Advertising copy writing is a process of creative realization. In this process, advertising copy should express advertising creative strategy and performance strategy in words under the special principles and conditions of advertising copy. This performance 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.

Section 1 The concept of advertising copy

Advertising copy was born with the birth of advertisement, but the concept and definition of advertising copy were not synchronized with the birth time of advertising copy. American advertising historians call 1880 the year when American advertising professional writers appeared, and Bowles was the first advertising copywriter in the United States. In modern China, the study of advertising began with Xu 19 19. His "Journalism" has a chapter devoted to "advertisements in newsprint", and later the famous journalist Ge's "History of Chinese Journalism" also has a chapter devoted to "advertisements". 193 1 Su Shangda published Introduction to Advertising. None of the three authors mentioned the concept and definition of advertising copy. 1979, the advertising industry in China recovered, and works on advertising appeared one after another: 198 1 year, Tang Zhongpu and Jia Bin wrote Practical Advertising: "In order to achieve the expected purpose, we must understand several principles that should be followed when creating an advertising draft (including text draft and picture draft)."

1985 Fu and Kuang Tiejun wrote advertising: "Advertising words in a broad sense, also known as advertising manuscripts, advertising copywriting or advertising performance, include all advertising works such as advertising words, paintings, photos and their layouts. For example, newspaper advertisements are not limited to words, but also include colors, paintings, pictures and decorations. Advertising in a narrow sense only refers to the Chinese part of advertising works. The advertising text mentioned in this book adopts the narrow concept of advertising text, that is, advertising text is the language used to indicate the purpose of advertising, excluding paintings and photos. "

199 1 The translator adopted the concept of "advertising copy" in the series of Modern Advertising Masterpieces published by China Friendship Publishing Company, and then many advertising translations and works in Hong Kong and Taiwan also generally used the name and concept of "advertising copy". The concept of advertising copy was not put forward by advertisers in Chinese mainland, but was established with the help of translations and works in Hong Kong and Taiwan.

Looking at the works on advertising copywriting in the mainland book market, we can see that many of its concepts are the same in the author's understanding, referring to "advertising copywriting". However, the extension and connotation definitions of these concepts include the following three phenomena:

1. Advertising text = advertising draft = advertising works = advertising copy. As Fu and Kuang Tiejun said in Advertising. (Fu, Kuang Tiejun, Advertising, p. 142, Guangdong Higher Education Press, p. 1, August, 0985. Although the author distinguishes between broad sense and narrow sense, they are the same in concept names.

2. Advertising draft = advertising copy = all written materials of advertisements in advertising operation. Gu Zhi's "Advertising Copywriting Skills" begins with the introduction. (Gu Zhi, editor-in-chief of Advertising Copywriting Skills, page L, Shanghai Branch of China Encyclopedia Publishing House, 1995, 1 version. )

3. Advertising copy = all the language parts in the finalized advertising work. (Chin Hung Kao, Xu Zhiming, Advertising Copywriting, Page 4, China Price Publishing House, L Edition, 1997, 1. )

Determination of the concept of advertising copy: advertising copy is all the language parts of the final advertising work.

(1) Advertising copy is the part of the advertising work that has been finalized and will not change, and directly meets the audience;

(2) Advertising copy is all written materials and forms in advertising works rather than in the process of advertisement operation;

(3) Advertising copy is the language part of advertising works, excluding other elements such as pictures;

(4) Advertising copy is the whole language part of advertising works, not just a part of it;

(5) Advertising copy includes two parts: language and text in advertising works, in which language refers to audio language or oral language, and text refers to written language (including subtitle form in TV advertisements).

Advertising copy refers to all languages and characters in advertising works (except those existing in the product packaging itself). Its internal composition includes advertisement title, advertisement text, advertisement slogan (slogan), advertisement attachment and even advertisement quasi-slogan. Advertising copy is the implementation and deepening of advertising creative strategy and performance strategy. Together with other forms of expression, it transmits information and promotes communication, and it is a direct intermediary between advertisers and audiences.

Section 2 The purpose of advertising copy writing

Talking about the purpose of advertising copy is actually talking about the purpose of advertising operation Advertising copy should be examined from both macro and micro aspects from the purpose of advertisers.

The macro purpose of advertising copy writing;

(1) Shaping corporate image and building corporate personality. In the social environment, public mentality and market environment, create a new image for enterprises that conforms to the characteristics of "class" of enterprises and reflects their own characteristics.

