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With a particular emphasis on the components of print media advertising, this week's lecture primarily address the structure and strategy of advertising copywriting.Title, subtitle, body content, slogan, contact details, and trademark are all common components of advertisements. The title is regarded as the most crucial component among them and has the power to decide the advertisement's success. In addition to grabbing readers' attention, a good title should also make a point and encourage them to read further.Furthermore, the significance of slogans in brand communication was examined, with a focus on their ability to effectively communicate brand concepts and their need to be succinct and memorable. The instructor referenced a well-known instance of "Just do it" (Nike). The brand has consistency and recall value because to the concept.

We were unable to hold offline tutoring sessions due to the teacher's illness, but we continued to study.We established our own group and got things going.We actively talked and completed assignments as the teacher guided us through a number of instances. As we worked through the assignments, we gained a deeper knowledge of the material we were studying in class.We thoroughly examined the real-world uses of titles, tags, and text through this self-directed grouping exercise. In addition to enhancing our comprehension of the material covered in class, this exercise developed our communication and cooperation abilities.Through autonomous group activities, we maintain high efficiency and excitement even in the absence of on-site teacher direction and comment linkages.

( 248 words )

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Lecture Topic:

I understood how crucial advertising research is to creating successful advertising campaigns after hearing this week's presentation.First of all, it highlights the role of research from the perspectives of anthropology, sociology, and psychology and describes how advertisers can utilise it to understand customer behaviour. I summed them up by saying that the main learning outcomes are to describe how advertising tactics are guided by research and the procedures needed for different kinds of research.A variety of techniques are explained in detail, including situation analysis, concept testing, and replication testing. It is also stressed how important it is to ask the right questions and use the right techniques to guarantee accurate and dependable answers.All things considered, I have learnt a lot about how successful advertising research may integrate many techniques to maximise the influence of advertising campaigns, guarantee that the message is understood by the target audience, and accomplish marketing objectives.

Tutorial：

This week, the instructor primarily explained the assignment, provided us with examples of how to complete it, and indicated the relative importance of each component. To help us understand how to finish each work, the teacher thoroughly described its criteria and requirements in class.Furthermore, I still have the chance to show the teacher the print ad of my choosing at the conclusion.Because Beryl's chocolate is a well-known and distinctive brand, I decided to borrow their advertisement.The teacher patiently listened to my ideas and offered some suggestions, even though I haven't yet come up with a clear plan.

（245 words）

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First of all, I am deeply sorry that the personal reflection of the first two weeks was mistakenly placed in a private account, and it will not be corrected until this week. Next, I will definitely read the task introduction intently and complete each task perfectly.

Tutorial：

The instructional class this week was really interesting, in my opinion. During the tutorial, the instructor carefully divided us into groups and gave each group a specific brand to work on enhancing its associated character image. She also artistically turned many company logos into endearing animation characters. I was lucky enough to be paired with the Toyota automobile brand. It was both significant and difficult to work with my partners to create a distinctive and one-of-a-kind character depiction for this brand. By thoroughly researching TOYOTA's product attributes, we painstakingly worked on developing a character that complemented the brand's identity and appealed to its target consumer group. Along with creating the character's look, we also had to come up with a suitable and catchy tagline for Toyota. Through teamwork and brainstorming sessions, we continuously produced creative concepts that included the brand's key principles, culminating in a memorable and potent tagline that effectively conveyed TOYOTA's outstanding quality and dependability to its target market. Taking this offline tutorial course improved my professional knowledge and abilities.

Lecture Topic:

The instructor has made special arrangements for the course to be conducted online because of this week's holiday. I mainly concentrated on understanding the writing style of advertising, which stresses the use of succinct, interesting, and clear language that is suited to appeal to the target audience. Advertisements are more direct and individualised when present tense, active voice, and personal pronouns are used. Additionally, I think that by following the 'Keep It Short and Simple.' (KISS) concept, one can successfully grab attention while avoiding cliches and unnecessary punctuation. With the help of these techniques, I will be able to write more captivating advertising content that has a greater effect on consumers' decisions to buy and alter their behaviour.

(339 Words)

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Lecture:

Our instructor's lecture for this week focused mostly on introducing the homework that we will be doing in the next week, providing a detailed explanation of the requirements for the assignment, and demonstrating a comprehensive homework example so that we may better accomplish the homework.During the lecture, the instructor began by providing an overview of the history of this task as well as its objectives. As a further means of facilitating our comprehension and mastery of the material that was assigned to us, the instructor had also meticulously created and demonstrated to us an outstanding and comprehensive example of homework.Included in this example are the appropriate responses as well as sensible arrangements in the structural plan. Through the process of observing this example, i have gained a significant amount of knowledge regarding how to organize your own thoughts and select resources that are suitable.

Tutorial：

In the offline course, the teacher assigned us a super interesting task, asking us to choose a brand and then come up with the corresponding copywriting title, slogan and text.After discussion and analysis by our team members, we finally decided to choose Johnson Body lotion for in-depth research. In order to better demonstrate our understanding and creative ability of the Johnson & Johnson body lotion brand, we have carefully prepared a detailed and attractive copywriting.Trying to convey the message that the use of Johnson's body lotion can not only moisturize the skin, but also promote the development of emotional communication and mutual assistance between people. In the main body part, we focus on highlighting product features and user benefits. By describing the positive emotions such as self-confidence, happiness and happiness that users gain in their daily lives because of their healthy and beautiful skin, and combining scientific research data to prove its effectiveness and safety, etc. to increase persuasion. In addition, when the other two groups showed us their ideas, although each group performed very well and had unique ideas, as an audience, they couldn't help being moved by the diverse ideas they presented.This task not only exercised everyone's teamwork ability, but also stimulated everyone to explore and think more deeply in the field of advertising planning and marketing promotion.

（365 words）

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It's independent study week this week. Although there are no face-to-face PPT taught me several radio advertising copywriting techniques and difficulties.A "theater of the mind" is created by radio commercials using sound, music, and sound effects, enabling listeners to imagine scenes.The benefit of broadcasting is that it can reach customers anywhere, at any time, and at a low cost.However, there are drawbacks as well, like the brief advertisement period and the possibility of audience distraction or lack of focus. Music, dialogue, direct, celebrity endorsement, and dramatic advertising are the five primary types of radio advertising that are mentioned in the course materials. In order to create a successful commercial, the language must convey a main idea in a clear and concise manner, and the viewer must be drawn in by engaging voices and obvious calls to action.Additionally, some writing tips for commercials are provided. The first six seconds, for instance, are crucial. To make them more appealing, employ imaginative music and sound effects and stay away from extremely intricate elements.Above all, the advertising content ought to be memorable, relevant, and appealing to the target audience.

Assignment Feedback:

It is a privilege to obtain the instructor's feedback on the task that I am now working on. It should become increasingly evident as a result of the suggestions and examples provided by the instructor, such as the process of establishing advertising goals. Not only do these examples demonstrate phrases that are of a high level and at a professional level, but they also supply me with excellent references. In addition, I came to the realization that there are certain areas in which it is essential to study the material that was presented in the class and further optimize it.

（287 Words）