Business Management | New changes in advertising copywriting in mobile media

Author: Xu Ying and Liu Yuhui, a graduate student at the School of Journalism and Communication of Hebei University

Source: "All Media Exploration" June 2022 issue

Abstract: As an expression of advertising, advertising copywriting spares no effort to attract the attention of the audience. The emergence and development of mobile Internet and mobile smart terminal technology drives advertising copywriting unknowingly. Based on this, the use of case analysis methods to explore the characteristics of the characteristics of advertising and copywriting in the mobile media era, including the text relay between the brand, the real -time tracking of hot topics, and the flood of emotional marketing. The perspective of traditional culture explore its development path.

Keywords: mobile media era; advertising copy; development path

The general part of advertising copy refers to the overall part of advertising works, including language, dynamic images, pictures, and sounds. The narrow advertising copy only refers to the language part of the advertising works. The 49th "Statistical Report of the Development of the Internet of Internet Internet" published by the Internet Information Center on February 25, 2022 shows that as of the end of 2021, the proportion of people using mobile phones online in Chinese netizens reached 99.7%, which marked the era of mobile media. Prosperity. The continuous development of mobile interconnect terminal products is subtly promoting people's daily life to change in time and space, and at the same time, it also drives all walks of life to find new development directions. Advertising copywriting is accompanied by the rapid development of Internet communication carriers, and extend some new branches of different types, such as Sina Weibo advertising copywriting, WeChat platform advertising copy, etc. The research on this has continued to enrich with the development of mobile media. In this article, the narrow advertising copy is used as the object of discussions, insight into the characteristics of its characteristics in the era of mobile media, and exploring its development path.

New changes in advertising copywriting in the intellectual media era

1. Text relay between brands. With various types of mobile social media and short video platforms such as communication channels, the costs of advertising copywriting creation and communication marketing have declined sharply, and the dominance of the brand has continued to strengthen the leadership of advertising texts, and the response speed continues to accelerate. Advertising copywriting has gradually entered a new model of two -way interactive communication from one -way transmission in the past, and two -way communication is not only reflected between advertisers and consumers, but also between advertisers and advertisers. relay. Jiang Xiaobai, known for its emotional marketing, released 100 posters on the tenth anniversary of the founding of the brand on November 19, 2021. For example, "Solemn statement: Some people say that Jiang Xiaobai is far from the four famous wines. It is the eight major ". Its self -ridiculous copywriting style and colorful font color matching not only euphemistically respond to consumers' long -term doubts about the brand, but also quickly appeared on Weibo hot search. The interactive imitations of major brands, such as the "Solemn Statement ... Come and change jobs in the family of 58", is hungry, "Solemnly declare ... Can buy their wines really hungry?" This form of text formation is actually the marketing tactics of the brands. In the era of scarce attention, it can attract people’s continuous onlookers and stimulate the carnival of the entire network. More frequent.

2. Real -time tracking of hot topics. In the era of "everyone holds a microphone", advertising marketing must not only attract the attention of the audience, but also stimulate the audience's long -term attention and discussion of the brand. Adults of advertising and copywriting pay attention to social affairs in real time, find the strong association attributes of their own products with the current hotspots, and use creative methods to carry out marketing activities. [1] Sina Weibo has stabilized the first echelon in the field of mobile social media in my country for many years. [2] Postering on the Weibo platform is the favorite "popularity" method of major brands. Holiday solar terms, entertainment hotspot posters, social current affairs hotspot posters, sports hotspot posters and other types. [3] As the world -renowned gender health brand Durex's advertising on its Weibo platform fully demonstrates the marketing model. Its propaganda concept is not to let any festivals of the year, even World Sleep Day and World Health This kind of uncommon holidays will not be missed. [4] Posted on Valentine's Day in 2022 "Later us -I used to go to bed early with dreams, and then I got up early." Father's Day "My Dad's Day Say: Be prepared, and then be a dad. "Following the hotspot is the new feature of the development of advertising copying into the era of the intelligence media. It is also the product of technology. Timely use the hot spots to help advertisers achieve the brand leap.

