In order to be informative-not to mention convincing-you must know how to assemble cars, how to cut chicken, how surfactants work, what people will encounter in foreign countries, how refineries extract oil, and so on. Without this knowledge, you are bound to rely more and more on the adjective-error.
Be sure to remember who is talking. Image, personality, intonation, texture and even personality-these words can be used interchangeably.
But no matter what adjectives we call them, they must be obvious, prominent and consistent. More importantly, be friendly, close and accepted.
Copywriting that wants to put the company or-I hope not-its own characteristics into the client's copywriting will cost you your job. He wrote the severance package.
You must know who you are talking to (or, better yet, who you are talking to). It may be difficult to do this well. The classification of "18-34-year-old male" and "annual household income1200,000 yuan or more" is not only useless, but also destructive.
You may really want to go to the hell of a consumer forum (remember not to buy a round-trip ticket first). The best strategy is to create your own consumer and hide him so that the actual things in life will not bother you.
At the same time, remember that your consumers (even those you create) may be smarter and more alert than you. Advertising comes from life and is used in life.
Therefore, good advertising copy should be found in life, and inspiration in life is essential. Fake: # # # The theme of the advertisement for women's health care products: children give gifts to their mothers.
Advertising slogan: # # # Give your mother the healthiest love.
Mancill slave men's wear. Brand promotion.
Theme: Exquisite, Brilliant and Calm. Description: Family-loving man with fashion taste.
(Real success story).
2. How to write advertising slogan is brand advertising slogan, knowing that it is brand advertising slogan is brand proposition or commitment.
For a long time, cognition is completed through communication and accumulation, which has certain stability and recognition. Generally speaking, brand advertising language is concise, short and concise, with the number of words controlled at about 7 to 10, and the appeal direction focuses on the brand's claims, promises or interests to consumers.
Advertising language writing, the future of Zhidong, Henan Province is based on pens, and you are welcome to inquire. Here are some wonderful advertising copy: 1 Let the world see your strength.
The road without retreat is an extraordinary road. Life is an adventure.
Hold the steering wheel in your hand wherever you go. There will be traces of life when you are alive.
The more I watch it, the more I want to see it. Where there is a cold winter, someone will start a stove.
It's not shameful to lose, it's shameful to be afraid. 9 Ordinary changes will change the ordinary.
I can take as much praise as I can.
3. The case of advertising copy is at least 0.27 yuan. Open a library member to view the full content > Original publisher: Lily lily92 Nissan Motor Series advertising copy title "So big, The smaller the better "-Mohan Car Wash Machine Why Are There So Many Safety Devices"-Yuan Linshun Shunyuan Automobile Factory "Hurts me deeply"-Orfumei Gas Station "Makes me uncomfortable"-Xue Enemy Automobile Company "Too Fast I don't like it"-Ye 87 Volkswagen Golf Advertising Copywriting slogan: World classic hatchback FAW-Volkswagen advertising slogan: car value model subtitle: Like me, Beni feels that the more friends, the better. There is enough space, and the unique design of the back door of the fifth door is really suitable for you, pets and joy. The more the more interesting. It turns out that golf can be life and life can be a masterpiece of golf. Golf fell in love at first sight, classic car attached: Lubaolai car print advertising slogan: driver car title: running, the language between runners: he, they, natural athletes.
Make a living by running, take running as pleasure, take running as expression, take running as language, take running as attitude and take running as value. Don't be happy with things, don't be sad with yourself; Ordinary attitude, Paramore.
Paula, Paramore. Attachment: Brief description of the title of Volkswagen print advertisement: 1.02 USD 1 lb Text: the value of a brand-new Volkswagen 1595 USD.
It's not as cheap as you heard. If the pounds are equal, the price of Volkswagen may exceed that of any brand you can name.
In fact, if you look inside the Volkswagen, you won't be surprised at such a price. (The first two sentences completely follow the strange price calculation method. )
Not many cars put a lot of things inside themselves like the public.
