Advertising copy consists of title, subtitle, advertising text and advertising slogan. It is a literal expression of advertising content. In advertising design, copywriting is as important as graphics, graphics have early influence, and advertising copywriting has a deep influence. Advertising title: it is the theme of advertising copy and often the focus of advertising content. Its function is to attract people's attention to advertising, leave an impression and arouse people's interest in advertising. Only when the audience is interested in the slogan will they read the text. The design forms of advertising slogans are: information, questions and answers, imperative sentences, news, slogans, suggestions and alarm bells. When writing advertising slogans, the language should be concise, easy to understand, easy to remember, clear and novel, and the number of words in a sentence is generally within 12. Advertising copy: advertising copy is to increase consumers' understanding and understanding of products and services with objective facts and specific explanations to convince people. The writing of advertising copy makes the content true and easy to understand. No matter what theme style is adopted, we should grasp the main information to describe it, and be simple and clear. Advertising slogan: Slogan is a strategic language, whose purpose is to make consumers master the personality of goods or services and make the spirit of other enterprises in the domain different through repeated and identical performances. 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. Copywriting generally refers to the occupation of advertising companies or enterprise planning departments engaged in writing work, such as advertising copywriting: film and television advertising scripts, newspaper advertisements, leaflets and other corporate copywriting: corporate propaganda, news propaganda, image propaganda and so on. Generally, copywriting and planning are separated, but sometimes copywriting will also do some activity planning and news planning, which will be focused according to the company's situation. How to make a good copy of newspaper advertisements? The long-term goal of most enterprises in Yeong-hwa Seo is to make brands, but the most urgent goal at present is to promote the sales of products, that is, to sell the goods before advertising in newspapers. But in practice, more than 90% of newspaper advertisements are not mature enough, and there are five major defects. The first is that the advertising strategy is wrong, the second is that the advertising title is unattractive, the third is that the advertising picture is dull, the fourth is that the advertising copy is boring, and the fifth is that the continuous advertising is not uniform and lasting. What is advertising copy? It is a text that introduces products and induces consumers to buy. I often see the originality of newspaper advertisements made by 4A company, with big pictures and big headlines, but few words. It may be feasible to make fast-moving products such as shampoo and drinks, but it is very "stupid" to use them in the advertising of health care products, medicines, hospitals, home appliances and any new products. For creators, a good copy must be based on the overall advertising strategy. Then, we have to go through four difficult steps to create a copy. Copywriting is not the best, only better, constantly groping, modifying and streamlining can become a better advertising copy. The first step: make things clear, make things clear in one breath, use less empty rhetoric, use more metaphors and give more examples. If you can make up stories, you will use the methods of sequence, flashback and insertion, but you must make things clear. You should tell who you are selling to. If you sell kitchen utensils, you have to stand in the position of a housewife, even if you are a man with five big and three thick, you have to do it at this time. Many people write great poems and essays, but they are very rigid when writing advertising copy. Mainly because most of the copywriting works are from their own standpoint, and copywriting works should stand from the perspective of supermarket shopping guide, as if the products are in front of them. Copywriting should use the most concise and incisive words to promote products and let customers buy them in the shortest time. Step 2: Read every sentence with relish. Things are clear, then look at the words in turn. Is it stiff? At this time, you need to modify your words to be interesting or fascinating. For example, when describing a person with a bad cold, many copywriters usually use words such as fatigue, runny nose and dizziness when writing this scene. And if it is changed to "He is too tired to sneeze", its reading effect will be good. In the same way, many people will use the word "burning eyebrows" to describe emergencies, but if you change it to "stepping on the washboard like an elephant in the water", it will not only be interesting, but also make people feel that sense of urgency. In the final analysis, "interesting, thrilling, suspenseful, questioning" and other forms of advertising copy will make people look, while descriptive and dogmatic words will make people feel disgusted. Step three: to hell with all this nonsense. Through the above two steps, the copy of newspaper advertisements has taken shape, but it is still not enough. Stripping should be streamlined. Just get rid of all nonsense and remember to add some punctuation marks appropriately. The maximum length of a single sentence is only 13 words. Some people have done statistics: the advertisements of 150-250 words are most in line with reading habits, at least the meaning expressed is unclear, and at the same time it is tedious and lengthy. When I was serving ZTE at 200 1, it happened that ZTE launched the lightest and thinnest mobile phone on the market at that time, weighing about 60 grams and only 1 mm wide. The newspaper advertising copy created by the author initially had 270 words, and finally it was reduced to about 50 words. The completed copy is like this: fold the newspaper you read in half, fold it in half again for 6 times, and the weight, size and width of the newspaper after folding. Similar to ZTE E329. ZTE E329 is incredibly thin. Step 4: Read it aloud to colleagues or clients. When the whole copy comes out, even if you think it's perfect, don't rush to hand it in. Read it aloud to others, so that not only can we find imperfections, but also some suggestions from others can make our copy icing on the cake. Every time Bai Juyi writes a poem, he reads it to an old woman. Only when the old lady understands it can it be considered a good poem. The same is true of copywriting. Constantly listening to other people's opinions is no exception, even if she has been a copywriter for 10 years. The author served a female wrinkle removal product in the early stage, and the copywriting part won an advertising award, and the market response was quite good. I have read it to my colleagues more than 10 times, and revised it more than 20 times. The excerpts are as follows: Wrinkle came to a woman and proudly said to her: If you laugh, I will climb up your mouth without hesitation; If you cry, I will not hesitate to climb to the corner of your eye; Even if you don't cry or laugh, think; I'll climb to your forehead as soon as you think about it! The woman thought for a moment and said, "What if I use ICN plants to remove wrinkle cream!" " "Wrinkles a listen to these words, and ran away! A newspaper advertisement with a wrong strategy, no matter how creative the words and pictures are, is useless. Similarly, no matter how exquisite the strategy is, when it is implemented, the words and pictures will not attract people and will waste money. In order to create newspaper advertisements selling goods, advertising strategies, words and pictures are indispensable. If the advertising strategy is compared to the brain, then the pictures and words are the left hand, and the left hand cooperates tacitly under the unified command of the brain.