Purpose. When an advertising agency obtains the agency of an advertising campaign or the production of advertising works from an advertiser, the first thing it needs to understand is what purposeful requirements the advertiser has for the advertising campaign or advertising production. Although commercial advertising activities are subordinate to the company's product marketing activities and are an important and organic part of the company's marketing activities, due to the different characteristics of the company, product cycle, advertising release area and time, and the target audience of advertising communication, due to the different Enterprises have different advertising tactical goals in a certain period. Advertisers have a direct and targeted purpose in each advertising activity and production of advertising works. For example, the shaping of corporate image, the design of brand image, the advertising cooperation of product promotion activities, etc. In the development of advertising activities and the production of advertising works, it is necessary to carry out specific and purposeful operations according to the advertiser's macro or direct purpose of a single advertising activity. Therefore, talking about the purpose of advertising copywriting is actually talking about the purpose of advertising operation. Copywriters must start from the advertiser's purpose and examine the purpose issue from both macro and micro aspects.
Judging from the current situation, the macro-purpose of advertising copywriting, under the provisions of the advertising operation purpose, includes the following aspects:
(1) Shaping of corporate image and construction of corporate personality. In the social environment, public mind and market environment, we should create a new image for the enterprise that is in line with the characteristics of the enterprise's "type" and can better reflect the characteristics of the enterprise itself. This corporate image has an external image and personality that allows the audience of the advertising work to perceive the company's efforts for the public, society, and environment, allows them to clearly distinguish it from many companies, and can gain the audience's favor and recognition. .
(2) Shaping of brand image and construction of brand personality. The shaping and construction of brand image and brand personality are based on products, and their purpose is to develop and sell products. On the basis of the product, advertisers use advertising campaigns, advertising copywriting and other activities to establish and spread the image and personality of the product. Once the product's image and personality are captured by the audience
With a considerable degree of recognition, a tacit understanding has been established between the product and the public and target consumers, and the product has formed a brand effect and brand scale.
(3) Increase product visibility. After the product manufacturer completes the manufacturing process of the product, how to put the product on the market is the most urgent task. In modern lifestyles, people's motivations for consumption behavior are very complex and cannot be generalized. However, countless surveys and facts show that the era of "the aroma of wine is not afraid of the depth of the alley" has passed. People regard product awareness as an important prerequisite for consumer activities. Increasing product visibility and making it known to all women and children is a major advertising purpose when the product is in the market introduction period.
(4) Establish the reputation of the product. Popularity is not equal to favorability and reputation. Products that are well-known to women and children may not necessarily produce good sales results. Therefore, through the dissemination of advertising activities and advertising works, the audience's favorable impression of the product can be formed, and a high degree of product favorability and reputation can be established to generate brand loyalty or repeat consumption.
(5) Cooperate with promotional activities. The purpose of producing many advertising works is directly to cooperate with the company's promotional activities and expand the sales performance of promotional activities. Therefore, advertising text
The direct purpose of case writing at this time is to expand the popularity of promotional activities and arouse people's
The consumer boom ultimately expands product sales.
With the changes in modern people's lifestyles and consumption mentality, advertising activities with the important purpose of forming consumption have different direct and indirect purposes in the operation of different objects, different regions, and different periods. Therefore, the writing of advertising copy The purpose can be further expanded and subdivided.
From a micro perspective, the purpose of writing advertising copywriting has an important relationship with the formation process of advertising works and the characteristics of writing:
(1) Convey and express advertising creativity. In the previous text, I have used a linear structure to explain that before actually entering into the production of advertising works, advertisers must first carry out advertising creative activities under the guidance and specification of the overall advertising purpose. The performance process of advertising works is actually the process of conveying and expressing advertising creativity. Advertising copywriters, together with other producers of advertising works such as art designers, develop concepts and expressive ideas for advertising creatives.
Realize the choice of direction and style, materialize the intangible content that is only formed in the mind during the advertising creative period, and make it a real existence. In the process of conveying and expressing advertising creativity, advertising copywriters must express advertising creativity in place. Advertising copywriting is formed on the basis of advertising creativity. It is the materialized form of advertising creativity and uses language and text to convey advertising creativity. and processes of expression, deepening and development.
(2) Reflect the theme of advertising performance. In the advertising creative process, advertisers define the theme of the advertising work. An important purpose of advertising copywriting is to harmoniously express the advertising theme using language and other factors. If the theme of advertising performance is conveyed and reflected between the lines, it means that the writing of advertising copy is successful.
(3) Reasonably organize information materials. In the writing process, copywriters have to face the problems of selecting, organizing and using a large number of original materials. Writers should find content that is in line with the purpose of advertising, unified with the general idea of advertising planning, and expressive and appealing.
materials, and organize and use them rationally.
(4) Reflect the expression style of advertising works. Although the expression style of advertising works has been defined in the advertising creative process, the expression and determination of the expression style still require the writer to use a language and text structure that conforms to the expression style, and even different tone, pronunciation, rhyme, and sense of language. Express it practically. Therefore, it is another purpose of copywriting to find the organic connection between the above factors and the expression style to form and fully embody the advertising copy that meets the expression style requirements.
(5) Form the form of advertising copy text. This is the ultimate goal of advertising copywriting. On the premise of clarifying the advertising theme, selecting and rationally organizing the advertising information content, and using appropriate language and text to compose and determine the advertising style, the copywriter materializes the advertising creativity and forms an advertising strategy that conforms to the advertising strategy. , a text form that can achieve advertising effects. At this point, the writing task of the advertising copywriter has been initially completed. From thinking about the purpose of writing advertising copy, we can clearly feel that there is a very close relationship between the purpose of writing advertising copy and the characteristics of the advertising campaign. This relationship almost overwhelms the characteristics of the writing itself. The act of writing is here
.gives up its freedom and regulates itself under the general purpose of advertising. Therefore, we need to take the characteristics of advertising copywriting seriously.