For variety shows, copywriting is not only a consistent theme, but also a facade for selling wine. In the current variety shows, people often use the way of matching primary and secondary copywriting to further supplement the program content and enhance the theme. Even seemingly casual tidbits are an important part of program copy. Among them, as a facade, such as "Like You and Me" and "Love Life" are the main copywriters.

For example, the theme copy at the beginning of Extreme Challenge is "This is life". In the program, Bo Huang, Huang Lei, etc. Leading the extreme men's gang to experience different life roles through various settings of the game, and even winning the game through mutual intrigue, alliance and calculation.

However, after the program was taken off the shelves several times because of the game scale and variety design, Extreme Challenge also converged the rhythm of infinite reversal. Change the theme copy to "This is Love", highlight the public welfare and positive energy setting in the program, and change the style and connotation of the program.

Because "Idol Trainee" by iQiyi is also "Creation 10 1" of idol draft variety, many netizens questioned how the homogenized content made new ideas and styles. When it was officially announced, the program played the main copy of "Born Against the Wind, Under the Sun", and the implied "counterattack" theme and stubborn and high-spirited style suddenly attracted the attention of many viewers.

Compared with the generality of the main text, the auxiliary text is more vertical and delicate. Most of them enlarge a shot in the program, annotate the content with words, and carve details to convey emotions. Sub-copywriting is mainly used in the specific content of each program, mostly in the form of flowers.

For example, in I Can't Forget the Restaurant, Grandpa, a waiter with Alzheimer's disease, forgot that he had just served dessert for his guests. When the dessert was served for the second time, grandpa used witty answers to ease the embarrassment and bring emotion. The program then used this passage as a propaganda copy and was moved to full marks.

In the latest issue of Life I yearn for, Zifeng Zhang, who got up early, sat on a bench on the balcony, listening to the sound of raindrops in Shan Ye yard. The tranquility of the countryside is accompanied by the falling rain, and the chaotic thoughts are exiled. This inconspicuous detail may be the life you yearn for.

Vertical content

Copywriting is full of personality

Nowadays, the variety ecology is rich and varied, and the variety copy can not be the same. The production team will create vertical content according to the theme and style of the program, so that the copy is full of personality.

Last year, idol trainees, creative camp 10 1 and other players got together on the line, and so on, so-called "the first year of Chinese idol draft", "born against the wind, born in the sun" and other program copies also became popular on the Internet and entered the annual hot word inventory. On the closing day of "Creation Camp 20 19" this year, "Riding the Wind and Waves" also screened the social platform.

Just like "The harder you work, the better" in Iqiyi's Youth, these copywriting shows the connotation and style of idol talent show, full of positive energy and showing a distinct "youth school" style.