(4) A style, short and pithy, is often used for propaganda to express a certain scheme or creativity. 1. Also called "word pressure".
The official document file "Bei Tang Shu Chao" (Volume 68) quotes Miscellaneous Things of Han Dynasty: "First, officials do not care about things, but take copywriting as their service."
"Biography of Huan Wen in the Book of Jin": "Maintenance can't be stopped, and writing is often limited to suitable days." Tang Dai Shulun's poem "Answering Cui Zaihua": "Copywriting has accumulated over time, and I can't pull it away."
"Zi Tongzhi Jin Jianxiao Emperor Taiyuan Fourteenth Year": "Every Cao Cao has a good official to lay his hands on." "Flower Moon Scar" dates back to May 1 day: "Dutch students think they are writing for him."
2. In the old yamen, the aides who drafted documents and took charge of archives were higher than ordinary officials. The fourth time in Travel Notes of Lao Can: "Like you, Master Fu Sun sent a copy to talk about it. This face is so big! " Preface to the Biography of Xia Yan and Qiu Jin: "Take this rich man back to the yamen and ask the scribe to redress his grievances on his behalf."
3. Copywriting generally refers to the occupation of advertising companies or enterprise marketing departments and enterprise departments engaged in text work. There is a certain relationship between copywriting and secretarial work.
Secretary means that after learning and mastering the basic theories and knowledge of public relations and secretarial major, he is familiar with the principles and methods of modern philology and secretarial science, has strong writing ability, can skillfully handle clerical and secretarial affairs, can write articles, literary editors and news writers, and has strong public relations ability. 4. Copywriting, as a propaganda concept, was originally used only in the advertising industry, and later extended to various industries.
(TV programs, audio-visual products, books, etc. For example, the propaganda copy of Tokyo Love Story is "In Tokyo, everyone is the protagonist of the love story" [edit this paragraph]. The specific work of copywriting is to write newspaper advertisements, magazine advertisements and posters; Write enterprise samples, brand samples and product catalogs; Write daily leaflets and various brochures; Write DM direct mail advertisement, including envelope and email body; Writing TV advertising scripts, including shots, narration and subtitles; Write scripts for TV feature films; Write the shooting list of TV advertisements; Write radio advertisements; Translate overseas advertising copy into Chinese; Writing advertising lyrics, or Chinese (translated) foreign language lyrics; Writing various forms of online advertisements; Name the website column; Write internal copy of the website; Writing mobile phone short message advertisements; Creative elaboration of writing various kinds of advertising works; Write advertising slogans; Write product packaging copy, including: brand name, instructions for use, product ingredients, etc. Name the product or brand and give a creative explanation; Name the roadshow or activity and make creative explanations; Write the words on the invitation letter and promotional materials at the event site; Give names to various gifts and make creative explanations; Name the store and make creative explanations; Write a copy of POP materials in the window or shop; Write soft articles (news style, story style, comment style); Write a plan, or assist planners to optimize and polish the text of the plan; Assist the editor of the customer's internal magazine, provide the subject direction and review the text.
Different environments have different tempering and requirements for copywriting. The development status of copywriting enterprises Many times, copywriting, planning and design are interdependent, and even planning and copywriting work will be confused.
General enterprises have their own full-time copywriting, and only when they need to engage in some large-scale promotion activities, do business planning cases, write feasibility analysis reports and other projects with large demand, do they need to seek cooperation from outside. In the past, general enterprises would look for companies such as advertising and cultural media to cooperate.
These companies generally have professional copywriting and design teams with relatively rich experience, but due to the large business volume and wide coverage, the pertinence will be weak. With the continuous development of social economy, the requirements for professional copywriting are more stringent, and some copywriting planning companies focusing on text services gradually appear.
Like Spark Commercial Copywriting in Guangzhou, it is a kind of professional business planning creative copywriting company focusing on pure text service. The company has three planning consultants and more than a dozen copywriters, all of whom are specialized in providing written services for enterprises in various industries.