(2) The shaping of brand image and the construction of brand personality. The shaping and construction of brand image and brand personality is based on products, and its purpose is to develop and sell products. Advertisers set up and spread the image and personality of products with the help of advertising and copywriting activities, so that products can form brand effect and brand scale.

(3) Open product awareness. Product awareness is an important prerequisite for people's consumption activities. It is the main advertising purpose of the product in the market introduction period to open the product popularity and let all women and children know it.

(4) Establish the reputation of products. Fame is not equal to goodwill and reputation. Products known to all women and children may not produce good sales performance. Through advertising activities and the dissemination of advertising works, the audience's goodwill towards the products is formed, and the high goodwill and reputation of the products are established, thus generating brand loyalty or repeated consumption.

(5) Cooperate with promotional activities. Expand the popularity of promotional activities, set off people's consumption boom, and finally expand the sales performance of products.

With the change of modern people's lifestyle and consumption mentality, advertising activities with the important purpose of forming consumption have different direct and indirect purposes in different objects, regions and periods, and the writing purpose of advertising copy can be further expanded and subdivided. However, the degree of refinement and micro-purpose of advertising copy writing will be elaborated in detail in the next class.

The second part: the micro purpose of advertising copy writing.

1) communicate and express advertising creativity

The performance process of advertising works is the process of conveying and expressing advertising creativity. Advertising copy should express advertising creativity in place, convey and express it with language, and deepen and develop advertising creativity.

2) Reflect the advertising theme.

The theme of advertising is expressed in harmony with language and other elements. The theme of advertising performance is conveyed and embodied between the lines, which shows that the writing of advertising copy is successful.

3) Reasonable organization of information materials

Find expressive and infectious materials that meet the purpose of advertising and are unified in the overall idea of advertising planning, and organize and use them reasonably.

4) Reflect the expression style of advertising works.

The embodiment and determination of the expression style of advertising works requires the writer to actually express it with a language structure that conforms to the expression style, even if it is different in tone, pronunciation, phonology and sense of language. Copywriting should find the organic connection between the above factors and performance style, so as to form an advertising copy that meets the requirements of performance style.

5) Form the written form of advertising copy.

Advertising copywriting is to materialize advertising creativity under the premise of defining advertising theme, selecting and reasonably organizing advertising information content, and constructing and determining advertising expression style with appropriate language and words, and form a text form that conforms to advertising strategy and can achieve advertising effect.

The writing purpose of advertising copy has a very close relationship with the characteristics of advertising campaign, which almost overwhelms the characteristics of writing itself. Writing behavior gives up freedom and adjusts itself under the general purpose of advertising.

The third lecture: the characteristics of advertising copy writing

The process of length writing behavior

Writing behavior is a process. In this process, the writer knows, analyzes and grasps the objective materials, and writes articles with his own unique language and expression on the basis of the accumulation, experience and understanding of life by the writing subject. This is a complicated and arduous behavior process.

2. The objective dependence of writing behavior

There is an important process in the generation and development of writing behavior, which is the collection, screening, analysis and application of original materials. In this process, writing behavior shows a special dependence on the objective world and objective things. Writers can only process raw materials on the basis of objective things.

3. Subjectivity of writing behavior

In the process of writing, writers use their own knowledge accumulation, life experience and rational judgment to process raw materials. In the process of processing, the initiative of the subject, the characteristics of thinking, the ability to master language and writing, and the organizational level of the article structure all play a key role in the composition of the article. Therefore, the same objective object may reflect different factors and styles in the works of different writers.

4. The purpose of text formation of writing behavior.

The ultimate goal of writing behavior is to form a text. The author expresses his grasp of the subject and object of the objective world between the lines, and connects them with a unique structure. The final text form is the materialization of the author's own thoughts and the intermediary of communication between the author and readers.

5. Practicality of writing behavior

Writing behavior shows its practicability because of the above characteristics. The formation of the text needs the writer's practical operation, and in every process, practicality is the premise to achieve the writing purpose.

Text characteristics of advertising copy

1. It has a perfect performance structure, but it is not limited to structural integrity.

The text of advertising copy reflects its own uniqueness and integrity in structure. Compared with the general text, the advertising copy text has various parts such as title, text, slogan, annex and even quasi-slogan, and its performance structure is unique and perfect. In a perfect performance structure, each part has its own functions, which endows the copy with unique attraction, complete information content, vivid expressive force, profound appeal, clear hierarchy and orderly order, so as to obtain perfect communication effect. At the same time, the structure of the advertising copy text is not limited to the integrity of the structural form itself, but based on the purpose of advertising communication or sales, taking the creativity and expression as the foundation, and organically handling the arrangement and selection of the structure. In the actual advertising copy, there will be a copy that only adopts a certain part of the structure (such as untitled copy, headline-only copy, etc.). ), breaking the complete structure and forming more effective communication and persuasion with unique structure and unique appeal.

