What are the most common types of copywriting?

1. Suggestive copywriting.

Do not explain your intentions in the recommended products, highlight your own products in a hidden way, and euphemistically express your product concept.

2. Functional copywriting.

Excavate the highlights of the product, take the function, characteristics, quality, use, packaging, and after-sales of the product as the appeal point, and convey it to users in a straightforward way.

3. Self-black copywriting.

Copywriting in a self-denouning way is conducive to shortening the distance between users and making the whole copywriting lively and interesting in a humorous way.

Fourth, emotional copywriting.

People are emotional, because one thing, a piece of text, triggers their own emotions, this kind of copywriting is to grasp the user's inner fluctuations, with empathetic language and words, so that users feel spiritual comfort.

The Chinese character "文案" (wén àn) refers to the friends who were in charge of archives and drafted documents in ancient official offices, and also referred to official documents and letters in official offices. In modern times, the term copywriting is mainly used in the business field, and its meaning is different from that of copywriting in ancient China.

In ancient China, copywriting was also used as "text press". Official documents. "Beitang Book Banknotes" volume 68 quotes "Han Miscellaneous Affairs":

First of all, the government did not care about things, but took copywriting as its business. "Jin Shu Huan Wen Biography": "The maintenance of the machine cannot be stopped, and the regular text is limited to the appropriate day.

Tang Dai Shulun's poem "Answer to Cui Zaihua": "The copywriting is piled up every day, and I can't pull it away with my frowns." "Zizhi Tongjian: The Fourteenth Year of Emperor Taiyuan of Jin Xiaowu":

All the cao have good officials to press with palm writing. "The fifty-first episode of "Flower Moon Traces": "He Sheng felt that he was in charge of the copywriting for him.

In the old days, the staff members who drafted documents and were in charge of archives in the yamen had a higher status than ordinary officials. The fourth episode of "The Travels of the Old Disabled": "Like you, the old man who has a copywriter from the Taiwan Central Government is invited to come in and talk, how big is this face!"

The prologue of Xia Yan's "The Biography of Qiu Jin": "Bring this Ruan fortune back to the yamen, and ask the copywriter to make up for him." ”

Copywriting transliteration. Copywriting in English: copywriter, copy, copywriting

Copywriting pinyin: wén àn

The Concept of Modern Copywriting:

Copywriting is the abbreviation of "advertising copywriting" in the advertising industry, which is translated by copy writer. It mostly refers to the form of advertising information content expression in words, which is divided into broad and narrow senses, and the broad sense of advertising copywriting includes the writing of titles, texts, slogans and the selection and matching of advertising images; Advertising copy in the narrow sense includes the writing of headlines, body text, and slogans.

In China, due to the relatively immature development of various industries, the quality of personnel is also uneven, which makes the concept of "copywriting" often misquoted and understood. The most typical is to equate copywriting with "planning", in fact, these are two very different jobs with essential differences. It's just that copywriters often need to work with planners and designers, and planners also need to write some plans, which makes many people mistakenly think that copywriting and planning are the same thing, and even often confuse planning with copywriting work (this is also related to the immature development of "planning" that originated in China).

In the past, most enterprises only needed to seek cooperation with external parties when they engaged in some large-scale promotion activities, marketing planning, writing feasibility analysis reports and other high-demand projects. In the past, general enterprises would find planning, advertising, cultural media and other companies to cooperate. These companies generally have professional planning, copywriting, and design teams, and they are relatively experienced, but because of the large business volume and wide scope, they will be relatively weak in terms of pertinence.

With the continuous development of social economy, the requirements for professional copywriting have become more stringent, and some enterprises focusing on text services have gradually emerged. Most of these companies have developed rapidly, most of them have been transformed from the studio form, and some have become independent from cultural communication institutions.

Copywriting is divided into product promotion, activity, promotion, and conversion.

Product promotion: introduce your own people, products or companies through copywriting. Example: Durex copywriting.

