Advertising copy planning and writing

Author: Feng Lu
Publisher:
Publish Date: 2006-07-01
Features: This book is part of the "21st Century Advertising Intelligence Operations" series. The main content includes the planning of advertising copy themes, the creativity and expression of copy, the structure of advertising copy, the language and rhetoric of advertising copy, writing advertising copy for different media, writing advertising copy for different information subjects, and writing advertising copy for different industries. The "art" or "craft" of advertising studies, in Aristotle's tripartite division of knowledge, wisdom, and art, belongs to "wisdom." "Wisdom" refers to intelligence, which is the ability to initiate, utilize, and demonstrate intelligence. It differs from conceptual knowledge and from technical skills. Intelligence is the convergence of knowledge and skills. Without knowledge, there is no wisdom, and without skills, there is no wisdom. Specialized knowledge forms specialized wisdom, and specialized skills are guided by specialized wisdom. The comprehensiveness of advertising studies also determines that the wisdom of advertising is comprehensive wisdom, supported by a wide range of knowledge and open to the various skills required in advertising. If advertising studies are reduced to mere knowledge or the teaching of technical skills, they fail to fulfill their purpose. Only by developing advertising intelligence based on advertising knowledge can this field truly begin and end. In summary, it is about how to teach and train intelligence in advertising studies. This "21st Century Advertising Intelligence Operations" series is based on the teaching and training of advertising intelligence, combining knowledge, applying knowledge, and synthesizing knowledge. Based on this, it forms ideas and formats, constructing an academic system characterized by intelligent training.