The long-term goal of most enterprises in newspaper media is to be a brand, but the most important purpose at present is to promote the sales of products, that is, newspaper advertisements aimed at selling goods.

But in practice, more than 90% of newspaper advertisements are not mature enough, and there are five major defects. The first is that the advertising strategy is wrong, the second is that the advertising title is unattractive, the third is that the advertising picture is dull, the fourth is that the advertising copy is boring, and the fifth is that the continuous advertising is not uniform and lasting.

What is advertising copy? It is a text that introduces products and induces consumers to buy. I often see the originality of newspaper advertisements made by 4A company, with big pictures and big headlines, but few words. It may be feasible to make fast-moving products such as shampoo and drinks, but it is very "stupid" to use them in the advertising of health care products, medicines, hospitals, home appliances and any new products.

For creators, a good copy must be based on the overall advertising strategy. Then, we have to go through four difficult steps to create a copy. Copywriting is not the best, only better, constantly groping, modifying and streamlining can become a better advertising copy.

Step one: make things clear.

Make things clear in one breath, use less empty rhetoric, use more metaphors and give more examples. If you can make up a story, you can use the methods of sequence, flashback and interpolation, but you must make it clear and tell whoever you sell it to. If you sell kitchen utensils, you must stand in the position of a housewife. Even if you are a man with five big and three thick, you should understand the psychology of women at this time.

Many people write great poems and essays, but they are very rigid when writing advertising copy. Mainly because most of the copywriting works are from their own standpoint, and copywriting works should stand from the perspective of supermarket shopping guide, as if the products are in front of them. Copywriting should use the most concise and incisive words to promote products and let customers buy them in the shortest time.

Step 2: Read every sentence with relish.

Things are clear, and then look at the words in turn, is it very blunt? At this time, you need to modify your words to be interesting or fascinating. For example, when describing a person with a bad cold, many copywriters usually use words such as fatigue, runny nose and dizziness when writing this scene. And if it is changed to "He is too tired to sneeze", its reading effect will be good.

In the same way, many people will use the word "burning eyebrows" to describe emergencies, but if you change it to "stepping on the washboard like an elephant in the water", it will not only be interesting, but also make people feel that sense of urgency.

In the final analysis, "interesting, thrilling, suspenseful, questioning" and other forms of advertising copy will make people look, while descriptive and dogmatic words will make people feel disgusted.

Step three: to hell with all this nonsense.

Through the above two steps, the copy of newspaper advertisements has taken shape, but it is still not enough. Stripping should be streamlined. Just get rid of all nonsense and remember to add some punctuation marks appropriately. The maximum length of a single sentence is only 13 words. Some people have done statistics: the advertisements of 150-250 words are most in line with reading habits, at least the meaning expressed is unclear, and at the same time it is tedious and lengthy.

When I was serving ZTE at 200 1, it happened that ZTE launched the lightest and thinnest mobile phone on the market at that time, weighing about 60 grams and only 1 mm wide.

The newspaper advertising copy created by the author initially had 270 words, and finally it was reduced to about 50 words. The completed copy looks like this:

Fold the newspaper you read in half and fold it six times.

The weight, size and width of the newspaper after being folded in half.

Similar to ZTE E329.

ZTE E329 is incredibly thin.

Step 4: Read aloud to colleagues or clients.

When the whole copy comes out, even if you think it is perfect, don't rush to hand it in, but read it aloud to others, so that not only can you find the imperfections, but some suggestions from others can also make our copy icing on the cake. Every time Bai Juyi writes a poem, he reads it to an old woman. Only when the old lady understands it can it be considered a good poem. The same is true of copywriting. Constantly listening to other people's opinions is no exception, even if she has been a copywriter for 10 years.

The author served a female wrinkle removal product in the early stage, and the copywriting part won an advertising award, and the market response was quite good. I have read it to my colleagues more than 10 times, and revised it more than 20 times. Excerpts are as follows:

Wrinkles came to a woman and proudly said to her:

If you laugh, I will not hesitate to climb into your mouth;

If you cry, I will not hesitate to climb to the corner of your eye;

Even if you don't cry or laugh, think;

I'll climb to your forehead as soon as you think about it!