Activities: Promote activities through copywriting, etc. Example: Splash page copy.

Promotion: Promote through copywriting. Example: Jiang Xiaobai's copywriting.

Conversion: Convert sales through copywriting. Example: Common panic buying.

When it comes to copywriting, some people say Durex, this kind of person is generally a rookie. Because laymen know Durex's copywriting, Jiang Xiaobai, Taiwan Quanlian, Remy Martin, I don't know how many good copywriters are, Durex is really powerful is creative posters, rubbing the edge ball to cater to people's tastes, you look at the ring time to change the victory plus cold down, is it not good to win plus copywriting? No, it's the company's strategy that has changed, and Durex's copywriting is not good in nature, has it brought the goods?

Has the brand tone been improved? Not at all, it's just aimless blind spreading, and the popularity is rising, but if you buy it, you will definitely choose Okamoto.

Moreover, copywriting is not a sideshow, nor is it a clever game, and the copywriting itself should be an extension of the direction of brand strategy.

From a layman's point of view, it is divided into those who can write and those who can't. Good copywriting can be written for any brand, and bad one can not be written well, not only the expression of the text, but also the logic behind it.

In terms of professionalism, it is now divided into social copywriting and traditional copywriting. Social copywriting is active between the brand and the new **, which is a bridge of communication, and it is common to be double-micro. Traditional copywriting is very complicated, **promotion, brand story, brand slogan, product name and description, there are a lot of tubes.

Of course, there is also creative copywriting, check this yourself, I'm going to sleep at 1:30.

Secondly, the copywriting is not just good to be written, but in different **, according to the brand characteristics and the medium of flexible change of form.

The focus of copywriting skills lies in the insight of the brand or product, not a gorgeous article, but the effect of copywriting is not just to write out, but also needs the cooperation of art, as well as a large number of ** to improve visibility. The brand's own services are needed to improve the tonality of the product.

So sometimes it's not that the copywriting you write is bad, it's that most Party A, or bosses, are unwilling to spend money to buy promotion and improve themselves.

For example, the company once recruited a person with ten years of copywriting experience, which is not as good as a year, so sometimes it depends on understanding and adaptability to society, as well as Party A's preferences.

In short, copywriting is easy to grow, indiscriminately filled, experience-based is also a lot, and there are countless people who really have ideas that are buried. Look at luck, look at strength.

1. Sometimes, there is no way out except to say goodbye.

2. Shake goodbye to you with a smile today, and hope to greet you with a smile soon.

3. You are crazy where there is no me, and I am strong where there is no you.

4. Come in a hurry, go in a hurry, leave a thousand things, and look forward to a reunion.

5. When you are about to separate, there are too many things to say, and a thousand words are turned into one sentence, don't forget me.

6. No matter how long you go to the end of the cape, no matter how long you will be parting, I will wait and wait.

7. Meeting and saying goodbye, returning to sail and going offshore, is the end of the joy of the past and the beginning of happiness in the future.

8. When you leave, I will send you a bouquet of flowers, that flower is my smile, and the green leaf is my evergreen love.

9. When parting, I hope you can remember me. Don't ask if the fickle world will be the same tomorrow.

There are 4 types of copywriting, which are advertising copywriting, hot copywriting, emotional copywriting, and summary copywriting.

1. Advertising copywriting, as the name suggests, is the copywriting that promotes the product, writes the plan in the form of advertorials, and brings in product advertisements in a more casual way, so that consumers can't see that this is an advertisement. This kind of copywriting can be inserting products into storytelling, or inserting advertisements into popular science copywriting, and the copywriting is relatively natural as a whole.

2. Hot copywriting is to rub hot spots, add hot events to the copywriting, rub a wave of heat, trigger heated discussions among users, and actively interact with users, so as to achieve the purpose of publicity.

3. Emotional copywriting is to arouse the emotional resonance of users, and it is very easy to arouse everyone's desire to express and want to actively participate.