4. How to write an advertising copy How to write an advertising copy, the audience pays the bill.
Let's just say, write imaginary words. When you write a copy, you must understand that all the words you write to convey your feelings must stimulate people's imagination. 1 will stimulate people's imagination. When Jin Yong wrote about the beauty of the little dragon girl, he used some sentences that could stimulate people's imagination.
"Wearing a veil-like white dress is like being in the fog", "The whole body is white and the face is beautiful and unique". 2 product copy concretization When writing a copy, avoid adjectives and be specific.
In many idioms, there are often figurative descriptions, such as "too many books to finish", "between the fingers" and "learning to be rich in five cars" When writing a copy, the use of visual means can convey the interests of the product more vividly and accurately.
Compare with your competitors. Use the foil technique to make the audience understand the information you want to convey more intuitively and vividly, so as to convey it more clearly. For example, to describe a person as tall, the usage of foil is "You know Yao Ming, this person is taller than Yao Ming!" This can make the message more vivid and easily perceived by the audience.
5. How to write an advertising copy 1 for yourself? Yili pure milk advertising copy case: advertising copy: no matter how you drink it, it always smells extraordinary! This is unusual, and you will obviously feel it when you drink it.
The solid content of Yili pure milk is as high as 12.2%, which means that Yili pure milk is more fragrant and delicious, with higher nutrients! Advertising slogan: qingqing grasslands natural good milk advertising copy: A pack of Yili pure milk a day, your bones will never make such a sound. Every 1 100 ml of Yili pure milk contains up to 130 ml of milk calcium.
Don't underestimate this number, it will be very different from bones! Advertising slogan: natural good milk in Qingqing prairie. Advertising copy: drinking clear streams, listening to sweet birds, eating fat grass and breathing fresh air. In such a comfortable and comfortable environment, the milk produced by Yili cows has extraordinary natural quality and better nutrition! Advertising slogan: Appreciation of natural good milk in Qingqing Prairie: These three series of advertisements have no patterns except the brand logo and product packaging in the corner.
The elaborate layout and design of Chinese characters are skillfully used in the center of the picture, and through a series of onomatopoeia words, the voices of people who can't wait to drink milk are expressed respectively; Fracture sound caused by calcium deficiency; And the sound of cows grazing comfortably in a comfortable environment, mobilizing the imagination and association of the audience and forming a visual impact. The advertising copy vividly explains, comments and deepens the text of the picture, and tells the attractive aroma, pure and exquisite quality, the effect after drinking and its roots of Yili pure milk, which is very convincing and can impress consumers.
It is a typical masterpiece with copywriting as the main form of expression. 2. Taitai Oral Liquid Case: Advertising text: Don't let the autumn rain get wet, be in a good mood, be in a good mood, and look natural.
Don't let autumn bring any harm to women. There is no chloasma, and the face is real. Don't let the autumn wind blow dry your skin. The skin looks better when it is full of water.
Don't let autumn night be the beginning of insomnia. Sleep well at night and your face will be fine. [opinion] Taitai oral liquid series of advertising works successfully shaped the brand image.
The damage to women's skin comes from dry autumn, which brings out the product characteristics in romantic autumn-caring for women's skin. While women enjoy romance, their skin becomes beautiful. Every advertisement has unity in composition, layout, copy and style, and all parts are very balanced, coordinated, coordinated and ingenious.
Focusing on the center, the advertising copy publicizes the product features, composition and scheme from four aspects: "Don't let the autumn rain get wet in a good mood", "Don't let the autumn rain bring any harm to women", "Don't let the autumn wind dry the skin moisture" and "Don't let the autumn night become the beginning of insomnia", and successfully promotes the product. This advertisement won the Bronze Award for Medical and Health Care in 2000. 3. The idea of an alcoholic beverage TV advertisement-a travel guide is showing several blond foreigners around places of interest.
Everyone was listening attentively to the tour guide's explanation, except a foreign boy who was wearing an embroidered dragon vest, silk shorts, round black cloth shoes, wine gourd hanging from his waist, and nondescript porcelain, and was a little absent-minded at the back of the team. Beijing Summer Palace.
