The advertisement lists the dilemma that urban young people choose in confusion, which is the feeling of powerlessness after struggle, the thinking with their heads down, and the "must" or "don't have to" in a dilemma. So it's not so much the copy that touched you as the words in it. Directly attack your inner anxiety and become the psychological endorsement of young people. From the point of view of copywriting, he has insight into your unhappiness and given you short-term psychological comfort. You don't have to ask yourself to succeed, because many of us don't have to succeed.

But from the perspective of copywriting, the biggest purpose of copywriting is to achieve sales or brand promotion, not just to convey a value. The copywriter finally settled down: your persistence, my support. The concept of life in the copy is not very rigorous in logic and can not be accepted smoothly in understanding. I can't think of how Jingdong Finance supports your persistence in the process of video viewing. The advertisement appeals to the "Jingdong Small Treasury" under Jingdong Finance, which is a product related to finance and money management, so the problem is coming. It's a pity and irony that so many "you don't have to" are "you have to have money".

So it's only the words that succeed, not the copy. In other words, with more time, you may remember a few shots and a few text fragments, leaving no profound slogans and brand names about advertisers. What I remember is vague marks and one more talk for the few advertisers in the copywriting circle.

Then, you remember, remember a feeling, this very enjoyable spiritual massage, let you rest assured, let you rest assured. After careful consideration, who can be so free and easy to "you don't have to"? These "you don't have to" are the "you have to" you want to escape. Therefore, this kind of "poisonous chicken soup" in essence can be heard. Don't believe in advertising, believe in life.

The most "correct" sentence in the whole advertisement:

No matter where you want to go, there are people who want to escape as much as you do.

No matter how hard you try to pull the people who are eager for success back to the ordinary carnival, you must understand that the elites are trying their best to comfort those who climb up and tell you how painful the road to success is.

So you need 10,000 hours of deliberate practice, and you also need to read some survival skills books that you don't like, and attend some training and meetings to improve your skills. It is suggested that you should not easily open the favorite movies that have been stored in the hard disk for half a year, but pick up the book and read more than 50 pages. ......

You should learn to face all kinds of unwillingness and work hard every day for your ideal self.

You don't have to meet certain success criteria, but we must succeed.

So, you don't have to be too addicted to the advertisement "You don't have to". He may just tell you that you can stay for a while, catch your breath and save your strength. What I didn't tell you is that in order to make you and the people around you no longer bear too much-you must succeed!

Perhaps the advertising of Jingdong Finance is more meaningful to make you understand: let advertising belong to advertising and let life belong to life.

"Create an original article every day to teach you how to do marketing", pay attention to WeChat official account "Marketing Flight", by Wang Zhongwei.