The title of the advertisement: 1999 makes our journey full of laughter.

Sichuan southwest airlines ad planning co., ltd

Image from: Collection of Award-winning Works of the 7th National Excellent Advertising Works Exhibition.

The 7th National Excellent Advertising Works Exhibition Working Committee was held from June 5th to1October 30th, 2000.

Advertisement title: In Guangzhou, everyone has a chance to shine!

Guangzhou Tianjin advertising co., ltd

Image from: Collection of Award-winning Works of the 7th National Excellent Advertising Works Exhibition.

The 7th National Excellent Advertising Works Exhibition Working Committee was held from June 5th to1October 30th, 2000.

2. Use and apply various expressive techniques to achieve advertising purposes.

There are various ways and means to express advertising copy. One of the biggest excitement of advertising copywriting after receiving the task is how to convey information in the most attractive way. However, the creation, selection and application of expression techniques in the formation of copywriting text are only for the purpose of effective communication and advertising by means of expression.

3. Convey information but pay more attention to persuasion and persuasion of the audience.

The text forms of advertising copy can be varied, but advertising copy can only exist in the activities of conveying advertising information, and the writing activities of advertising copy can only be carried out in the process of conveying advertising information. Moreover, the basic task of advertising copy writing is how to convince and convince the target audience while conveying.

It's a pity that I didn't show you the matching graphic design because I didn't master the relevant drawing technology. But please rest assured that I will try my best to be familiar with the relevant methods and try to show them in the next lecture.

I'll send it here today. I wonder if the number of words and arrangement have reached the requirements of Xiaozhu.

Next class, we will learn the comparison between advertising copy and other stylistic writing. Interested slate oil is welcome to browse at that time.

The fourth lecture: the comparison between advertising copy and other copy.

1. The difference between advertising copywriting and literary writing

(1) has different writing purposes.

The law of literature itself and its unique expression make the creation of form itself an important purpose of literary writing. It is one of the writing meanings of literary writers to let readers indulge in the aesthetic process of literary forms.

Advertising copy writing should not produce a text form that is divorced from or higher than the purpose of advertising activities. Only by conveying advertising information and obtaining a written form that can communicate with target consumers and promote consumers' buying behavior and desire can we achieve the purpose of advertising copy writing.

(2) The relationship between writing subject and object is different.

The first concern of advertising copywriting is not how to express the ideas and talents of advertising copywriting, but how to use talents to process information and express it more accurately, perfectly and attractively. The writer's subjectivity serves the expression of the object, and the subjective style exists for the goal of the object.

(3) the use of literary means of expression

In order to strengthen the appeal of the copy and induce the audience to read the whole copy, advertising copy writing often adopts literary expression. However, the use of literary language, literary brushwork and literary sentence patterns is only for the audience to be infected in the literary atmosphere, and to feel grateful and desire to buy products. The expression of literature here is only a means for advertising works to achieve their own goals.

2. The difference between advertising copy writing and news writing

(1) Difference of authenticity requirements

Both news writing and advertising copy writing require truthfulness. However, their requirements for authenticity are essentially different in scope, scale and object. The authenticity of advertising copy writing is the authenticity of information content, and the advertising law has clear provisions on the authenticity of advertising information content. If it violates the authenticity requirements of relevant information in the Advertising Law, it is an illegal advertising work. However, the requirements of the advertising law for the authenticity of expression form and style are only the measure of artistic truth. In the method of expression, it is not required to reflect reality, complete truth, and fiction is allowed.

(2) the difference between using media

The publication and dissemination of news works are restricted by some media. The publication and dissemination of advertising copywriting works have no special requirements for the media. The media application scope of advertising copywriting far exceeds the application scope of news writing. As long as it helps the target audience to receive and convince them, it is a good media channel.

The restriction of advertising strategy on copywriting

The development process of advertising movement is composed of many interlocking processes. In these interlocking processes, advertising strategy is the macro guidance of the overall advertising activities, and advertising strategy is the definition of the specific action plan and action mode for advertising activities to carry out phased activities and individual advertising activities. Advertising strategy and advertising strategy play a decisive role in guiding and controlling the writing of advertising copy. Before writing a copy, copywriters should consider the following questions:

1. What is the information content of the advertising campaign-is it enterprise, product or service?

2. What is the purpose of advertisers' advertising activities-to expand the visibility of enterprises and increase the reputation of products, or to directly cooperate with product promotion activities for sales promotion?

