Generally divided into the following skills: 1. Break the conventional thinking. That is, there are reverse and unconventional copywriting. For example, "Every day I never dance, I can't jump when I have a cold" (the first half of the sentence is Nietzsche's famous sentence); 2. personification. After personifying a product, there are usually interesting ideas. For example, Colgate's octopus brushing poster. 3. Use metaphors, symbols and associations. This technique can refer to Durex's previous cases. That's all I know. If the above answer is not clear enough, it is recommended to pay attention to the style copy of WeChat official account, which has more detailed content.