There is a view that advertising copy refers to all text schemes related to advertising, including advertising planning text, advertising media plan, advertising summary report, advertising works and so on. That is, all languages involved in advertising activities are advertising copy. This understanding comes from the fact that some scholars who study writing regard advertising copy as a part of practical writing, which has a great influence on people outside the advertising circle. This view undoubtedly expands the extension of advertising copy infinitely, which does not conform to advertisement operation's law and is not conducive to the creative development of advertising activities. Therefore, this misunderstanding of advertising copy is generally abandoned by people in the advertising industry.
What has a great influence on the advertising industry is a euphemistic definition of advertising copy by Fan Zhiyu, a scholar in Taiwan Province Province: advertising copy "in a narrow sense refers to the words or language in the advertisement; Broadly speaking, all advertisements published in print media, whether in words or charts, belong to it. " (Fan Zhiyu's "Advertising Production") This leads to two representative explanations of the concept of advertising copy in domestic academic circles. One view is that advertising copy refers to the whole advertising work, which is "the sum of visual elements and auditory elements that constitute its advertising work in advertising creation (including print and broadcast advertisements)" and "including the language, graphics, color, music and sound of advertising work" (Cheng Yuning's Creative Advertising Copy). This view is a broad interpretation of Fan Zhiyu. Another point of view defines advertising copy as "all language parts of completed advertising works" (Chin Hung Kao Xu Zhiming's "Advertising Copy Writing"), which is a narrow interpretation and is also recognized by the advertising industry at present.