Writing advertising texts

The main purpose of an advertisement text is to draw the attention of potential consumers and customers to certain goods or services, to encourage them to choose the advertised product, advertised service or the advertised seller or service provider.

Advertising is divided into several types:

• informative: focuses a person’s attention on the benefits of a particular product, brand, a particular company;
• image: attention is focused on the prestige and elitism of using a particular product;
• explanatory: a potential customer or client is explained why it is preferable to use the advertised product, often involving famous and authoritative people;
• reminding: convinces the consumer who bought the advertised product in the correctness of his choice and encourages him not to even look at the competitors in the future.

The writing of any advertising text is subordinated to the main strategic objective: to tell people about the merits of certain goods or services in order to make them a regular customer or client. To do this, the language used is designed to “hypnotize” a person in a certain way, to focus his attention on the advertised object. Therefore, in advertising texts requirements to the purity and accuracy of language are somewhat lower compared to, for example, informational texts. The use of colloquialisms, euphemisms, polysemy and so on are permissible in advertisements.

The advertising text must first attract the reader a bright headline or spectacular beginning, and then tell about the advertised object, and the story can not be postponed indefinitely, that the desired content reached the reader, as long as he has interest in the text. And the text itself must combine readability and informativeness. In particular, the breakdown of the text into short sections with subheadings. And in general, the advertising text can not be long.

The requirements for the text may vary depending on where it is supposed to be posted: website, newspaper, magazine, television, radio. However, there are some common points. In particular, the headline must be catchy and “catchy”, because people do not look at ads in the media, and “run their eyes. Therefore, to draw attention to a particular text, the author must seriously try. The text must have a slogan and an echo-phrase in addition to the main part. Slogan – the quintessence of positive characteristics of the advertised object such as the famous “… – better for men do not” or “… – and no domomucitelstva. An echo-phrase is a short repetition of the main message of an advertisement to fix it in the reader’s memory.

Also, do not forget about such important components for the success of the advertising text, as accuracy, reliability and writing it from the perspective of a particular consumer, explaining what his problem he can solve with the advertised object.