First, the skills of establishing the theme: the theme is the soul of the article, and advertising writing must first establish the theme. An advertisement, in order to sell products to consumers, must provide people with information about this commodity. The information about commodities is not single, but diverse. But in a short advertisement, it is impossible and unnecessary to introduce all the information to consumers, and only one aspect can be selectively highlighted as a "selling point" to attract consumers. This "selling point" is the advertising theme.

Second, the skills of preparing the title: the title of the commercial advertisement copy is like the eye of an advertisement. It first stimulates consumers' senses and has a visual impact on consumers, which largely determines the final effect of advertising. If the advertising title can't attract consumers' attention, the efforts spent on advertising production may be wasted.

Third, the drafting skills of advertising slogans: advertising slogans are enlightening and concise sentences put forward by advertisers in order to achieve marketing goals or establish corporate image. Their role is to maintain the continuity of advertising and constantly strengthen consumers' impression of a certain commodity.