Copywriting refers to the occupation of advertising companies or enterprise planning departments engaged in writing work. Advertising copy planning also refers to a style, which is used to express a certain scheme or creativity. For example: advertising copy planning, advertising copy writing, film and television advertising scripts, newspaper advertisements, leaflets and so on. Copywriting of advertising enterprises: Copywriting of general advertising copywriting such as corporate promotional videos, news propaganda and image propaganda is separated from advertising copywriting planning, but sometimes copywriting also does news planning and other work, focusing on different companies.

Copywriting comes from the advertising industry and is the abbreviation of "advertising copywriting", which is translated by the copywriter. It refers to the use of words to express the content of advertising information, which is divided into broad sense and narrow sense. Advertising copy in a broad sense includes the writing of title, text, advertising language and the selection and collocation of advertising image; In a narrow sense, advertising copy includes the writing of title, text and advertising language.

Planning is the basis and framework of advertising system, and copywriting is a link (creative part of advertising) in advertising. The early stage of planning can involve a series of complicated processes such as market investigation, analysis and refining, and determine the creative direction of subsequent plane and copy.