4. Summary copywriting, this type of copywriting generally appears in awards ceremonies, festival activities, work summaries and other occasions, and is used in scenarios such as leadership or work reports, so the content of the copywriting should be rigorous, the words should be standardized, and there should be a certain style.

1. Classification according to the length of the article: long copywriting and short copywriting.

2. Classification according to the way of advertising placement: soft advertising and hard advertising.

3. Classification according to advertising purposes: sales copywriting and communication copywriting.

The new ** is the use of digital technology, through computer networks, wireless communication networks, satellites and other channels, as well as computers, mobile phones, digital television and other terminals, to provide users with information and services of the form of communication.

From a spatial point of view, "new" refers to the current corresponding to the "traditional", supported by digital compression and wireless network technology, using its large capacity, real-time and interactivity, which can cross geographical boundaries and finally achieve globalization.

** Concept:

Technical level: It is the use of digital technology, network technology and mobile communication technology.

Channel level: through the Internet, broadband local area network, wireless communication network and satellite channels.

At the terminal level, TVs, computers, and mobile phones are used as the main output terminals.

The above content refers to Encyclopedia - New**.

The first category: print advertising copywritingPrint advertising copywriting is a fundamental skill that must be practiced by marketers. Internet fans tell me from time to time that there was no market space for print advertising, the statistics were false, and the publicity effect was uncontrollable.

Copywriters from real large advertising agencies must be familiar with print advertising before they can be assigned to write TV commercial copy. So this can also be used as one of the ways to judge the talent of copywriters. The second category:

Online copywriting is the development of the Internet today, we pay, reading habits have changed a lot, the existence of online copywriting, I will not explain more, you see on mobile phones, computers**, web content belongs to network copywriting. The third category: brochuresBrochures are a collection of a lot of information, and the most testing of the organizational skills of copywriters.

Brochures belong to the traditional marketing technique, and there is a reason why they continue to be circulated to this day. Although we don't usually take flyers, we do receive brochures from other companies, and we feel that this company is a "powerful and real" company, which can prove that this company is indeed operating, and it can be trusted. The fourth category:

E-mail advertising copyE-mail advertising is to promote a product or electronic coupon sent to the customer's mailbox, if there are friends who like to play games, then it should be able to often receive "steam" emails, the content of the file is some game of the series of discount advertising. If you want to know more, you can pay attention to WeChat*** "Style Copywriting".

Copywriting is a position in a company or enterprise that engages in writing work, that is, using words to express the creative strategy that has been formulated. Copywriting is different from the designer's expression techniques with pictures or other means, it is a process of successive expression, development and deepening of advertising creativity, which mostly exists in advertising companies, corporate publicity, news planning, etc. Main types of work:

Writing newspaper advertisements, magazine advertisements, and postponement of sea failures; Write enterprise samples, brand samples, product catalogs; Write daily leaflets and brochures; Write DM direct mail ads, including envelopes, email bodies; Writing TV commercial scripts, including storyboards, narration, subtitles; Writing scripts for TV feature films; writing a filming checklist for a TV commercial; writing radio commercials; Sinicization of overseas advertising copywriting (translation); Write advertising lyrics, or sinicization (translation) of foreign language lyrics; Writing various forms of online advertising; Give the ** column a name; Write in-house copywriting; Writing SMS ads; Write creative elaboration of various advertising works; Writing advertising slogans; Write product packaging copy, including: brand name, instructions for use, product ingredients, etc.; Name the product or brand and make a creative statement; Name the roadshow or event and make a creative presentation; Write the text on the event invitation card and the promotional materials on the event site; Name and creatively elaborate on various gifts; Name the store and make a creative statement; Write copy of the store's window or in-store pop materials; Writing advertorials (news, stories, reviews); Write a proposal, or assist planners in optimizing and polishing the text; If the company assists the customer in the internal journal, it provides the theme direction and reviews the text. Different environments have different tempering and requirements for copywriters.