Advertising copy consists of title, advertising text, advertising slogan and essay. It is the literal expression of advertising content. In advertising design, copywriting is as important as patterns and graphics, graphics have an early influence, while advertising copywriting has a profound influence. Slogan is a strategic language, whose purpose is to understand the difference between Slogan and other entrepreneurial spirits through repeated and identical performances, so that consumers can master the personality of goods or services. This has become an indispensable factor in commodity promotion. The common forms of advertising slogans are association, metaphor, promise, reasoning, praise and command. The writing of advertising slogans should be concise, novel and interesting, easy to remember, easy to read and catchy.

The so-called advertising copy is a form of expressing the content of advertising information in words. Advertising copy can be divided into broad sense and narrow sense. Advertising copy in a broad sense refers to the specific expression of established advertising themes and advertising creativity through advertising language, image and other factors. In a narrow sense, advertising copy refers to the composition of words and words that express advertising information. 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.