Advertising of public relations documents

Advertising is a means of communication to convey information to the society openly and widely through certain media for specific needs. The word advertisement comes from Latin advertisement, which means to pay attention to, induce and publicize. Modern advertisements are usually divided into marketing advertisements and public relations advertisements.

Marketing advertisements mainly convey information about commodities, markets and services, aiming at making profits, and have the function of promoting commodity circulation or service sales.

The contents of public relations advertisements are mainly the business purpose, pursuit goal, personnel quality, management level and social reputation of social organizations. Its main purpose is to establish a good organizational image, make the public know and recognize the organization, so as to establish a good relationship of mutual trust, mutual understanding and mutual support with other social organizations and individuals, and create a good social environment conducive to the development of the organization.

2. The structure of the advertisement

Advertising generally consists of three parts: title, text and signature.

(1) title

The title is the title of an advertisement, and its function is to prompt the content of the advertisement and attract readers' attention. A good title can attract readers, deepen the impression and play the role of making the finishing point. There are three commonly used appellations: direct, indirect and comprehensive.

Straight headlines generally come straight to the point, directly telling readers the content and theme of advertisements, so that readers can see at a glance. Such as: Konica with cherry blossoms, icing on the cake.

Indirect headlines do not directly point out the theme of advertisements, but use intriguing methods to attract readers' attention. In order to arouse readers' interest, titles mostly use various rhetorical devices or philosophical language. For example:

General rules do not hurt, but it hurts if it doesn't work (Chinese patent medicine).

My hard work, your leisure (Japanese Ricoh copier)

The comprehensive title combines the characteristics of direct title and indirect title, which not only directly points out the theme of the advertisement, but also matches with images, lyrical and philosophical statements, giving consideration to both reality and reality, giving consideration to both exterior and interior, making the title unique and producing strong effects. For example:

Put my heart in your palm-Meijiajing hand cream

Have you ever worried about the peeling and fading of floor paint? -Japanese Adam brand floor paint adds color to your life.

(2) Text

Text is the main content of advertising, and it is the extension and explanation of advertising theme. The writing requirements of advertising copy are focused, compact, rich in materials and clear in expression. The advertising text is divided into three parts: the head, the text and the end.

The beginning is followed by the advertisement title, and the facts or questions raised by the advertisement title are briefly explained or explained in general and cohesive sentences, which leads to the text. For example, the advertisement of "Sanjiu Weitai" briefly summarizes the growth process, characteristics and functions of Sanjiu Weitai in the form of poetry at the beginning.

19 years of ups and downs, the prescription is all Chinese patent medicine.

The new contribution of traditional Chinese medicine is the safest for long-term use.

The theme is the most important part of the text, and the factual questions raised at the beginning are demonstrated and explained with key and convincing materials or data. You can introduce the overall characteristics of the organization, you can also introduce the characteristics of a certain aspect, and you can appeal to the public for a certain emotion. Take the advertisement of Beijing Stone Group Company as an example. Its main body is as follows:

The four-way MS series word processor with excellent performance is a famous one, which makes you save time, effort and money. Meticulous service allows you to feel Stone's enthusiasm and smile wherever you go.

High-quality, high-performance products, perfect and efficient services, why not make a correct and lifelong choice?

This theme conveys the characteristics and attitudes of enterprises to the public with deep affection.

The ending is an extension and supplement to the main content of the advertisement, which is generally very concise. A good ending can deepen the theme and make people memorable. Take the advertisement in Si Tong as an example:

Man's first tool is stone. Today, Si Tong has created a new world of office automation.

(3) Inscription

Signing a contract is further information provided to the public after the advertisement is released, which generally includes the name, mailing address and contact information of the advertising agency. Although the signature is not the main content of the advertisement, it is also the content that the public is very concerned about, so it should be accurate and meticulous, and there can be no mistakes.

3. Writing requirements of advertisements

(1) Highlight the theme

The central idea of public relations advertising plays a guiding role in advertising content. Therefore, to establish the theme, we must focus on certain public relations purposes in order to achieve the requirements of shaping a good image of the organization. In addition, we must understand the characteristics of the media and the psychology of the public in order to achieve certain results.

(2) Whether the content is true or not

The content of advertisements should highlight authenticity, and provide real and reliable information to the society in a responsible attitude to the public, instead of exaggerating the facts and confusing the fake with the real. The content of advertisements should also be thoughtful and beneficial to physical and mental health, and should not pursue vulgar tastes. In addition, we should also pay attention to the policy and not violate the advertising law.

(3) The concept is novel

Advertisements convey different information from textbooks, and readers cannot be forced to read them. Therefore, in order to increase the frequency of public exposure to advertisements, it is necessary to break away from convention in language and form, strive for novelty, attract readers with novelty and vividness, and achieve the best results. For example, the theme song of a DVD advertisement: "There is justice in the world, and there is always a reward for giving. It is better to say than to do. " Its creativity is unique and its realm is high. On the one hand, it has wide adaptability and can inspire different people on different occasions. On the other hand, it also shows the idea and pursuit of the enterprise, which makes it stand out from many DVD players and impress the public, thus winning the market for itself.

(4) concise language

Restricted by economic and other factors, the number of words in advertisements should not be too long. It is necessary to summarize the full text of advertisements in the most concise language so that readers can understand the contents of advertisements in the shortest time. In order to be concise and clear, we should first pay attention to the key points of the theme, and we can't cover everything. If you want to be healthy, please drink Jianlibao! (Jianlibao beverage advertisement), in addition, it should be concise and clear, and pay attention to the hierarchical arrangement of words. Some complicated information should be clearly organized and defined. Furthermore, short sentences and simple sentences should be used as much as possible in the text, and even if more complicated content is to be expressed, long sentences should be avoided to avoid boring readers.

(5) Rich image

Public relations advertisement is not a general introduction. In order to attract readers' attention and interest, the advertising language must be vivid and artistic. Visualized language can create an intriguing artistic conception, make people have beautiful associations and strong psychological resonance, and play a good role. Therefore, various rhetorical methods are often used in advertisements, for example, there will be a road in the end and a Toyota in the end. Notorious, fragrant Wan Li. (contrast).

Public relations advertising is a form of communication that serves the long-term strategy of an organization. Public relations advertisements are different from ordinary commercial advertisements, and have their distinctive themes and characteristics. It can be said that it has more thoughts and connotations than ordinary advertisements, but its expression has no obvious boundary with ordinary advertisements in all aspects, and is basically the same.