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Composition of advertising documents

Different media's advertising documents have different components, but from the perspective of advertising writing, the general advertising document structure has some common elements, including the three basic parts of the title, the body and the ending. Title: The title of the advertisement is often placed at the top of the advertisement. It is the most important part of the whole advertisement. It is like a person's eyes. The role of the advertising title can not only play a role in advertising the theme of the advertisement, but also attract the interest of consumers, and can also play a role in the lively and beautifying layout. Text: The main body of the advertisement is the main part of the advertisement. The specific introduction of the product should be completed in the body of the advertisement. The body part should have strong evidence to show the superiority of the goods. Ending: The text at the end of the ad should be short, powerful, and not too long. Its role is to re-emphasize the unique sales proposition of the product, and to be unique in order to urge consumers to take action. At the end, you can also specify the name of the factory, the address of the factory, the telephone number, the registration of the telegram, etc. If necessary, you can also write the bank, bank account number and purchase and sale method to contact the purchase. Such as HSBC's advertising: insight into international business, fast and reliable decision-making business opportunities are fleeting, must be timely grasp. Therefore, you need an international bank that knows the international business and knows the market well, and helps you make timely and wise decisions at critical moments. HSBC is rooted in Asia, has a global perspective, has accumulated over 128 years of experience, and has been in close contact with the world's trade markets, helping you to quickly grasp the latest financial information in the world and gain insight into the ever-changing market trends. HSBC Group is global. More than 3,000 offices are equipped with advanced telecommunications systems to form a fast and reliable service network, ready to provide you with comprehensive services and ingenious professional advice to help you expand your business. At present, we are committed to providing quality trade services to domestic customers, including trade consultation, export letter of credit notice, import and export settlement and billing, foreign currency bill discounting, trade financing and project loans. As one of the world's largest banking groups, HSBC has the resources and experience to help you make the best of your time and make smart decisions. For more information, please contact your nearest HSBC branch or office. Tel: ××× The above advertisements are titled “Understanding the international business situation, fast and reliable decision-making”. The first to third natural paragraphs are the main text, and the fourth natural paragraph is the end, re-emphasizing the strength of HSBC and urging consumers to take action. . Finally, provide a way to contact. Some advertisements not only have titles, but also subtitles and slogans, such as the advertisement for the American contemporary advertising guru William Bethbach for the Orbak department store: Title: Generous old goods for new subtitles: bring your wife as long as Block money... We will give you a new woman copy: Why do you just deceive yourself and think that you can't afford the latest and the best? At Auerbach, you don't have to pay for something beautiful. expensive. There are countless kinds of clothing for you to choose from - everything is new and everything makes you excited. Bring your wife to us now, we will replace her with a lovely new woman - just a few dollars. This will be the easiest and most enjoyable payment for your life. Auerck New York·Newark·Los Angeles slogan: Doing millions of businesses and making a few cents of profits. Some advertisements include not only titles, subtitles, but also many subheadings, such as American modern advertising master David Ogilvy. An investment advertisement for the “Puerto Rico” Economic Development Agency: Title: “Puerto Rico” now offers 100% tax exemption for new industries. Title: Governor Dinaz said: “We don’t want to 'escape’ industry, but we do Looking for 'new' and 'expanding' industries. The federal tax law does not apply to 'Puerto Rico', and the state also provides exemption from all local taxes. This is why 317 new factories have been established in Puerto Rico, and these guarantees are A copy of the US Constitution. Copywriting: A dramatic invitation to improve the standard of living in Puerto Rico, the state government is now providing American manufacturing plants and such overwhelming encouragement that more than 300 new factories have been established. On this sunny island 961 miles from the Florida coast. The biggest encouragement is for the vast majority The manufacturers in the new plant in Puerto Rico are 100% tax-free. For example, if your company earns a net profit of $53,500 after tax this year, if you are in Puerto Rico, the net profit will be $100,000. 