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Characteristics of advertising writing


At present, advertising is increasingly showing its weight in China's intensive business war. Whoever advertises well can attract consumers' attention, let consumers be interested in the goods or services they sell, and then realize the purchase behavior, who can have a place in the market competition. As Mr. Bai Zhiyong pointed out: "There are no enterprises and entrepreneurs who do not advertise in modern society, nor do they have commercial activities that do not rely on advertising for the sale of goods. More and more people realize that 'the wine is also afraid of the alley Deeply, if you want to sell goods without advertising, it is like sending autumn waves to the lovers in the dark. Just as there is no sunshine or air, human beings cannot survive. The entire economic activities of modern society and other civilized and artistic activities are not separated. Advertising has become the main source of information and has become a spiritual business card that reflects the comprehensive strength of a company. Advertising has been recognized as the eighth largest art in human civilization. Bai Zhiyong: "Strategies and Prefaces in Advertising Art", Beijing Arts and Crafts Publishing House, July 1991, p. 1. Modern advertising is a multidisciplinary complex that is inextricably linked to a variety of disciplines. Economics, marketing, sociology, psychology, aesthetics, and acoustics are the theoretical foundations of advertising design and production. As for the relationship between advertising and literature and linguistics, it is inseparable. Because advertising is a comprehensive art, people have different interpretations of advertising writing. Some people think that advertising writing refers to all the advertising works, including meaning, words, painting, photography and arrangement; others think that advertising writing refers to the text part of advertising; some people even think that advertising writing refers to advertising writing, etc. Wait. We believe that advertising writing is also broad and narrow. The broad advertising can include all the advertising works, such as advertising text, painting, photography, structure, etc. The narrow advertising writing only refers to the language writing part of the advertising works, mainly Including the formulation of the title, the refinement of the theme, the selection of materials, the arrangement of the content, the modification of the language, the use of expressions, etc. From a narrow perspective, advertising writing should refer to the writing of an advertising document or the writing of an advertising copy. This book focuses on narrowly defined advertising writing. The writing of advertising documents plays an important role in the entire advertising production process. Professor Chen Pei-ai, a professor of advertising at Xiamen University, pointed out: "There are various forms of advertising, such as movies, television, character performances, and folk art programs. These are stereoscopic advertisements. There are still static books, magazines, prints, advertisements. Columns, etc., these are print ads. No matter which kind of advertisement, almost all have a close relationship with the language and words. In the four most widely used newspapers, magazines, radio, television, etc., text, sound and pictures become The main performance factors of advertising. In newspapers and magazines, the texts match; on the radio, the sound is beautiful; the TV advertisement is a combination of the three, achieving perfect unity. Among these performance factors, the advertisement can be without pictures. Sometimes there is no sound, but there can be no words. No matter which medium is used to spread the advertising information, it is difficult to leave the text. The sound is in most cases another form of text, and the picture is also used to match the text or sound. According to the survey data, 50%-70% of the advertising effect comes from the text of the advertisement." Pei love: "Advertising Art of Writing," Chinese Foreign Trade and Economic Publishing House in April 1990, p 1. The famous American advertiser David Ogilvy wrote in a letter drafted in 1982: If a writing test is conducted in our company, the highest score must belong to 14 directors. At Ogilvy & Mather, the better the writing, the faster the promotion, because the people with strong writing skills are also quick. Articles, letters, and published speeches drafted by people with confused ideas often lack logic. Excellent articles are not a natural gift, but are acquired through hard work. Quoted from Chen Pei'ai, "Advertising Writing Art", China Foreign Economic and Trade Publishing House, April 1990, p. 1, p. 2. H. Stevens, a well-known American advertising industry, also pointed out that the manuscript is the core of advertising. Relying on the language and text, the content of the advertisement is clear, clear, eye-catching and moving. It can be seen that the manuscript plays an important role in the performance of advertising. Advertising documents belong to a special set of texts. Its particularity is manifested in the fact that it must use the principle of selling to write elegant and popular words, vivid and interesting words, to consider the consumer's acceptance psychology, to have a special appeal, to attract readers' attention in an instant, to stimulate their psychological needs, and to make consumption The person keeps the memory and ultimately leads to the realization of the purchase behavior. The general application of writing is entirely due to the needs of work and study. It is not necessary to consider the above factors when writing. Therefore, although the advertising manuscript belongs to the scope of the application, it is more applicable, practical and utilitarian. Perhaps because of the particularity of advertising writing, many people think that its creation is as difficult as or even higher than literary creation and news writing. The reporter asked the American contemporary advertising master Leo Pena: "Do you find it more difficult to write an advertising copy than to write newspaper news?" Bena bluntly replied: "Yes, it's too much. Because the advertising copy must be very concise and I also want to convey the facts. I learned a lot from the newspaper, how to spread it, how to make the advertising copy more diverse and interesting. However, how to find out the magic of the goods can make people interested, to cause them The interest and the ability to guide them very quickly to conclude that they should buy that kind of thing is really another kind of art." [United States] Dan Haijinsi: "Advertising Writing Art", China Friendship Publishing Company, 1995 5 Monthly edition, p. 27. David Ogilvy, another modern advertising master in the United States, said: "It is very difficult to write advertisements.... I remember Huxley once said: writing a passable sonnet is better than writing a decent advertisement. It’s much easier.” Then, Ogilvy cited many examples of excellent writers who failed to create advertisements: “Ma Dade tried to write advertisements, and Banna also wrote. Hemingwei and Shawner have tried it, but they all write no. Come out." [US] Dan Haijinsi: "Advertising Writing Art", China Friendship Publishing Company, May 1995 edition, p. 70. It can be seen that advertising writing is a profound esoteric science. Some people think that in the process of creating advertisements, the planning of advertisements, product and market research and analysis is the important work. As for the manuscripts, it is insignificant and does not require any skills and knowledge. This is a biased view, and has not really recognized the essential meaning of advertising writing.

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