In order to distinguish basic writing, literary creation and other writing forms, writing researchers in the past lumped other writing forms into "applied writing". In the applied writing course, both official document writing and advertising writing are included. Therefore, official document writing and advertising copywriting are two parallel writing behaviors and writing forms in the wide range of applied writing. However, there are some important differences between these two parallel forms of writing.
(1) Many forms in official document writing also play a role in information dissemination.
Many writing forms in official document writing can play a role in information dissemination, such as "oath", "gao" and "system" in ancient times, and "notice", "announcement", "notice" in modern official documents, etc. Therefore, when some advertising researchers trace the history of advertising, they include words such as "oath", "gao", and "system" into the history of advertising. In fact, writing forms with the function of information dissemination do not necessarily belong to the field of advertising copywriting, and official documents still belong to official documents. Because the writing of official documents not only has its own special norms and special requirements in terms of writing form, but also has strict norms and requirements in terms of its content. Official documents have specific contents. It can be said that the specific and stylized writing form of official documents is derived from the specification of official document content.
(2) Advertising copywriting uses the writing form of official documents
The form of official documents formed by the special expression content of official documents has its standardized and stylized characteristics. These characteristics give the official document a unique formal persuasiveness: solemn, elegant, standardized, and legally binding. The normative and persuasive power of this form is sometimes used by advertising copywriters and is reflected in the advertising copy text. For example, an advertising copy for Baker Beer borrowed the writing form and language style characteristics of "order" in official documents, and expressed the advertising information in a standardized official document form, creating a unique persuasiveness:
prohibition
Checking the freshness of draft beer is a top priority for our drinkers. For the newly launched Baker's draft beer, in order to protect the interests of drinkers, dealers are strictly prohibited from selling Baker's draft beer that is older than seven days. Violators will be severely punished and may be fined RMB 100,000.
The sentence structure is concise and the language expression is serious, which makes people feel the serious, serious and thorough attitude of the Baker's draft beer manufacturer towards launching this new marketing initiative. At the same time, expressing it in such a serious form allows the audience to understand the humorous mystery provided by the creative. With a knowing smile, I was deeply impressed.
(3) The two have completely different specific requirements for writing form.
Official document writing has very strict requirements on the form of writing. This is reflected in the fact that each official document has a unique format. Only by following this unique format can the writer form a qualified official document text. The writing of official documents has special requirements for language. It must be solemn and elegant, the wording must be accurate and unambiguous, and the form must be standardized. Only under this premise can the writer's subjectivity and creativity be reflected. Advertising copywriting has different requirements and specifications for form. As long as it is conducive to the effective communication of advertising information, it is a good form. As long as it is in line with the characteristics of the product, the acceptance characteristics of the target audience, and the effective use of the media, it is a good style. There are no Formal constraints, language constraints, structural constraints.