At present, such enterprises are developing rapidly, most of which are transformed from studios, and some of them are independent from cultural communication institutions.
2. What is copywriting 1? The copywriter is a salesman.
Charles, president of Judith Charles Communication Company, has a famous saying: "Copywriting is a salesman sitting behind a typewriter." Because any enterprise or brand, the purpose of advertising is essentially to sell.
However, there is a misunderstanding worth mentioning. It doesn't mean that you want to write a copy similar to a big promotion (of course, it is also an expression under a certain strategy), but that you need to understand the "purpose" of your copy writing, and the copy you write must serve the "purpose" and how to make consumers have the impulse to buy your product (brand).
The copywriter is an apple polisher.
I'm not asking you to kiss up to the leaders, but to learn to kiss up to consumers, gain insight into society and people's hearts, and say what consumers love to hear and want to know. You know, one of the most important skills in advertising creativity is empathy, especially as part of the copy in advertising. If you want to write good advertisements and copywriting, you should first consider yourself as customers and consumers and re-examine them with their thinking and vision.
Extended data:
The main work of copywriting:
1, writing newspaper advertisements, magazine advertisements and posters;
2. Write enterprise samples, brand samples and product catalogues;
3. Write daily leaflets and various brochures;
4. Write DM direct mail advertisement, including envelope and email body;
5. Write TV advertising scripts, including shots, narration and subtitles; Write scripts for TV feature films;
6. Write the shooting list of TV advertisements;
7. write radio advertisements; Translate overseas advertising copy into Chinese;
8. Write advertising words or Chinese (translated) foreign language lyrics;
9. Write various forms of online advertisements; Name the website column;
10, write the internal copy of the website.
Baidu encyclopedia-copywriting
3. What is the meaning of copywriting? Copywriting generally refers to the occupation of advertising companies or enterprise planning departments engaged in writing work. There is a certain relationship between copywriting and secretarial work. Secretary means that after learning and mastering the basic theories and knowledge of public relations and secretarial major, he is familiar with the principles and methods of modern philology and secretarial science, has strong writing ability, can skillfully handle clerical and secretarial affairs, can write articles, literary editors and news writers, and has strong public relations ability.
It also refers to a style, which is used to express a certain scheme or idea.
[Edit this paragraph] The specific work of copywriting
1, responsible for product advertising promotion strategy, expansion planning and creative writing of promotional materials;
2. Responsible for planning creativity and media budget;
3. Responsible for business contact with media and advertising companies;
4. Cooperate with the company's products for promotion planning;
5. Write the company leaders' external speeches [1].
For example:
Advertising copy: film and television advertising scripts, newspaper advertisements, leaflets, etc.
Corporate copy: corporate propaganda, news propaganda, image propaganda, etc.
Generally, copywriting and planning are separated, but sometimes copywriting will also do some activities planning, news planning and other work, which will be focused according to the company's situation.
4. What is the performance of the advertising copy? It is to form a complete and effective advertising work together with other producers and performers. This kind of advertising work is an intermediary to communicate directly with the target audience. Therefore, the writing process of advertising copy is a process of developing and expressing creativity, and a process of using language to communicate with the target audience.
Basic requirements of this course
The purpose of this course is to lead students into the world of advertising expression, clearly grasp the special position, basic principles, basic principles, specific norms, operational categories, performance types and other basic issues of advertising copy in the whole advertising movement, and on this basis, use the ability of expression and the ability to master language and characters to create effective advertising copy. Cultivate high-quality copywriting with real talent and practical learning.
Teaching content of this course
Introduction: advertising copy and its writing: this paper mainly expounds the concepts of advertising copy and its writing, expounds the purpose of advertising copy writing behavior, and puts forward the text characteristics and particularity of advertising copy.
The first part: Discussion on the basic problems of advertising copy writing. Including condition theory, principle theory, process theory, structure theory and so on.
The second part: the practical category of advertising copy. Including five structural components of advertising copy, advertising copy from different media, industries and information subjects, as well as a series of advertising copy writing and integrated marketing communication.