Guide: "The Summer Palace is a famous imperial garden ..." "Item." The foreign boy blurted out.
The guide looked at him in surprise. The young man rolled his eyes and said, "I mean antiques."
Xi an Lou Guan tai Guide: "Xi An Lou Guan Tai is where I write books ..." "Alcohol. "
The young man popped out another sentence. The guide looked at him strangely.
The young man winked: "I mean, attractive." Taihu Lake in Wuxi.
Guide: "Taihu Lake is famous for its beautiful scenery ..." "Sweet." That foreigner again.
The tour guide was surprised again. The young man made a face: "I mean Xiangshan and honey water."
Shanhaiguan Great Wall. Guide: "Shanhaiguan is the end of the Great Wall ..." "Pie."
This time, the young man looked solemn. The tour guide teased: "What pie is it this time, chocolate pie? Or strawberry pie? " The young man thought for a moment: "Pie ... is pie."
The tour guide smiled and said, "Your words are quite accurate." The young man mysteriously patted the wine gourd around his waist for the camera: "In fact, I mean' so-and-so wine'".
2 TV advertising creativity of an alcoholic beverage-image article The rising sun is rising, and the sun is reflected in the water. The waves rippled and broke into a golden wave.
Gold letters with wine names emerged from the water. Looking far away, there is a huge golden wine glass with a smaller wine name on the beacon tower of Shanhaiguan.
In the distance is the sea bathed in the rising sun, where a rising sun is beating and a red sun is flashing in the goblet, which together with the wine name constitutes a grand picture. A woman in a red evening dress jumped into the sea from the beacon tower.
A vigorous male voice: "for your life, melt the idea of the sea into sunshine." Logo.
3 TV advertising creativity of a Chinese patent medicine-image display of a group of beautiful natural scenery. (grasslands, rivers, oceans, deserts, mountains and rivers ...) voiceover: "We live in nature."
On the TV screen, the weatherman is broadcasting the weather forecast. Botanists measure the leaves of plants in tropical jungles.
Divers are taking pictures of underwater animals with underwater cameras. The zoologist sent the gorilla back to the big forest and the gorilla turned his head.
The eyes of the eyes will not give up. Voice-over: "We pay attention to nature."
In the scorching sun, people are harvesting wheat. A beam of sunshine.
People sunbathe on the beach. A cabin in the forest.
In the Arctic, Eskimos wear wide fur hats on their heads. Bamboo rafts are rowing in the green river.
Voice-over: "Nature also cares about us." Under a leafy tree in vilen, a little girl was taking a lunch break. A leaf slowly floated down, getting bigger and bigger, and finally covered the little girl.
Voice-over: "So-and-so (medicine) is the essence of nature's concern." 4. The idea of a TV advertisement for children's food-treasure hunt music.
A piece of green grass with a faint golden color. A white ball rolled into the picture, and a little girl in a red vest skirt ran over and leaned over to hold the ball.
Small hands holding the ball left the ground, and white balls were rolled up on the turf, revealing a dark and ancient stone step leading to the underground. 323131335323631343130323136353333e4b893e5b19e313332393.
6. I like a real estate advertising copy: interdependent, warm and sweet days support each other's lives. In every morning and evening, no one knows how much sweetness and suffering he has had, or that no one cares about the present, and the days are getting better and better. They have more ideas, but their love is brighter and brighter. No one will doubt that it is sunny this afternoon. This is just advertising text. ) advertising copy includes advertising title, advertising slogan, advertising text, advertising attachments, to be complete. There are also different copybooks suitable for different media, so we should create different copybooks according to different media characteristics. Finally, we should create according to products or services, and there is no format. Advertising is innovative and flexible. I hope you can do well in the exam! .
7. Appreciation of classic copywriting, how others' copywriting is refined into classic copywriting: 1. Before writing a copy according to the positioning, we must first make clear what the product positioning is and who to show it to.
