Refers to the expression of advertising information content through words, which is divided into broad sense and narrow sense. Advertising copy in a broad sense includes the writing of title, text, advertising language and the selection and collocation of advertising image.
In a narrow sense, advertising copy includes the writing of title, text and advertising language.
In China, the concept of "copywriting" is often misquoted and understood because of the relatively immature development of various industries and uneven quality of personnel.
The most typical thing is to equate copywriting with "planning". In fact, these are two completely different jobs with essential differences.
Just because copywriting often needs to work with planners and designers, and planning also needs to write some plans, many people mistakenly think that copywriting and planning are the same thing.
Even planning and copywriting are often confused (which is also related to the immature development of "planning" originated in China).
Many enterprises have 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 external cooperation.
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. This kind of enterprises have developed rapidly, most of which are transformed from studio forms, and some of them are independent from cultural communication institutions.
With the rapid development of advertising industry in China for more than 20 years, the business scope, operation process and working methods of advertising companies are changing, and the role of copywriting has changed from obscurity to supporting role, and now it is striding to the stage and becoming the protagonist.
Once upon a time, an advertisement was mostly a design plan, and then the copy was completed. The planning of an advertisement is mostly done by copywriters and artists, and then the division of labor.
When it comes to the status of copywriting, Japan realized the importance of copywriting from 1992, and Taiwan Province Province realized it from 1998. In 2002, almost all CEOs of some large and medium-sized advertising companies in Chinese mainland lamented that there were too few good copywriters.
Good copywriting is often willing to get together. From a national perspective, this hidden rule is gradually shifting from Guangzhou, a major advertising town in South China, to Shanghai, the center of East China.
Extended data
Main work
1. Write 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 a script for a TV feature film.
6. Write a TV commercial shooting list.
7. write radio advertisements; Translate overseas advertisements into Chinese.
8. Write advertising words, or Chinese (translated) foreign language lyrics.
9. Write various forms of online advertisements; Name the site column.
10, write the internal copy of the website.
1 1. Write SMS advertisements.
12, writing creative exposition of various advertising works.
13, write advertising slogans.
14, write product packaging copy, including: brand name, instructions, product ingredients, etc. Name the product or brand and give a creative explanation; Name the roadshow or activity and give a creative explanation.
15. 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 a creative explanation.
16, write a copy of POP material in the window or shop.
17. Write soft articles, news, stories and comments.
18, writing the scheme, or assisting the planner to optimize and polish the scheme text; 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.
References:
Baidu encyclopedia-copywriting