The concept of advertising copywriting and the definition of its purpose concept We understand the concept of advertising copy from the application of the concept of advertising copy, develop the more accurate concept of advertising copy, and define the internal composition of advertising copy. Under this premise, we can copy for advertising The concept of writing is defined at the first level. That is, advertising copywriting is the writing of all the language in the advertising work. This definition can clarify the content, scope and other issues of advertising copywriting: 1. Advertising copywriting is about the writing of the language in advertising works. The business content of a copywriter is the writing of the language in the advertising work and does not include other components of the work, nor does the formation of all texts in the overall operation of the advertising.2. The scope of advertising copywriting includes all the language parts in the advertising works (except the words in the packaging itself). Therefore, all the components of advertising copywriting, including advertising title, advertising body, advertising slogan, advertising annex and advertising quasi-slogan, are the content and scope of advertising copywriting. On the premise of defining the first level of the concept of advertising copywriting, the relationship between advertising copywriting and advertising movement should be considered to define the concept at a deeper level. as everyone knows, The AD copywriting campaign is a part of the overall advertising campaign, If a line structure is used to vividly record the position of advertising copywriting activities in the whole advertising campaign, Can have the following performance: advertising overall movement planning and planning —— single advertising campaign planning and planning —— single advertising campaign, creative planning and planning —— single advertising movement media combination plan —— single media advertising works of creative planning —— single media advertising process of advertising copywriting process —— advertising art design process —— advertising work. From the above linear structure, we can realize that the writing of advertising copywriting is restricted by the leading components in the linear structure. It can only carry out targeted writing activities under the norms of the overall advertising movement, the tactical goal of the single advertising movement and the communication goal of the advertising works of each media. Therefore, advertising copywriting It is a kind of voluntary writing and purposeful writing, which is also the characteristic of advertising copywriting writing. Therefore, advertising copy writing is an organic combination of writing characteristics and advertising characteristics, Is the copywriter in the advertising purpose of the norms and requirements, on the advertising work owner The extraction of the question, the choice of materials, the arrangement of the structure, the language collocation and expression. If used up The whole statement to define the concept of advertising copywriting writing, should be: Advertising copy writing is the writing of all the language parts in the advertising works; it is the process of refining the advertising works, the theme, the material selection, the arrangement of the structure, the art design; the writer uses different language arrangement and different expression methods to express advertising