What is the difference between script and copywriting?

1. There are three differences between scripts and copywriting:

1. The overviews of the two are different:

(1) Overview of scripts: refers to performing dramas, The script on which a movie is made, or the script of a book. Or it refers to an extension of a batch file, which is a program saved in plain text. Generally speaking, a computer script program is a determined combination of a series of operations that control the computer to perform operations, in which certain logical branches can be implemented. .

(2) Overview of copywriting: It originally refers to the table where books are placed, and later refers to the person who writes on the table. Now it refers to positions in companies or enterprises that are engaged in writing work, which is to use words to express the creative strategies that have been formulated.

2. The functions of the two are different:

(1) The role of the script: The script can be said to be the development outline of the story, which is used to determine the development direction of the story. After that, determine where and when the story takes place, which characters there are, the characters' dialogue, actions, emotional changes, etc. These detailed tasks must be clearly determined in the script.

(2) The role of copywriting: Copywriting is different from the way designers use pictures or other means of expression. It is a process of expression, development, and deepening that follows advertising creativity. Exists in advertising companies, corporate publicity, news planning, etc.

3. The basic requirements of the two are different:

(1) Basic requirements of scripts: syntax and structure are usually relatively simple; learning and use are usually relatively simple; programs are usually easy to modify "Interpretation" is used as the running method without the need for "compilation"; the development productivity of the program is better than the running performance; it greatly improves the work efficiency of the system administrator.

(2) Basic requirements for copywriting: Accuracy and specification are the most basic requirements for copywriting. The copywriting should be concise, concise and summarized in the use of written language. First of all, it is necessary to express the essence of the advertising product in as few words and words as possible to achieve effective dissemination of advertising information.

Copywriting is the overall concept of the advertisement. For the advertising language that appeals to the auditory sense, attention should be paid to gracefulness, smoothness and pleasantness, so that it is easy to recognize, remember and spread, thereby highlighting the positioning of the advertisement, which is very important. Good expression of advertising themes and advertising creativity, and produce good advertising effects. At the same time, we must also avoid excessive pursuit of language and phonological beauty, while ignoring the theme of the advertisement, copying it mechanically, being far-fetched, and damaging the meaning because of the text.

2. The relationship between script and copywriting:

To put it simply, the advertising script of film and television advertising includes shot description and copywriting and creative elaboration. These three items constitute the advertisement. script. Advertising copy includes a lot. If it is a film and television advertisement, then the monologue read by the voiceover in the film and television advertisement that you usually see is the copy.

Baidu Encyclopedia-Script (screenwriting terminology)

Baidu Encyclopedia-Script (computer terminology)

Baidu Encyclopedia-Copywriting