The teaching form of this course
1. Theoretical explanation and explanation: The basic principles, methods and theoretical knowledge involved in this course are theoretically explained and explained by words and figures.
2. Case evaluation: select typical cases, analyze and judge the cases, make practical explanations for theoretical elaboration, and provide basis for students' analysis.
3. Appreciation of works: Through the appreciation and analysis of the advertising copy works that can effectively spread, improve students' identification level of advertising copy.
4. Homework and exercises: Set up a "copywriting laboratory" to provide relevant copywriting exercises and operation topics for all knowledge points, so that students can get practical exercises and lay a practical foundation for becoming a famous advertising copywriting in the future.
5. What exactly does copywriting do? I have worked as a copywriter in a design company before, because the nature of an advertising company may include design and advertising.
The copy of the creative department should be similar to the design copy I have done. Most of them cooperate with designers to do some copywriting work, such as advertising copywriting.
The copy of the planning department may be a planning case formed in cooperation with the planning department, and it may be aimed at your advertisers and make some feasible plans for customers. Whether it is finally adopted depends on the planning idea and whether the expression of the copy meets the wishes of the customers. Personally, if you just graduated, you can now go to the creative department to do copywriting and understand the industry.
However, it is also a good starting point if you can do planning copy directly now. Creative copy, as its name implies, is creative, with few words, but it requires accuracy, novelty and uniqueness.
Planning copywriting is a kind of overall thinking expression, which requires the overall organizational ability of language.
6. What exactly is copywriting planning? Hello, it is quite common to engage in copywriting planning after finishing your major. I have such friends around me, whether it is advertising design or Chinese language and literature, I graduated from design major myself, and now I am also engaged in copywriting planning. Let me give you a brief introduction. Maybe you can try:
Copywriting is a job, but it is actually two jobs, but planning and copywriting are often separated, because planning belongs to pre-planning and copywriting belongs to post-execution, but the specific planning scheme in the early stage is generally written by copywriting (including ideas and strategies, there is usually a brainstorming meeting before writing to determine the writing direction and depth of the scheme), not to mention post-execution, so it will become over time.
In practical work, the software used in copywriting planning is basically office series, among which WORD and PPT are the most commonly used. Professional design software is rarely used in daily work unless you have special needs. So you don't have to worry about the operation level of your own design software.
In addition, I will list some job responsibilities about copywriting planning for your reference only:
Responsibilities of copywriting planning:
1. Assist in the design and writing of various publicity planning schemes of the company;
2. Be responsible for promoting copywriting and publicity materials;
3. Responsible for writing the company's external media and advertising expressions;
4. Assist the editing and editing of various publications of the company;
5. Regularly update industry information and write industry newsletters;
6. Responsible for the collection and arrangement of media soft articles and advertising materials.
There is also the interview question of copywriting planning: Baidu: job006 interview question network, where there are job responsibilities and interview questions of copywriting planning in all walks of life.
I hope I can help you ~ ~ ~
7. What is a copy loaded?
Copywriting is a position of writing in a company or enterprise, which is to express the established creative strategy in words. Copywriting is different from designers' expression through pictures or other means, and it is a process of performance, development and deepening in turn with advertising creativity, which mostly exists in advertising companies, corporate propaganda, news planning and so on. In ancient China, copywriting was also written according to the rules. Official documents and archives "Bei Tang Shuchao" Volume 68 quotes "Miscellaneous Affairs of the Han Dynasty": First, officials do not care about things, but take copywriting as a service. Biography of Huan Wen in the Book of Jin: Maintenance can't be stopped, and daily writing is limited to the appropriate time. Tang Dai Shulun's poem "Answering Cui Zaihua": Copywriting is piling up, and I can't pull it out. "Zi Tongzhi Jin Jianxiao Emperor Taiyuan Fourteen Years": When Cao Cao gets a good official, he must follow the article. "Flower Moon Scar" returns to May Day: Dutch students think it was written for him.