https://padlet.com/1115783779/4frl8693bb1ce7f6 This is myweekly learning log for ADV61704 Strategic Copywriting in the March 2023 semester. en-us 2023-04-30 06:29:34 UTC 2023-05-23 02:58:05 UTC hello@padlet.com 1115783779 https://padlet.com/1115783779/4frl8693bb1ce7f6/wish/2572836539 During the fourth week, I learned about the creative pyramid and understood the importance of headlines as well as visuals, which are an important part of an ad to grab the reader's attention. I used to think that the body copy was the most important part of the ad to introduce the product in detail. But through this week's study and ad examples I now understand that the headline is the most important part of the ad, it is the first thing people read, and a successful headline and visuals can grab the reader's attention. And in the body section I learned five ways you can use to write the body of an ad. I learned a lot of different things this week and gained a new perception of advertising.

（130 words）]]> 2023-04-30 07:42:33 UTC https://padlet.com/1115783779/4frl8693bb1ce7f6/wish/2572836539 1115783779 https://padlet.com/1115783779/4frl8693bb1ce7f6/wish/2580798703 In the fifth week of study, I first learned about "big ideas", which refers to advertising ideas that connect vividly with target consumers and help brands create a sustainable competitive advantage. Although this is the first time I've heard the term big idea, I've found that many successful and familiar ads are "big ideas," which means that big ideas have great impact and are unforgettable.
And big ideas are often inspired by the inference that they give consumers the impression that if they want a particular result or feeling, they should buy it or need it in their lives, e.g., happiness is a bottle of Coke. This made me understand that to get inspired by big ideas, I have to learn to observe my surroundings and I know more about the importance of observing life.]]> 2023-05-07 12:23:46 UTC https://padlet.com/1115783779/4frl8693bb1ce7f6/wish/2580798703 1115783779 https://padlet.com/1115783779/4frl8693bb1ce7f6/wish/2598664030 Through week6, I understand that body messages are complex and have to be expressed with specific vocabulary. I also have new knowledge about the use of tenses and personal pronouns in statements. One thing is 'KISS', which stands for Keep it short and simple, which is interesting and easy to remember. Another useful one for me is to consider the interests of the consumer and avoid over-hyping yourself. As a consumer, I am disgusted by over marketing and over bragging and abandon the product, only when there is enough quality assurance and consideration for the consumer is the body of the advertisement successful.]]> 2023-05-21 07:08:45 UTC https://padlet.com/1115783779/4frl8693bb1ce7f6/wish/2598664030 1115783779 https://padlet.com/1115783779/4frl8693bb1ce7f6/wish/2598669139 In week7, I first learned the basics of copy, the seven points. Secondly, I understood the meaning of body copy at a deeper level. the body copy is known as the main text in an advertisement, print matter, company literature or any website, this part will help readers develop interest, and, the The first sentence of the body copy should be connected to the title. Finally, I learned about the different types of body copy, among which the narrative type of body copy made me feel very much. Long ago I felt that a good brand and a good product must have the ability to tell a story and narrate, which has a strong call to action. After studying different types of body copy, I have a deeper understanding of ad body copy.This also made me realize the indispensable role of advertising for products and brands.]]> 2023-05-21 07:26:50 UTC https://padlet.com/1115783779/4frl8693bb1ce7f6/wish/2598669139 1115783779 https://padlet.com/1115783779/4frl8693bb1ce7f6/wish/2600955220 In the eighth week of my study, I realized the advantages of radio advertising. For a long time, I thought that radio advertising was backward and outdated, but now I realize that there are irreplaceable advantages to radio advertising: portability, adaptability, and extremely high reach at minimal cost. And since radio ads are not easy for readers to focus on, it's especially important to get people's attention in a short period of time! Therefore, it is also a characteristic of radio ads to deliver as much content as possible in a short period of time. In short, radio advertising is unique and indispensable.（104 Words）]]> 2023-05-23 02:58:05 UTC https://padlet.com/1115783779/4frl8693bb1ce7f6/wish/2600955220