Textual Characteristics of Advertising Copy
Under the premise of writing characteristics, the writing behavior of advertising copy also takes the formation of advertising copy text as the purpose of the behavior. However, on the premise of the ultimate purpose of advertising, the text of advertising copy shows different characteristics from other texts:
1. A complete advertising copy text that has a complete performance structure but is not restricted to structure reflects its own uniqueness and completeness in structure. Compared with ordinary text, advertising copy text has various parts such as title, main text, slogan, attachment and even quasi-slogan, showing a unique and complete structure. In a perfect performance structure, each part performs its own duties, giving the copy text unique appeal, complete information content, vivid expression, profound charisma, clear hierarchy, and orderly order.
To obtain perfect communication effect. At the same time, the structure of the advertising copy text does not adhere to the completeness of the structural form itself, but starts from the communication purpose or sales purpose of the advertisement, based on the development and expression of creativity, and organically handles the arrangement and selection of the structure. Therefore, in the actual writing of advertising copy text, there will be copy text that only uses a certain part of the structure (such as untitled copy, title-only copy, etc.). The copywriting text breaks the complete structure and forms a more effective communication and persuasion with a unique structure and unique appeal method. This is what copywriters strive for.2. Use various expression techniques but only rely on expression to achieve advertising purposes
If we look at the text of advertising copy, we will be surprised by the variety of expression methods and techniques. It can be said that in the advertising copy text, we can see all the creations of people in the expression techniques of writing. One of the biggest excitements for copywriters after receiving a task is how to convey the information in the most attractive way of expression. However, the creation, selection and application of expression techniques in the formation of copywriting text are different from the creation, selection and application in the formation of other texts.
For example, in literary creation, the creation of expression techniques can be the ultimate pursuit of creation. The creation and application of new expression techniques can give literary writers a kind of creative satisfaction. Although the expression techniques in advertising copy texts are ever-changing, their purpose is only to achieve effective communication with the help of expression.
Obtain advertising purposes.
3. Convey information but focus more on persuading and persuading the audience.
Advertising copy can have various text forms, but advertising copy must exist in the activity of conveying advertising information, and the writing activity of advertising copy can only be carried out in the process of conveying advertising information. However, conveying advertising information is not the most fundamental task of advertising copywriting. Advertising copywriting must convey information, but the most important thing is how to persuade and persuade the audience, especially the target consumers, while conveying it.
From the analysis of the above three aspects, it can be seen that advertising copy text embodies the characteristics of advertising copy writing in terms of form creation and purpose definition. These two characteristics distinguish advertising copywriting from other forms of text writing.
Based on the consideration of further emphasizing the difference between advertising copywriting and other writing forms, the following will make some horizontal and detailed comparisons between advertising copywriting and literary writing, news writing, and official document writing.