Only by grasping the core demands of users and expressing the highlights of products clearly can we attract users to achieve efficient transformation. 2. The meaning is clear. When the copy is in line with the product positioning, it should be quickly understood by the audience.
Excellent copy can make people grasp the key points in an instant, rather than writing very obscure and abstract. 3. Copywriting that produces * * * and produces * * * is a positive emotional feeling when something described in the product is associated with the situation in the audience's memory.
4. add interest. If your copy expresses the product features in an interesting way, it will make people want to share it or spread it quickly. Extended data:
Classic copywriting: 1, Shangri-La-The advertising slogan of real estate is finely crafted. Gan Lingqiu loves the permanent residency of a national treasure window view. Others have it, and so does Shangri-La.
Shangri-la has it, but others may not have it. 2, Shuilian Villa-real estate advertising language has Anfa Shuilian professional health management. Anfa Shuilian, as long as you relax, you can keep healthy cows alive and healthy.
3, skyscrapers-real estate advertising slogan youth, MRT. Skyscrapers attract family dreams. In Danshui, they attract our long holidays, and they attract me and my happiness. Among fresh water, skyscrapers attract fresh water, which is the most attractive. They attract perfection. Dream the biggest and have the best scenery. Skyscrapers attract vows and turn them into practical ideals. A skyscraper attracts you to embrace mountains and rivers, and you are always sincere.
Baidu encyclopedia-copywriting.
8. How to write the advertising language is more attractive. Brand advertising language is generally concise, short and pithy, and the number of words is controlled at about 7 to 10. The direction of appeal focuses on the brand's claims, promises or interests to consumers. Here are some wonderful advertising copy:
1 Let the world see your strength.
The road without retreat is an extraordinary road.
Life is an adventure.
Hold the steering wheel in your hand wherever you go.
There will be traces of life when you are alive.
The more I watch it, the more I want to see it.
Where there is a cold winter, someone will start a stove.
It's not shameful to lose, it's shameful to be afraid.
9 Ordinary changes will change the ordinary.
As much praise as I can stand, so much slander as I can stand.
9. How to write public service advertisements Public service advertisements are designed for the purpose of seeking public interests and improving welfare benefits. It is an advertisement for enterprises or social groups to clarify their own functions and social responsibilities.
The following is my model essay on public service advertisement, please refer to it. Public service advertisement text 1 subtitle: 5: 30 pm bus stop? (Black-and-white screen) Background sound: The noisy scene when waiting for the bus at ordinary times 1: The crowded bus stop is slightly dim in color.
Scene 1: A bus with a full load in the distance slowly arrives at the terminal. Scene 2: Switch to the waiting crowd. (Zoom in to the panorama) With the arrival of the bus, the whole crowd flocked to the bus.
Scene 3: Close-up of one of the women: dressed in red, carrying the food she just bought, carrying a bag, looking anxious, looking at her watch from time to time, in the middle of the crowd next to the middle and back of the car. Scene 4: (from the car) The window above her is open, and the woman casually throws her bag on the car, which falls right in place.
Subtitle: Grab a seat with a bag? Scene 5: (from behind the crowd) The car door opens slowly, and people scramble to get on it for fear of losing their seats. Scene 6: The woman is in no hurry, not as crazy as the person in front, but she is still working hard until the moment when the woman finally gets on the bus, the picture stops.
Subtitle: However? Scene 7: A woman is standing in the carriage with food in her hand. The woman slowly squeezed into the seat where she had just thrown the bag. (Close-up) A middle-aged man in blue casual clothes is sitting in that seat leisurely, with his right hand leaning against the window frame, a woman's bag in his left hand and his head facing the window.
Scene 8: (The middle scene was taken between a woman and a man) The woman's face became gloomy and her voice was a little loud: This is the seat I just took with my bag. Please give me a seat. (The camera zooms in a little bit, and everyone around you calms down and looks at the two men. ) The man is in no hurry. Ironically, I took this seat first. Why should I let you? ! Is this your schoolbag? Here you are.
