1. complaint
Advertising style with statements and narratives as the main forms of expression. It also includes bulletin board, news, dialogue and so on. , mainly used for opening enlightenment, recruitment and enrollment, notice statement, etc.
Step 2 describe
Description is the main form of advertising style. The content of advertisements mainly explains the nature, characteristics, contents, reasons and functions of goods and services in detail, so that consumers can form a clear product concept and learn the correct use methods. For example, in the early days when Macmillan coffee entered the China market, an advertisement used the title: "Colombian coffee is the most fragrant coffee in the world."
3. Debate style
Advertising style with discussion and reasoning as the main form of expression. It is a logical thinking form of concept, judgment and reasoning, which directly expounds things and spreads information.
4. Proof body
It is an advertising body with proof as its main form of expression, and mainly relies on the appraisal opinions, honorary titles and awards of relevant authoritative organizations, or the testimony and praise of celebrities and typical users from all walks of life, as well as some typical examples to confirm the authenticity of advertising content. This kind of advertising copy is based on people's feelings of joy, anger, sadness and joy, and also on people's feelings of morality, community and beauty. The appeal focuses on the love of the opposite sex, the praise of the public, the friendship between relatives and friends, and the coordination of beautiful scenery. , induce consumers' feelings, and take buying behavior under the influence of emotions or emotions. The text of this kind of advertisement is emotional, pursuing the rendering of emotional appeal and the contrast of atmosphere, full of human feelings, and it is easier to impress consumers' hearts. Mostly used in decorations, cosmetics, fashion goods and other soft goods. The text of emotional advertisement mainly includes narrative style, lyric style, story style, literature style and humor style.
1. descriptor
Description and narration are the main forms of advertising style. Through vivid and delicate description and portrayal, the mood of consumers is rendered, and the purpose of promoting sales is achieved.
2. Lyric style
The theme of advertising is to express emotion as the main expression. Lyric advertising is different from lyricism in literary works. It expresses lyricism in the fact of advertising goods or services, arouses consumers' deep feelings with vivid language and "personalized" and "emotional" descriptions, thus winning their approval.
3. Story style
That is, the advertising body that conveys the information of goods or services by telling stories. Story advertisements generally have simple story characters and story plots. Story characters are often users of commodities, and story plots are often contradictions, problems and solutions before and after purchase and use. This problem-solving story advertisement is widely used.
4. Classical Chinese style
Collect poems, essays, novels, fairy tales, plays, songs and other literary forms to publicize the performance and advantages of goods, which aroused strong interest of consumers.
5. Humorous style
That is, humorous, vivid and witty techniques and language are the main forms of advertising style. It is necessary and useful to have accurate information and data in the text of advertising copy. If circumstances permit, the appearance of consumers or the testimony of celebrities and authorities will often produce good results.
In the writing of advertising copy, we must pay attention to two basic aspects: first, we should conceive that the content, name, specification, performance, price, quality, characteristics, efficacy and sales address of advertising products conform to objective facts, so as to increase persuasiveness and emotion; The second is to master and understand the psychological needs of consumers, understand the market situation, and spread it in a focused, concise, vivid and interesting language.