3. Who is the target audience or target consumer of the advertising campaign-what group characteristics and personality characteristics does he or she have? What are the characteristics of their lifestyle, consumption pattern, cultural accomplishment, reading or accepting external things?

4. What is the role of advertising copy in the whole advertising campaign-brand structure? Concept formation? Function display? The embodiment of added value?

5. What is the media of advertising copy-through reading newspapers, through audio-visual broadcasting, or through audio-visual television? New network?

6. What is the time and layout of advertising media combination and media application strategy-how many pages of print advertisements and when? What is the location and media of outdoor advertising? How long is the TV advertisement, when and in which area?

7. When will the advertising copy be delivered and published-when will the advertising copy be completed and published in the advertising planning and advertising scheme?

Grasp the advertising strategy of copywriting

Well, let's assume that Shanghai Santana 2000 is also a successful personification means. We claim that it has been welcomed by the target consumers and also by ourselves, so as to win their sense of identity: this is an eye-catching car, and we regard it as a creative concept, which runs through all the drawings. "People's attention" is a simple word, but we think that four words are enough to represent the products and brands of Shanghai Volkswagen, and even the corporate image of China's top ten joint ventures for four consecutive years.

There is no doubt that this is a creative concept with a vast creative space, which makes our thinking rampage in this space. Any element related to automobile, which is respected, valued and successful, becomes amiable and attractive in our eyes, because as long as each element is accurately related to the product and given different "packaging", it may become a big idea-a big idea. So we list all the elements we can think of, then bury ourselves in this pile of ideas and start looking for the unique, powerful, executable and relevant ideas we want.

Product: Santana 2000. Shanghai Ogilvy & Mather Co. The following describes the important relationship between advertising strategy and advertising performance (including advertising copy, art design, etc.). ):

When we creatively come up with this set of drawings, we always remind ourselves to think strategically and not to leave the scope allowed by "strategy", because the only purpose of advertising is to sell. "We sell, or else" (david ogilvy). Fortunately, we have made a good start: in the formulation of strategy, we have positioned Shanghai Santana 2000 as a respected successful person, who has achieved success in a certain respect and is looking forward to greater progress. They are ambitious and full of ambition. How can we communicate with such a target group?

The fifth lecture: Copywriter's grasp of advertising strategy.

Product: Santana 2000. Shanghai Ogilvy & Mather Co. The following describes the important relationship between advertising strategy and advertising performance (including advertising copy, art design, etc.). ):

When we creatively come up with this set of drawings, we always remind ourselves to think strategically and not to leave the scope allowed by "strategy", because the only purpose of advertising is to sell. "We sell, or else" (david ogilvy). Fortunately, we have made a good start: in the formulation of strategy, we have positioned Shanghai Santana 2000 as a respected successful person, who has achieved success in a certain respect and is looking forward to greater progress. They are ambitious and full of ambition. How can we communicate with such a target group?

Well, let's assume that Shanghai Santana 2000 is also a successful personification means. We claim that it has been welcomed by the target consumers and also by ourselves, so as to win their sense of identity: this is an eye-catching car, and we regard it as a creative concept, which runs through all the drawings. "People's attention" is a simple word, but we think that four words are enough to represent the products and brands of Shanghai Volkswagen, and even the corporate image of China's top ten joint ventures for four consecutive years.

There is no doubt that this is a creative concept with a vast creative space, which makes our thinking rampage in this space. Any element related to automobile, which is respected, valued and successful, becomes amiable and attractive in our eyes, because as long as each element is accurately related to the product and given different "packaging", it may become a big idea-a big idea. So we list all the elements we can think of, then bury ourselves in this pile of ideas and start looking for the unique, powerful, executable and relevant ideas we want.

Research on the content of advertising performance

The content of advertising performance refers to the information content and subject matter expressed in advertising works. Advertising copy should clean up and explore the complicated materials provided by advertisers;

1. About the product.

What are the raw materials of the product? How is the product made? What are the advantages of manufacturers in producing products? What are the characteristics of the product?

2. About competitors.

Who is the competitor of the product? What are the characteristics of competitive products? What is the sales situation of competitors' enterprises and products? What are the performance contents and characteristics of competitors' product advertisements?

3. About the target audience and target consumers.

The target audience has its special lifestyle and value system, and the target consumers have their different lifestyles and consumption tendencies. Who are they? What is their special language, their lifestyle, their evaluation and consumption tendency?

