As the name implies, it is a "text advertisement" written by the marketing planning of an enterprise or the copywriting of an advertising company, as opposed to a hard advertisement. Compared with hard advertisements, the reason why soft articles are called soft articles lies in the word "soft", just like needles hidden in cotton, which are invisible to the enemy. By the time you find that this is a soft article, you have fallen into the trap of a well-designed "soft article advertisement", which pursues a kind of communication effect of spring storms and moistens things silently. If hard advertising is my Shaolin kungfu; Then, Ruanwen is a Wudang boxing, the needle is hidden in cotton, and it is soft. The combination of soft and hard, both internal and external, is the most powerful marketing means.

There are two definitions of soft text, one is narrow and the other is broad.

1. Narrow sense: refers to the plain text advertisements published by enterprises in newspapers, magazines and other propaganda carriers. This definition is an early definition, which is the so-called paid text advertisement.

2. Broad definition: refers to the publicity and explanatory articles published by enterprises in newspapers, magazines, networks and other propaganda carriers, which can enhance the brand image and popularity of enterprises or promote the sales of enterprises, including specific news reports, in-depth articles, paid short advertisements, case studies, etc.

Soft-text advertisement is an advertisement that attracts the attention of potential consumers, enhances the sales force of products, improves the reputation of products, realizes the strategic and tactical objectives of products and guides consumers to buy.