Model essay on print advertising copy
It is the dream of many friends in the advertising industry to conceive a wonderful advertising copy, but many people think that a good advertising copy is "impossible to meet", which mystifies creativity. Actually, writing a good copy is not as profound as you think. If you keep the methods and patterns introduced in the original meaning in mind and use them before writing a copy, I believe your copy will be as outstanding and eye-catching as An Island in Wang Yang.
1. Digest the data of product and market survey, and describe the product in no more than 20-30 words, which should include the features, functions, target consumers and spiritual enjoyment of the product.
2. Ask yourself: What should I promise to my consumers? This is very important. No one will buy your things if there is no commitment. The more specific the commitment, the better. The promise of "making you beautiful" is not as powerful as "removing spots on your face" and "making your skin fair and shiny", as powerful as "saving money for you" and as powerful as "saving you 10 yuan"! Don't write down promises that you can't believe. What is the guarantee of your promise? You should consider it clearly in the copy.
3. Identify a core idea, also called a big idea. This core idea is simple, can be extended into a series of advertisements, is original, and can awaken many indifferent and indifferent consumers.
For example, our great idea of "Red Evergreen Sheep Fetal Element", a beauty and health care product, is "Red Evergreen, to redress grievances for women". "Uneven" refers to "wrinkles and spots on the face" and also refers to the injustice and complaints in the heart. A series of advertisements have also attracted people's attention.
The most important thing in an advertisement is the title. The title is well written, and the advertisement won 70%-90%. Please grasp the creativity of the topic.
Three basic points:
(1) Storytelling: Stories with attractive headlines will attract people to read the text carefully, such as "Unexpectedly, a racing car entered the kitchen". This is a creative advertisement we made for the "Racing Family" of Fire King's new combustion furnace in 1997. It created a story and attracted people's interest in watching the advertisement.
(2) Novelty: An advertisement that can arouse people's curiosity will attract many people. The title of the advertisement must be novel. We made an advertisement for Yishengtang Three Snake Gallbladder, "Why is Yishengtang Three Snake Gallbladder" superficial "? "Getting angry" and "fighting" Youth "is creativity". Please look at today's inverted advertisement-the family photo is here! " And other advertisements are more in line with the novel characteristics.
(3) News: Everyone loves to watch news, and headlines written like news will attract people's attention. Kuanfei Bionics has adopted the company's idea of "exclusively disclosing the news", and the idea of "It's time to cease fire" by the ancient three snakes has aroused strong response from consumers.
5. Some creative methods:
(1) personification: When products are personified, there are usually good ideas, which are adopted as the advertising words of three-point Mu Si creativity: "Is your hair angry?" , using anthropomorphic techniques, quite vivid.
(2) Reverse thinking: Others always say that they are the boss. If you admit that you are the second child, it will be extraordinary. Others say "red" and you say "black", which is often unexpected. William Barker's book Elvis Presley is Second in Taxi Industry is shocking. Real estate likes to say that we are in a "prime location". We use reverse thinking to advertise a real estate that it is in a "silver lot", to appeal to its "appreciation potential", to create another real estate advertisement "I like picky buyers" and so on.
(3) Situational imagination: Many advertisements rely on familiar situational imagination in life. For example, don't be too angry about what you want to give me at Yishengtang, and don't bake it this time. It seems that Tian Jian Garden is going to open a difficult shop here, all of which describe the conversations between men and women when they return home, go home and fall in love, the scenes in the office, the scenes in the college entrance examination and the scenes in the park, which are very human. ,
Model essay on print advertising copy
(4) With the help of hot topics and news: At the most popular time of Water Margin, it was adopted as an ancient three-snake gall and shaped Sun Erniang. The advertising effect is extraordinary. We are the same pharmacy three? "Three" is launched in eight sections? The advertisement of "Eight Men Working Together" is also quite influential.