Then stiffly put the bag in the woman's hand. Scene 9: (Close-up) The woman looks even uglier after taking the bag. She's already angry. Pointing at the man, she's about to swear.
(The picture stops at this moment) Subtitle: Sharp, only brings contradictions. The background sound becomes smaller.
Lens 10: The car will start immediately. Two children passing by, carrying schoolbags, saw what happened in the carriage from the outside and stopped moving forward.
Scene 1 1: (close-up) A cute little girl with a slightly frightened expression whispered to the boy next to her: Adults are terrible. Do buses only quarrel? I will never sit down again. Scene 12: (Close-up) Cute little boy.
Answer with a smile: no (turning to the middle camera), he points to the other side. Scene: The color becomes brighter and the noise becomes smaller.
Scene 13: Another bus is coming. A still crowded crowd.
Scene 14: The car door is open, and the crowd wants to squeeze in. Suddenly, a clear female voice appeared: please slow down, there is an old woman here! People slow down and look at the sound.
Scene 15: There is an old woman on crutches next to a girl in her early twenties. People got out of the way, and the old man got on the bus slowly and found a seat to sit down.
Scene 16: The crowd got together and got on the bus again, but not as hastily as before. Scene 17: (turning to the girl) I saw her getting on the bus slowly at the end of the crowd.
Scene 18: When the car door closes, the driver turns around, smiles at the girl and gives her a thumbs-up. The girl came back with a gentle smile. Scene 19: A young man sitting in the seat next to a girl stands up and says to the girl with a smile, Hello, sit down, I can stand! Then the girl was sent to her seat.
The girl smiled shyly: Thank you. The young man touched his head and said, no, no, it should be.
Scene 20: (Panorama of the carriage) People clapped their hands and the carriage was full of laughter. Background sound: Warm music shot 2 1: The car slowly drives away.
Scene 22: (Turning to two children) (Close-up) Just now, a cute smile reappeared on the girl's slightly surprised face. Laura: well, it's better to be that sister. I will do the same in the future. The boy also smiled at the background sound: louder than before.
Scene 23: Two children are skipping hand in hand on their way home, and their laughter comes from time to time. Animation: white background (red words appear one by one from the right). A caring heart brings more than just care. These words finally became a red heart.
Located directly above the screen. A line of small words appeared below: Love makes the world a better place.
The types of information contained in the advertising copy with the theme of public welfare mainly include: social morality, environmental protection, charity assistance, smoking ban, health and drug control. Figure 1: There is a glass of water on the desktop (close-up of water purity). Voice-over: Water is like the blood of nature. Figure 2: Drop a drop of human blood into water. Figure 3: Zoom in. Close-up The reaction between blood and water (blood diffusion, decomposition and water phase fusion are finally combined into one). Figure 4: The picture is fixed on this cup of mixed-race liquid. Schreiber: But human blood can be mixed with water. Figure 5: The screen presents two words: ".
Scene 1: (The daughter packed her photo album and prepared to go to the Children's Palace. ) Mom: Yuanyuan, Tingting from Aunt Zhang next door is learning the piano.
I have signed you up, and my mother will accompany you to learn the piano in the next 13 to 15 nights. (Daughter is silent, heads down and cleans up, and goes out) Scene 2: (Mother and daughter say goodbye to the piano teacher) Mom: It is good for girls to learn Taekwondo for self-defense.
I signed you up for a taekwondo class, and on Sunday morning, my mother will take you there. (The daughter is silent, with her head down, staring blankly at the road. )
Scene 3: (Taekwondo class is over and mom is waiting for her daughter) Mom: Yuanyuan, don't go to grandma's house from next Saturday. I signed you up for the Olympic class. I am eager to learn, and my mother finally got on the list.
(Daughter is silent, with her head down, crying silently) Scene 4: (Parent-teacher meeting scene) Class teacher: Si Yuanyuan's mother, Yuanyuan suddenly doesn't talk for nearly a month, always likes to be alone in a daze, and her classmates react. She often cries. Is something wrong at home? Mom: It's okay at home. Teacher, I'll go back and ask Yuan.