The woman thought for a moment and said, "What if I use ICN plants to remove wrinkle cream!" " "

Wrinkles run away as soon as you listen!

A newspaper advertisement with a wrong strategy, no matter how creative the words and pictures are, is useless. Similarly, no matter how exquisite the strategy is, when it is implemented, the words and pictures will not attract people and will waste money.

In order to create newspaper advertisements selling goods, advertising strategies, words and pictures are indispensable. If the advertising strategy is compared to the brain, then the pictures and words are the left hand, and the left hand cooperates tacitly under the unified command of the brain.

Layout application of newspaper advertisements

1. Study the size of advertising space.

The size of newspaper advertisements is the embodiment of the strength of advertisers, which is directly related to the communication effect of advertisements. Practice has proved that the larger the advertising space, the higher the attention rate of readers and the better the advertising effect (of course, it is not absolute). Therefore, the size of advertising space is directly proportional to the advertising effect.

Generally speaking, the layout of newspaper advertisements can be roughly divided into the following categories: spread, full page, half page, double column, single column, half column, eye newspaper, flower newspaper and so on. What kind of layout to choose for advertising depends on the economic strength of the enterprise, the product life cycle and the advertising situation. Generally speaking, when advertising for the first time, news and notices should choose a larger layout to attract readers' attention; Subsequent advertisements, reminders and daily life can gradually reduce the layout to strengthen consumers' memory. Holiday advertisements should use large pages, and advertisements can use small pages at ordinary times.

2. To study the radiation of advertising space.

The so-called study of advertising space is to study which page newspaper advertisements are placed in and where they are most effective. Except for full-page advertisements (full-page advertisements), there is no location problem, and other forms of advertisements have location emission problems. The same advertisement, placed in different positions on the same page, has very different advertising effects. The reason is that the attention value of advertising layout is different. It is verified by scientific research that according to the law of readers' line of sight movement, the attention value of newspaper layout is higher on the left than on the right, higher on the top than on the bottom, and higher in the middle than on the top and bottom. Sewing advertisements between two pages is not easy to attract readers' attention.

3. Pay attention to "situational coordination"

Every page of a newspaper has different contents and reporting focuses, such as news edition, economic edition, legal edition, cultural and educational edition and so on. Newspaper advertisements should be placed in corresponding pages according to the different contents of advertising products. For example, advertisements of various enterprises or products are placed in the economic edition; Movies, books and audio-visual advertisements can be placed in the cultural and educational edition. Advertisements of similar products should be arranged together to facilitate consumers' choice; Various classified advertisements can be placed under the economic section.

The content, layout, attention value and situation of advertisements are different, so the angles, ways and means of advertising copy writing should be appropriate to complement each other.

Forms of expression of newspaper advertisements

Characteristics of advertising copy writing in different layouts

1. Newspaper advertisement

2. Visual advertising

Due to the small size of newspaper advertisements, there is no room for more pictures, so advertising copy writing occupies a core position and plays a decisive role. Special attention should be paid to:

(1) We should choose news-oriented information content, or endow it with news in creativity and expression means.

(2) Advertising headlines should be eye-catching, and it is best to use news, promises or empirical headlines.

⑶ The writing of advertising copy can adopt news forms and news writing techniques, and try to use rational appeal methods.

(4) The language of advertising copy should reflect the rational, scientific and rigorous style.

5. The advertising copy should be short and pithy, avoid using long-form copy, and use emotional appeal as little as possible, especially not using assumed art forms such as prose, stories and poems, so as not to dilute the persuasiveness and credibility of the newspaper position itself.

3. Half-banner advertisement

Semi-banner advertisements are generally divided into about 65mm× 120mm or100 mm×170 mm. Because of the small layout of these advertisements, and many advertisements are arranged together and interfere with each other, the advertising effect is easy to weaken each other. Therefore, how to make advertising extraordinary, novel and unique, so as to stand out from many advertisements and jump into the reader's sight, is the writing of advertising copy to pay special attention to:

(1) Design eye-catching advertising headlines. Titles should be small in words, large in font, novel and unique, with impact, which can catch the audience's attention at once.