(5) Use metaphors, symbols and associations. Comparing or associating a feature with an object or other things often has more amazing effects. For example, we compare "screaming car electronic anti-theft lock" to "cat", and the advertisement title is "Can a cat save your car?" The advertising title of Gabbana red wine is "Gabbana, a wonderful girl from Yantai". In Tian Jian gardens, we use famous works and paintings to compare architectural masterpieces, which is very precious. Lenovo can create many good copywriters, such as Shanghai Mitsubishi, whose phone number is 30303030, which reminds people of Mitsubishi at once.
(6) The use of exclamatory tone should be creative, such as "sure enough", "hateful" and "dear" are very attractive.
(7) Using layout creativity, we are the three snakes of Yishengtang, and the creative vertical advertisement in Tian Jian Garden is quite special.
(8) With the help of familiarity.
(9) With the help of pets, beautiful women and babies. Limited by space, I won't give examples one by one.
6, a good copy, the most important thing is to tell the truth, do not put on airs; Give intimacy and inject real feelings. To tell the truth, the most classic is Ogilvy's creative work "When Rolls Royce is driving at 60 kilometers per hour, the loudest noise in the car comes from electronic instruments", which lists a lot of facts and is extremely wonderful. Advertising text must avoid empty preaching and tell consumers some very real and specific figures.
Give the copywriter a sense of intimacy, that is, you must write the article in a friend's tone, and your words reveal your sincerity and approachability. Your temperament will be brought into the product, and consumers are likely to buy the product.
If you write with true feelings, the words that touch you will definitely touch others. There is an advertisement in the Olin Distilled Water Series, which is about my own personal experience and touched many people.
7. Good advertising copy greets the target group directly. Your target consumer group is women, so it's better to have words like women and sisters in the copy. If it is the mother of the child, there must be a "mother"; if it is a man, there must be the word "man".
8. Don't be afraid that the topic or copy is too long. Good advertising copy is not necessarily a short story. I wrote an advertising copy "Yishengtang Breaking the Myth" for Yishengtang Sanshe, with a total of 5,000 words, and received tens of thousands of letters from consumers. If a product can be clearly expressed in a short story, it is short. If you use a long copy, it will be more vivid and powerful, and it will be more powerful to promote.
9. It will be more attractive to arrange lucky draws, gifts, coupons, etc. In advertising copy, telling about these gifts or lottery will give people a refreshing feeling.
10, advertising copy will be more vivid if it can be combined with an event or activity. The advertisement of our collection, Wang Bao, "Tibetan friends send treasures to Wuxi people" is coming! At the same time, combined with the gift-giving activities in the square, the effect is extraordinary.
1 1. To write a good copy, you must have enough pictures and reference materials in your mind. I learn from Ogilvy and Leo Boehner. I have a notebook to record very good ideas. When my thoughts are exhausted, I will open these treasure boxes and have a look. I often use my spare time to cut newspapers, cut out a good advertisement and great news headlines for emergencies. When I write an article, I think about illustrations, so that you can have a good communication with designers.
12, avoid using very uncommon words. You'd better regard the people who watch advertisements as people with general junior high school culture. Don't beat around the bush, and don't be moved by your own ideas and refuse to give up.
13, the following words can be used as usual: free, dear, respect, saving money, epoch-making, amazing, announcement, exposure, news, brand-new, happy, comfortable, moving, secret, truth, details, a month, a day, today, tomorrow and the day after tomorrow. There are also more questions, more verbs, and so on. ,
Model essay on print advertising copy
14. If the product has some useful data, use these data as the title. For example, one name, twelve hearts (Candal image advertisement).
15, you should learn the skills of news editing.
(1) Learn to edit. You can edit the most refined sentences from a large number of words.
(2) Good layout. Print advertisements need the highest reading rate. Good editing and layout will attract people's attention
(3) It can be arranged in a suitable layout, thus making it unique.
16. Testimony advertisement is one of the effective advertising methods, but it must be written truly and the language is very appropriate to be convincing.
17. Insist on focusing on one point in an advertisement. Too many orders are easy for consumers to forget and even confuse.
Know yourself and know yourself, and you will win every battle.
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