87%, because the federal income tax law does not apply to “Puerto Rico”, and all local taxes are also waived. A recent analysis of an Ohio company shows that due to tax exemptions and recurrent savings, the new plant The “Puerto Rico” will increase his full-year net profit from $187,000 to $442,000. In the “Puerto Rico” company, your dividend will be $50,000, and you will only get 25 in the US. $1,000 - because the federal personal income tax law does not apply to this place. Subtitle: What about labor? Copywriting: · “Puerto Rico” supplies a large number of 650,000 men and women workers with a high degree of productivity and efficiency – This part is thanks to the vocational training schools of the state government, which also provide special courses for managers and supervisors. The progress may be measured by the fact that there are 28 factories producing sophisticated electronic equipment today. · In the United States, the company has established "Victoria Electric Company" and "Carbo Blue" in the "Puerto Rico" factory. "Don Company", "St. Legis Paper Company, "Remington Rand", "Univisus Liansi", "American Leather Shoes Company", Weiston Electric Company". Subtitle: "Close "Paradise" copywriter: · Pay attention to what the Deputy General Manager of St. Legis Paper Company said: "The climate here is probably the most visible place for humans to see the paradise." I have found that in general, Puerto Ricans are extremely friendly, polite and cooperative. This factory in 'Puerto Rico' is one of our most efficient factories in terms of both quality and production. Our workers have excellent results in all situations. · Cristian may add that all In the 12 months of the year, the temperature always stays at a moderate temperature of 70 degrees. You can live outside the house. Swimming, boating and fishing are really a paradise. Your wife will also be happy to hear about the housework. : The best moment of "Puerto Rico" · Copywriting: · If you decide to set up your next factory in "Puerto Rico", you will not only get the economic benefits from the tax exemption but also the government's assistance. You will also find out that The excitement of improving homework and the glory of participating in the fastest growing community in the Western Hemisphere may be the best moment for Puerto Rico. American manufacturers who decide to become part of it will not be financially and spiritually Compensation. · The state will spare no effort to assist you in starting. It will set up a factory for you, it will help you get financial resources, and even choose for you. Arrange personnel - then train them to operate your machinery. Subheading: Transport case copy: · There are six shipping companies and four airlines between Puerto Rico and the US mainland with scheduled shipping services. From New York to "San Hu It takes only five and a half hours by plane. · The favorable transportation situation enables a manufacturer in the west to build a larger and more efficient factory in Puerto Rico instead of building two smaller factories in the American continent. - And can economically serve the two markets of California and New York. · Light weight goods, like radar components, left today in the "Puerto Rico" production line, shipping will be in Los Angeles, Chicago or other continental cities tomorrow. Delivery. And of course, there is no tax on any kind of transactions in the continental United States. Subheading: Are you qualified? Copywriter: Governor Dinaz said: We are pulling a new capitalist, our slogan is not "putting some kind of The old move to "'Puerto Rico'," but "start some new" in 'Puerto Rico' or "expand to 'Puerto Rico' · The state is attracting great interest in all suitable industries, especially the electronics industry, men's and women's clothing, weaving, footwear and leather, plastics, optical goods, artificial jewellery, small household appliances and medical supplies. Wait. · If you want to know all the facts and know that you and your company are fully tax-free, please let us know the office nearest to you. New York... MU8-2960... 579, Fifth Street, Chicago... AN3-4887... Los Angeles, 79 West Gate Street... WE1-1225... Weilerser 5525 or send it in exchange for a free manual Puerto Rico state government The Ministry of Economic Development, New York City, Fifth Street, No. 579, West 5, please send a "Fact of Merchants" book, I am very interested in the following concessions for industrial income. Electronic industry clothing jewellery doctor plastic optical other name company address Ogilvy believes that this is the most adverted advertisement he created. The author said in the note: "This is the most effective advertisement in my life. Bylsley Rumer saw the approval of the word after the change, this advertisement brought a lot of new industries to 'Puerto Rico'" . Dan Haijinsi: "Advertising Writing Art", China Friendship Publishing Company, May 1995 edition, p. 97. It is said that after the advertisement was published, 14,000 readers cut the receipts in this advertisement, and dozens of them later opened factories in Puerto Rico. This is a rare long advertisement. According to Ogilvy's own calculation, there are 961 words, translated into Chinese nearly 2,500 words. If written as a general advertisement, the readers can finish reading, probably very few, but because of Ogg Wei uses the form of subtitles to list the various issues that investors care about or involve, such as taxation policies, labor resources, living environment, traffic conditions, and key investment projects. Even if they are lively, Increase sensibility, overcome lengthy feelings, and enable readers to quickly find the issues they are most concerned with based on the guidance of the subtitles. There seems to be a prejudice in the advertising world, that is, short is better than long. From the success of this advertisement, we can see that the pros and cons of advertising are not based on the length of the length of the "hero." Some advertisements are followed by "notes", such as Jiaxing's scorpion advertisement: Xunzi is a pioneer of fast food. The scorpion is the pioneer of the food culture of the motherland! It is the pioneering work of the people of the motherland. It was born to commemorate the great poet Qu Yuan of our country. When you open the scorpion, you smell the Chinese culture. Thousands of years of history prove that it is the creation of the ancient people's poetry! You taste not only the