Section 1 Advertising Copy and Theme

First, principles: basic principles: artistry serves practicality; It is a basic principle applicable to all advertising copy making to define the advertising objectives and use artistic means as effectively as possible to promote the realization of the advertising objectives. Advertising is a means of promotion, a description, not a work of art; Advertisers are craftsmen, not artists.

1。 The principle of authenticity: where to live

2。 Principle of simplicity: generally short, but long can also enhance credibility. David said: People's confidence has not increased much from 100 to 500 words, but it has increased from 500 to 5,000 words. The longest car advertisement is more than 6000 words.

3。 The principle of popularization: consumer-oriented life language.

4。 Benefit principle: fundamental.

Second, the advertising theme: retreat, but the most important. It's the heart. Only the theme is invisible and intangible.

Understanding of the theme

1。 Generation: the main task arising from creative ideas. Usually before inspiration. Different from inspiration, it is the result of clear and abstract thinking and can be modified and improved.

2。 Function: core. Metaphor: soul, commander and other elements. The structure is bone. Materials (central commodities and other images, data, etc.). ) are all flesh and blood. Leading other factors; Served by other factors. Theme plays a central role in the article. If the article-advertising copy is the spiritual life created by human beings, then the material-advertising products and other things are flesh and blood, the structure is the skeleton, the language is the cell, the expression is the skin, the clue is the vein, and the theme is the soul. The theme is the author's basic understanding expressed through all materials.

3。 Concept: It is the central understanding that advertisers want to express through all materials.

4。 Features:

(1) objectivity-material (commodity-centered) as the premise; For the object of judgment.

(2) Subjectivity-the author's is different from each other;

First, the level (five levels): A Features: General goods are of good quality, taking shoes as an example, "Nike shoes are the best sports shoes"; B cultural understanding: for example, "Buyun shoes and hot wheels appeared"; Understanding of the C era: "Nike shoes are only owned by senior people" and other characteristics; D philosophical understanding: such as the ship flying to the house. E aesthetic comprehension: For example, "Nike lets you live a bodybuilding life"; )

Second, the same advertising object has different theme judgments. Nestle coffee: "delicious." More scientific, for women's excuses, do not disclose their psychological reasons, do not write "can make people hardworking!" " This is the understanding of culture: Americans are afraid of "laziness" and a warm cultural atmosphere.

(3) Abstraction-concept understanding, not feeling. The result of abstraction. Safe. Essential characteristics. Logical judgment.

(4) Sociality-recipient, popularity; It is not the discovery of scientific papers that few people understand, but a novel understanding of life.

Catalogue: "In modern society, punctuality is nonsense."

Charles de Gaulle watches: the high quality and long history of watches.

Instant coffee Cause: It's delicious. Instead of: people who drink instant coffee are hardworking.

5. Write a topic sentence.

It is embodied in a logical judgment sentence (about 7 words according to the memory law). Expression: in a word, it is mostly advertising language.

However, the common themes in teaching, especially in primary and secondary schools, are routines. The formulaic theme of "expression and praise" is embodied in logical judgment. This judgment should be concentrated and clear. As the ancients said, the composition of "putting one word first" and "expanding into thousands of words and one word" is a good warning. "On Qin" recorded many facts, but all of them were penetrated and restricted by the final theme sentence: "One person made an insurrection, the seven temples were completely destroyed, and all his skills were dead. Why laugh at the world? "Benevolence and righteousness are not applied, and the offensive and defensive trends are different." Correct topic writing is a judgment sentence with subject, predicate and object. For example, the theme of the literary newsletter "Who is the cutest person" is "Volunteers are the cutest people".

(2) Propose the theme

Determinants:

1. Marketing strategy.

2. Personality of commodity information: characteristics. Wahaha's "asexual hormone"; Jianlibao's "International Sports Drink"

3. Consumer demand:

The theme is equal to the sum of the above three-over-emphasis is the premise of the necessary scientific factors of the three concepts.

(C) advertising theme and AIDMA

Ada formula: attention, interest, desire, memory, action. Strive to achieve the effect of action, one performance is to end with a phone call: "buy it quickly!" " "

(D) Orientation of the theme: the core, running through the whole text, guiding the whole text. It is often clearly shown in the following parts: first, the title, many of which are themes, and some are not themes. The second is to start, prompt or display. The third is the middle, emphasizing the theme. The fourth is the end, repeating the theme.

(4) Relationship

The theme is advertising language, but advertising language often uses artistic techniques. A theme is sometimes a title.

(five) the theme type of advertising communication:

1 Highlight production technology. Knowledge. 2. Highlight product positioning. Cultural carrier and popularization. 3. Highlight aesthetic awareness. Suitable for products with limited practical use but originality. Yogurt. 4. Highlight objective quality. Suitable for good products. 5 highlight the spirit of comedy. Take the product as an ideal choice to avoid difficulties. 6. The practical value of the product. Suitable for developing daily necessities with limited potential and no economic and emotional returns. Washing powder, electrical appliances, etc. 7. Highlight product reputation. Advocate a new way of life. Products have become a symbol of existence recognized by the society. 8 Highlight the pleasure of consumption. Unrealistic and subjective, such as perfume, camera, etc. This is a choice for the added value of advertising objects.

Section II Title

Advertising text consists of four parts: title, text, advertising language and essay.

I. Meaning of the title

1. Attribute:

It is the title of an advertisement, which is used to show the theme of the advertisement and distinguish the signs of different advertisements. Make the finishing point. Window, flag, shop window. It was love at first sight. Write half the article.

(1) Location: Most of them are before advertisements and also after advertisements, such as Stone corporate image advertisements.

(2) The relationship between the title and the theme: first, it is very close; second, it directly expresses the theme. Theme = title = slogan. The other is to embody the theme (reflecting the scope of the name of Nike shoes); Suggested symbols such as "flying boat"; A few clues about the content, such as "shoes worn by air Lewis". Second, generally speaking, it serves the theme; Third, the title can be changed, but the theme cannot be changed at will.

(3) The ratio of title to text: 5: 1. Therefore, it is equivalent to spending 70 cents on a dollar.

Coca-Cola, Real Happiness

The rising sun, Ma Benteng, is the world of Marlboro.

Goldlion, a man's world

Liang Xinji's toothbrush is worth every penny.

Untitled advertising consumes 80% of advertising expenses.

"Nothing is worse than making untitled advertisements."

2. Function

(1) Make the finishing point-Theme: Concise

(2) stimulate interest:

Shanghai savings "from 50 cents to 1000 yuan"

The American street sign is coming, mom! I'm hungry! Healthy cereal.

American transportation company "CARE!" Careful service.

(3) Strengthening induction: titles appear repeatedly. Hong Wenfeng asked Vitasoy "Is it easy to order soda?" "Become people's meditation. The title of the rhetorical question.

(4) rich performance. Conducive to the whole advertisement. Ugly appearance. "Man is not a saint"

4. Charm

The theme of the prompt explains a concept of the advertisement. Persuade consumers. Specific. Hormone cream: How to make a 35-year-old woman look younger and become a writer? Did you make these mistakes when using English? 》