Advertising copy usually includes four parts: title, text, slogan and essay. In fact, advertising copy does not necessarily have these four elements, and some will simplify it, and the actual situation should be coordinated with the mode of communication.
Title
A good title will attract attention, attract the audience, explain the image, lead the audience to the text of the advertisement, and show the sales information of the advertisement. According to the survey, people who read headlines are two to four times more than those who read the text on average. In order to highlight the title, we must: put the advertising title in the most eye-catching position; Express the theme of the advertisement, showing obvious and unmistakable interests and commitments; Novel and peculiar, attracting the attention of the audience.
body
The body of the advertisement is the main body of the advertisement copy, which explains the advertisement title and the advertisement theme in detail and tells all the sales information. Copywriters must try their best to break through consumers' psychology with certain skills, convey information about enterprises, goods and services, and further explain and confirm the advertising titles in order to arouse readers' interest.
advertising slogan
advertising slogan, also known as advertising slogan, is the center of advertising and the finishing touch in advertising works. Advertising slogan is a concise slogan sentence that is used repeatedly for a long time to strengthen the audience's impression of enterprises, goods or services, and embodies the phased strategy of advertising. It has the following characteristics: (1) It embodies the phased strategy of advertising; Long-term use in a certain stage; It is a slogan statement; One or two sentences express a complete advertising theme.
In general, the attached words in the copy of the advertisement essay are relatively fixed contents, which are used to convey the name, address or contact information of the enterprise and make necessary supplements to the advertisement text. The content of the advertisement essay usually includes the following parts: brand, enterprise name and logo, enterprise address, contact person, contact method, method of purchasing goods or obtaining services, special signs, special needs and additional forms.