https://padlet.com/lyl20001013/hc27g53lr1a0szsa en-us 2023-04-29 10:15:38 UTC 2025-11-19 10:23:06 UTC hello@padlet.com lyl20001013 https://padlet.com/lyl20001013/hc27g53lr1a0szsa/wish/2572470443 In the fourth week of study, I learned the role of headlines in strategic writing and its irreplaceable important position. We studied the copywriting structure of print media advertisements and common advertising titles and slogans. I brought the copywriting structure theory I learned today into the advertisements we see every day in our daily life, which deepened my understanding of advertisements and taught me how to look at advertisements from a professional perspective. Making advertisements requires a full understanding of people's psychology in order to accurately design advertisements that hit people's hearts. Advertising research is essential. We need to understand people's attitudes and reactions to advertisements in specific groups and analyze the advertising effect. In the course, I learned that no one will read the text of the advertisement, so the title is particularly important. An eye-catching title is of course important to the advertisement, and an advertisement that can attract readers' interest can attract readers to know more about the product and then enhance their desire to buy the product. The purpose of the title is to catch the reader's attention, but at the same time, the title should also be related to the product and advertisement and cooperate with the text, and should not blindly pursue attraction. There are 10 kinds of titles, each with its own advantages and disadvantages, and there are many factors that will lead to an unsuccessful title. We need to avoid these problems, and subtitle can also help us supplement information or strengthen the content of the title.
(255words）]]> 2023-04-29 10:21:59 UTC https://padlet.com/lyl20001013/hc27g53lr1a0szsa/wish/2572470443 lyl20001013 https://padlet.com/lyl20001013/hc27g53lr1a0szsa/wish/2580743027 In the week 5, I mainly studied the big ideas in advertising planning. The big ideas play a great role in advertising, which allows the audience to connect with the brand immediately from the ideas, which is a favorable advantage in competition with other brands. According to the definition of inference, we use big ideas to define the brand, present the results of consumer brands to the audience and attract the audience creatively. The creativity of big brands is very important both strategically and creatively. They call for (implementation) and sell (strategy). By learning Ogilvy & Mather's method to find big ideas, I learned more specifically the importance of big ideas and their implementation. Next, we learned the steps of conceiving big ideas for activities, which are divided into four steps. I learned why we need big ideas and how big ideas make advertising activities penetrate noise and attract the attention of the audience.(154words)]]> 2023-05-07 10:08:07 UTC https://padlet.com/lyl20001013/hc27g53lr1a0szsa/wish/2580743027 lyl20001013 https://padlet.com/lyl20001013/hc27g53lr1a0szsa/wish/2588026157 In week 6 we studied writing the body copy of print advertisements. After discussing the 'Big Idea' the previous week, I understood how advertisements appeal to and connect with their target consumers. "This is the power of 'big ideas' to hit home. We need to read and analyse a lot of ads before we write the body of the ad, not as a consumer, but from the point of view of appealing to the consumer. Watching a lot of adverts helps you find your own style of writing, just as you need to read a lot of books before you become a writer, and a lot of films before you make them.
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]]> 2023-05-12 02:13:27 UTC https://padlet.com/lyl20001013/hc27g53lr1a0szsa/wish/2588026157 lyl20001013 https://padlet.com/lyl20001013/hc27g53lr1a0szsa/wish/2598608749 During the week 7 I learnt how to write body copy for an ad and what elements are needed for a complete ad copy. Body copy is so important because it develops the reader's interest and because it needs to be linked to the headline.
For the body copy of an ad, the language techniques used must be emotionally and logically appealing so that the reader is motivated to take action and achieve the ad's purpose.
I used to think that the use of grammar in advertising had to be very strict, but in fact advertising text is different from journalistic text, which requires strict grammar, but for advertising incomplete grammar can bring the reader closer and make the ad more interesting.
The ad must clearly communicate and emphasise a point, the brand name must be front and centre, the content must not be boastful or clichéd, it must be innovative and concise, and short sentences can quickly convey the message to the audience and prevent them from losing interest.
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]]> 2023-05-21 03:17:29 UTC https://padlet.com/lyl20001013/hc27g53lr1a0szsa/wish/2598608749 lyl20001013 https://padlet.com/lyl20001013/hc27g53lr1a0szsa/wish/2606712626 In week seven we learned how to write radio commercials and we learned about the five characteristics of radio commercials. In an age where many people no longer use the radio, radio commercials still have their unique advantages, but as an audio-only commercial, it can be challenging to write a good radio commercial that clearly conveys the sensory experience to the audience. There are five forms of radio commercials and five key points. Writing good radio commercials requires following these interesting rules, and a successful radio commercial also requires the challenge of engaging the listener in every way and conveying meaningful content. I also benefited from the course by learning about the format and length of radio commercials, the need to repeat and emphasize the brand or product name and selling points to the maximum extent possible in a limited amount of time, and that there are writing techniques for radio commercials that can be used to engage the audience to a greater extent and produce a successful radio commercial.]]> 2023-05-27 08:18:57 UTC https://padlet.com/lyl20001013/hc27g53lr1a0szsa/wish/2606712626