3. The flood of emotional marketing. In the traditional advertising marketing, refined advertising copy can stay in the minds of the audience, and in the era of flooding, scattered audience attention, and increasing life pressure, find the emotional pain points that fit the product and consumers, and the emotional pain points, and the consumers, and the emotional pain points, with Effective grafting of brand communication [5] became the primary task of advertisers. Many people's impression of direct hire by BOSS starts with the advertising copy of "looking for a job, I want to talk to the boss". This advertisement has successfully achieved differentiated marketing, but at the same time, the form of repeated brainwashing is inevitable. However, the new advertisement released in March 2022 is shining. "I won't, I can learn. A piece of white paper, let's talk about it directly." The subjective narrative of the "talent" will be processed unconsciously after seeing the audience who is looking for a job, causing resonance.

Analysis of the development path of advertising copywriting in the intellectual media era 1. With the help of algorithm technology to achieve accurate release. In the face of massive information, the audience will automatically resist the content that is not interested in, but only accepts information they are interested in. Advertising copywriting can use information such as big data algorithm technology for users' age, gender, occupation, daily search records, content preferences and other information, to portom the user, change the traditional point of the traditional point, the precise matching output of the steering point -to -point point, to the number of users for the number of users Customly customized the exclusive advertising copy, so that it obtained a unique user experience and experience. Today, this form is widely used in the field of product marketing. For example, inquiring information about the performance and price of a certain product in the webpage, then open Taobao, there will be a recommended purchase page for such products. The production of advertising copywriting adopts this method to achieve effective and accurate communication and achieve better communication results.

2. Insight social phenomena and connect social issues. Coca -Cola "Wind and rain wants to come to the sea to do the sea, and to help each other in the same boat"; Southern Airlines China "country is home, we pick you up home"; Suning Tesco "saving things, you don't send it, what else is worth sending" ... During the 2020 new crown pneumonia's epidemic, the anti -epidemic copy of various brands has aroused people's attention and heated discussion. The most worth mentioning is the Wuling Automobile brand. During the scarcity of the mask, it announced the transformation of the mask production line to give the mask produced for free. At that time, the content of the advertising article was "what the people need, Wuling created." Once the above -mentioned advertising documents were launched, the image of temperature and social responsibility was presented to the public, touching the public's emotions. The advertising copywriting creation of the Intelligent Media era should not only be able to place themselves to the entire macro society, but also cut in from a micro perspective, in -depth grasp of this form of "public welfare+marketing", keen insight into social changes, focus on social phenomena, pay attention to society, pay attention to society The problem is to touch social resonance and guide value orientation.

3. Digging cultural connotation and integrating traditional culture. The excellent traditional culture that the Chinese nation has passed down for thousands of years has represented the pursuit of value of the Chinese people. It is the spiritual pillar that China has standing in the wave of global competition today. Inheritance and promotion of excellent Chinese culture is the general trend of today's society. [6] At present, Chinese cultural elements are becoming more and more valued by various fields and industries, and they are also particularly prominent in the advertising field. Although the people's spiritual quality, although advertising is mostly for the purpose of obtaining commercial interests, the use of traditional culture, it undoubtedly realizes the inheritance and publicity of traditional culture. Countless excellent traditional culture is the essence of the essence of contemporary after thousands of years. It has a strong bearing capacity and can be perfectly combined with the trend of the times. China ’s excellent traditional values, traditional thoughts, and traditional craftsmanship are all things that can be borrowed in advertising copywriting. The use of this "culture+advertising" in the advertising copy can not only pass the rich connotation of traditional Chinese culture to the audience silently, but also enhance the brand image and achieve a good advertising marketing effect.

Conclusion

As an indispensable component of advertising works, as part of the advertising work, with the development of the times, its transmission environment and expression have changed, including the text relay between the brands, the real -time tracking of hot topics, and the flood of emotional marketing. The change is eternal, and the way to pursue better development is constant. The development of advertising copywriting can use algorithm technology to achieve accurate release; insight into social phenomena, connect social issues, and tap cultural connotation, integrate traditional culture, continuously activate the vitality of copywriting, and promote the new vitality of advertising copywriting in the new media era to promote the advertising industry Innovative development.

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