Advertising creative script is an advertising copy, a written expression of advertising creativity, an oral description of advertising theme, shaping advertising image and disseminating information content, a concrete embodiment of advertising creativity, and a basis and blueprint for making advertisements. Generally, the theme comes before the script, which plays a decisive role in the quality and communication effect of future advertising works.

Advertising draft, also known as advertising language, has broad and narrow meanings. Broadly speaking, advertising words refer to a kind of propaganda language that introduces goods, culture, entertainment and other services to the public through various media and posters, including the title and text of the advertisement. Advertising language in a narrow sense only refers to the title part of the advertisement.