After Reading >> Writing Practice

I. A Brief Introduction

Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.

Tips for Writing Advertisements

If you advertise something such as a product, a journal, or a job, you tell people about it in newspapers or on posters in order to encourage them to buy the product, subscribe to the journal, or apply for the job. The following points are worthy of note when it comes to writing advertisements:

1) An advertisement should be so written as to attract people’s attention and arouse their desire to act upon it.

2) Language used in advertisements must be lucid and persuasive.

3) Rhetorical devices like puns, rhymes, personification and repetition are often employed in writing product advertisements.

4) A product advertisement usually includes the headline, the image and the text.

II. Samples

Samples 1~3 (图略)

Sample 4:

TV Commercial Marketing Producer Needed in Shanghai

We’re a wild bunch of dynamic, creative and expressive individuals constantly contributing to the components of the life that we’re living in … and thus we create our world, making it more interesting than it already is. In our case, we specialize in producing moving pictures in the form of videos, short films, branded contents campaign on behalf of brands & agencies. In short, we are a boutique film/video production house.

We’re currently looking for someone who will join our creative collective in working with clients from identifying the lead to closing the sale & maintaining the relationship during the projects.

The job includes:

- Identifying potential client companies (advertising agencies, media companies, etc …) & establishing relationship on a day-to-day basis.

- Improving & extending the existing projects.

Requirements:

- With experience in the advertising industry

- Good communications & presentation skills

- Fluent in Chinese & English

Please send your CV to us by email. Our email address is hr.helen@shlive.com.