Copywriting

Author: Chu Guangzhi
Publisher:
Publish Date: 2005-06-01
Features: This book is a national-level planning teaching material for the 15th Five-Year Plan of general higher education. It is divided into ten chapters. Chapter 1 discusses the concept, characteristics, functions, related disciplines, and the quality requirements for writers in advertising copywriting. Chapter 2 introduces the concept, functions, formulation, and review methods of advertising creative strategies, focusing on solving the problem of "what to say." Chapter 3 analyzes the principles and techniques of appeal, rhetoric, creativity, and naming in advertising performance, focusing on solving the problem of "how to say." Chapters 4 to 7 respectively explain the advertising copywriting for newspapers, radio, television, the internet, direct mail, and outdoor media, focusing on solving the problem of "combining writing techniques with media characteristics." Chapters 8 and 9 discuss the writing of corporate and public service advertising copy, respectively. The final chapter introduces the content and methods of advertising copy testing. This book is easy to understand and highly practical, citing and analyzing numerous illustrated cases, and providing many engaging exercises to help cultivate readers' creative thinking and professional skills. It can serve as a textbook for advertising majors and also as a reference for advertising professionals seeking career advancement.