Refers to the expression of advertising information content through words, which is divided into broad sense and narrow sense. 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.
In China, the concept of "copywriting" is often misquoted and understood because of the relatively immature development of various industries and uneven quality of personnel.
The most typical thing is to equate copywriting with "planning". In fact, these are two completely different jobs with essential differences.
Development course:
The Chinese character "wén àn" refers to the screen friend who was in charge of files and was responsible for drafting documents in ancient government offices, and also refers to official documents and letters in government offices. In modern times, the title of copywriting is mainly used in the commercial field, and its meaning is different from that of ancient China copywriting.
In ancient China, copywriting was also called "according to the text". The official document file "Bei Tang Shu Chao" (Volume 68) quotes Miscellaneous Things of Han Dynasty: "First, officials do not care about things, but take copywriting as their service." "Biography of Huan Wen in the Book of Jin": "Maintenance can't be stopped, and writing is often limited to suitable days." Tang Dai Shulun's poem "Answering Cui Zaihua": "Copywriting has accumulated over time, and I can't pull it away." "Zi Tongzhi Jin Jianxiao Emperor Taiyuan Fourteenth Year": "Every Cao Cao has a good official to lay his hands on." "Flower Moon Scar" dates back to May 1 day: "Dutch students think they are writing for him."