4. After cleaning and digging, determine the way, style and specific content of advertising.

The premise of selecting and determining the content of advertising performance

1. Fit for purpose

Select and determine the content of advertising performance according to the purpose of advertising. This purpose is not only the general purpose of advertising activities determined by advertisers, but also the purpose of advertising performance. Advertising copy should find a kind of performance content related to the performance purpose of advertisers, so that advertising performance can achieve the advertising purpose.

2. Object-oriented

Make the content and theme of advertising information conform to the interests and needs of the advertising target, lifestyle, product use doubts and external information acceptance characteristics.

(1) Objectivity of Interest Point Appeal

Understand the interest points in advertising information according to the interest tendency of target consumers. Every consumer has his own transcendental or ideal demand for "similar interest points" and "special interest points" of products. It is necessary to grasp their special needs for interest points and make targeted selection of appeal content.

(2) the theme selection of the performance object

In order to make the advertising information acceptable to the target consumers and promote their own behavior, we should choose a suitable carrier-expressing the theme.

The appropriateness of expressing the theme refers to choosing what kind of people, scenes and plots to express the advertising information according to the habits or preferences of the advertising target. For example, the arrangement of the scene, the development of the plot, especially the use of children's songs in the advertising copy, all reflect the objectivity of the performance theme selection.

(3) Objectivity of performance style

Language has style. Different people like different language styles. The target audience is ordinary citizens, and it is best to appear in the language of citizen style in the copy, and the target audience is white-collar workers. It is best to use the unique language style and state of white-collar workers in copywriting. Only by communicating with the object in a language style that conforms to the object can the communication function of the copy be completed.

Step 3 perform

Not all advertising materials are expressive, and materials and information without image sense are non-expressive materials and information; And only information with a sense of image is infectious. Therefore, when determining the performance content, we should try to avoid information performance without image sense. It can be said that a very important job of advertising copy is to find a sense of image to express the content, and to combine the unique function of the product with the theme of image expression.

Lecture 6: Research and Determination of Consumer Goals

Basic problems in the research and determination of consumption objects

(1) Who is the target consumer or target audience of the advertising copy determined in the advertising strategy?

(2) What is the age, gender, education level, lifestyle and value orientation of the target audience or target consumers?

(3) What are their requirements for the benefits and ideal benefits of products?

(4) What are their habits or special ways of accepting foreign information?

(5) What kind of language expression, appeal and style tendency do they like best?

(6) What are their buying habits? Do you need a special sense of buying? What kind of touch?

Pay attention to the research and determination of consumption objects;

(1) In Chinese mainland, consumers who need functional products account for an absolute proportion.

(2) In Chinese mainland, the individualization and individualization of consumption patterns are getting stronger and stronger.

There are many ways to show personality characteristics, and the consumption of showing personality and personal views in a product is also a way. This way makes consumers tend to independently project personality factors in the environment and reflect themselves or satisfy themselves in the production process.

(3) In Chinese mainland, consumption with symbolic value is becoming an important reason for consumption behavior.

People's consumption foothold is not in the original function of the product, but because of the superphysical value attached to the product. Therefore, people's enthusiasm for the brand has created an enduring brand life.

Consumers' Pursuit of Supermaterial Value and the Inevitability of Consumption

1. Find the value object of personality projection and personality matching.

This search is manifested in people's enthusiasm for semi-finished products consumption, their desire to participate and their yearning for "buying themselves". Therefore, the shaping of brand image, the discovery of conceptual image and the composition of copywriting style that conforms to consumers' personality will greatly arouse the interest of target consumers.

2. Looking for the value object of attachment complex.

Attachment is a state of mind. An important activity of modern people in the "personal world" is to make up for the emotional release that cannot be obtained in society. An effective activity of emotional release is to project one's attachment complex onto other things. This kind of projection can be produced on any kind of object, as long as the object has certain characteristics. Therefore, we can explore and create the added value of products for people looking for objects to convey attachment complex.

Actual case:

Confucius wine makes people homesick (Confucius wine)

China car always looks at dad's shoulder (China car)

Even the fingers are delicious (KFC)

Personally, I think the matrix of advertising is not marketing or economics, but psychology. There are two reasons:

First, the performance process of advertising is actually the application process of psychology.

Second, the successful advertisers I have contacted in my practical work are all excellent psychologists.

Hehe, it seems a bit far-fetched. In fact, the purpose is very clear, that is, I hope that everyone will pay attention to the application of psychology in their work, and often good results will be achieved.