(2) use short passages. Language should be highly concise and concise, highlighting key information. Try to make a small layout with many connotations.

(3) Copywriting should pay attention to the organic combination with picture arrangement. It is best to do it according to the design idea of first row and then back row.

4. Single banner advertisement

There are also two kinds of single banner advertisements, about 100mm times 350mm, or 650mm times 235 mm, which is the most common layout in advertisements, which is in line with people's normal vision, so the layout itself has certain persuasiveness. From the layout area, the single column is twice as large as the half column, and this change should also be reflected in the writing of advertising copy:

(1) Copywriting can be the core part of advertising, and the corresponding appeal of copywriting can play a major role.

⑵ The design of advertising headlines can be in the form of short headlines or long headlines. However, in order to coordinate with the layout of the screen, it is best to use a single title instead of a composite title.

(3) Detailed advertising information introduction, multi-directional information explanation and information expression can be carried out in the copy. However, the text should not exceed 500 Chinese characters, so as not to occupy the layout and affect the arrangement effect.

(4) The structure of the copy can be fully used freely, and the composition of one to five parts can be expressed freely, which can reflect the most complete structural type of the copy.

5. Double banner advertisement

Generally, there are two kinds of double banner advertisements: about 200mm 350mm and about 130mm 235mm. In terms of layout area, it is twice as large as a single banner advertisement. This provides a great space for advertising copy writing, and all the structural types, expressions and language styles suitable for newspaper advertisements can be used here. Its copy should pay special attention to the following points:

(1) can appeal to the stereoscopic information and comprehensive information of the advertising subject.

(2) Advertising headlines can be multi-sentence or compound words.

(3) argumentative writing can be used in many ways, and some subtitles can be used to arouse the audience's reading.

(4) Layout can be placed in a secondary position, and the task of persuasion and induction is basically completed by advertising copy.

5. If the advertising products are in the mature stage, we should pay more attention to the brand embodiment and consistent concept embodiment of the advertising subject when adopting emotional appeal.

6. Half-page advertisement

Half-page advertisements are generally about 250mm×350mm and170 mm× 235 mm. Half-page advertisements, full-page advertisements and spread advertisements are all called large-page advertisements. It is the embodiment of the strong economic strength of advertisers.

It provides a broad expression space for the writing of advertising copy. Therefore, the writing of half-page advertising copy should pay special attention to:

⑴ Try to broaden the visual effect of the picture by using the aesthetic principle of "Loud and sparse sound, elephant is invisible". "White is black, virtual is real", give full play to the imagination of the audience.

⑵ Copywriting can adopt both perceptual appeal and rational appeal. Various forms and means suitable for newspaper advertisements can be used to assist the picture, create momentum, set off the atmosphere and strengthen the visual impact.

⑶ Use headlines, less copywriting and important articles to simplify and highlight the positioning, thus reflecting the momentum and formal attraction of the main brand image.

7. full-page advertisement

Generally, full-page advertisements can be divided into two types: 500mm times 350mm and 340mm times 235mm. It is the largest page in China's single-page advertisement, giving people a broad vision and a magnificent feeling. How to effectively use the layout space of full-page advertisements and create the best advertising effect is an important task of advertising copywriting.

At present, we use full-page advertisements in three ways:

(1) There are texts without pictures or occasional illustrations, which basically appear in the form of copywriting. Use an introductory style to introduce the product line or enterprise in a more detailed and comprehensive way.

(2) Take pictures as the main part, supplemented by words. Develop emotional appeal with creative and ambitious overall situation, overall situation and a few words. Here, the finishing touch of advertising copy, the coordination between copy and picture style are the key elements worthy of attention.

⑶ Make use of the news and authority of newspapers and adopt reportage to enhance corporate image.

Practice has proved that the second usage has the best effect. Therefore, there are more and more such full-page advertisements.

8. Cross-page advertising

That is, an advertising work is published in two or more newspaper pages. Generally, there are several forms such as full-page cross-board, half-page cross-board, 1/4 cross-board, etc. Cross-page advertising can reflect the great boldness of vision, solid foundation and economic strength of enterprises, and is readily adopted by large enterprises.