turn it into reality, it can't be called creation, so creativity means the ability to come up with new ideas and make new things. A creative advertising copy can come up with unique advertising themes and novel forms of expression, and successfully express them in appropriate language and words. Creative advertising copy is always impressive and convincing. 4. The ability to express words is the most basic tool for advertising copywriting, and the persuasiveness of advertisements largely comes from language. George cribbin, an American advertising writer, pointed out all kinds of mistakes in the use of advertising language in a speech by the Advertising Writers Association of new york, and then said in vivid language: A hunter will not abuse his gun, an architect will not mistreat his drawing tools, and a woman will not mistreat her paring knife. Therefore, for an advertising writer, he should not only understand the basic knowledge of phonetics, vocabulary, grammar, rhetoric and accrual basis, but also have the ability to master language, that is, he can use language to accurately and vividly express the theme and thought of advertising.