scorpion, but you first feel the Chinese culture and be proud. What you have tasted is not only the scorpion, you are proud of the Chinese food culture for thousands of years! The ancestor of the fast food in the world, the nephew of China. I also tell you that Jiaxing’s nephew is as famous as her city! Note: The guest gave me Jiaxing’s nephew and made a few words at a time. If Mengjiaxing Wufangzhai is adopted, it is hereby attached to it when it is not paid. In the above example, the author added a “note” to the reason for writing this advertisement. The language is witty and funny, and the whole advertisement adds a style and looks very vivid. There are also advertisements that add "Advertiser" and "Description" sections after the text to supplement the text, such as "American Pork Chop Advertising" written by American contemporary advertising guru Leo Pena: American pork ribs advertising title: Meat makes you The protein you need becomes a fun copy: Can you hear them ringing in the pot?... It's so delicious, so rich in B1, the right protein. These proteins help developmental children who are growing up and can rebuild your health for adults. Like all meat proteins, they meet the standards required for each protein. Advertiser: Members of the American Meat Institute's Chicago headquarters throughout the United States: This stamp guarantees that all statements in this advertisement are confirmed by the Food and Nutrition Board of the American Medical Association. The most advanced pork chops in the United States, please view this conference every Sunday evening in the blue network. Providing the "Rui Li's Life" program - starring William Bendick - please see the newspaper's broadcast time for each local station. Leo Pena has proudly read his ad for the American Meat Research Institute, saying: This is one of the major events of our advertising company. The success of this advertisement is not only in the first place, but also in the appetite of meat in the pot. It also separates the "advertiser" and "description" from the text, so that the text is in a very concise language. Introduced the taste of meat, fitness function, and nutritional standards, from sensibility to rationality, so that people have a comprehensive understanding of meat. In particular, the "description" text is very eye-catching, and people suddenly see that this protein meets nutritional standards and hygiene standards, allowing people to buy with confidence. There are also a few advertisements, not even the title, let alone the "attachment" and "description". For example, American advertising guru George Grebin is an insurance advertisement for American Travel Insurance Company. He also claimed that this was the best advertisement he had ever written. The American Traveler Insurance Company's advertising copy: When I was 28, I thought that I would not be married in this life. My size is too high, and the wrong hands and legs are often hindering me. The clothes are worn on me and have never looked as good as the other girls. It seems that there can never be a flower ambassador who will take me on his white horse. But finally a man accompanied me. Avrilette is not the kind of lover you dreamed of when you were 16 years old, but a shy and stupid person who would be helpless. He took advantage of the fact that I didn't know. I only began to feel that this life is worthwhile. In fact, both of us were like that at the time. Soon, we are in harmony with each other, and if we don’t get together, we will feel quiet. So we think this may be the kind of love story written in the novel, and we will get married later. It was a day in mid-April, the flowers of the apple tree were blooming, and the earth was fragrant. That was nearly thirty years ago, and since that day, it has been almost unchanged every day. I can't believe that I have passed these many years. The years are carrying love and I am quietly, like driving a canoe in a calm river, you can't feel the movement of the boat. We have never been to Europe, we have not even been to California. I don't think we need to go because the home is big enough for us. I hope we can have a few children, but we have failed to achieve our wishes. I am like Sarah in the Bible, but God has not rewarded me with miracles. Maybe God thought that I had Avilat enough. Hey! Aiwei went away in April of two years ago. Quiet, with a smile, just like he was before. The flowers of the apple tree are still in full bloom, and the earth is still full of sweet smell. And I am quietly lost, crying and crying. When my brother came to help me with the aftermath of Ivy, I found that he was so caring and caring, just like what he did. I didn't have a lot of money in the bank, but I have an insurance policy that takes care of the rest of my life. As far as the death of a man who is sincerely loved by a woman, I am really satisfied with the same woman. It is said that the original title of the advertisement was "widow", which was removed because the client thought that the title of "widow" gave people a feeling of depression and depression. Although there is no title, because of the first sentence, "When I was 28, I thought that I would not be married in this life and in this life," the suspense suddenly attracted readers and introduced the reader into an ordinary and moving story. . While accepting this story, people also accepted the propaganda of advertising and left an unforgettable memory for the travel insurance company. The success of this ad is here. From the above examples, the composition of advertisements has both rules and regulations. As long as it can promote consumers to purchase behaviors and bring benefits to enterprises, it is a good advertisement. This leaves a sufficient space for the advertisement writers to create.

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