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Analysis of DVD advertising copy in Guangzhou Tsinghua Square

Create a poetic life—

In the creation of DVD advertising copy in Tsinghua Square, Guangzhou, this image is also vividly displayed. The creator's profound language skills, excellent writing style and rich imagination are amazing! The picture processing of the whole DVD and the cooperation of background music are also original.

Guided by Dai Wangshu's Rain Lane, the picture is treated as watercolor painting. "Holding an oil-paper umbrella, I wander alone in a long, lonely rain lane, hoping to meet a girl like lilac ..." All of a sudden, I pulled people into the space of daydreaming and the artistic conception of poetry. This quotation is conducive to laying the tone and style of copywriting, conforming to the elegant and solemn style of Tsinghua Plaza, and has a * * * sound with the target customers who advocate the traditional humanistic spirit of China. Then the overall outline of Tsinghua Square highlights the artistic conception of "quietness" and "long ancient rhyme". Then the concept of courtyard planning and design is expounded: "The courtyard of Tsinghua Square is not a simple building, but a medium to communicate between heaven and man." Combining lifestyle, outlook on life and architecture, "home is no longer a shelter, but a cultivation of life and personality", and home is not only a material habitat, but also a spiritual space and emotional space. Many people have expounded this view, especially for high-end residential and high-end customer groups. The problem is how to infect and impress people in word expression. As for the description of the living realm of harmony between man and nature, "In Tsinghua Square, you can taste the isomorphism between man and nature. It seems that heaven and earth are only the greatness of the courtyard, and the courtyard is only the extension of human beings." This fantasy conforms to the Taoist ideal of pursuing the unity of man and nature, and the artistic conception of harmony and balance between man and nature will be smooth and prosperous. The connection between "a quiet and honest house door" and "the cover of a thread-bound book" is due to the comparability of "extensive and profound" and "rich and interesting" after the two doors are opened, which shows that there is not only a house in the house door, but also a heavy history.

"The white wall under the blue tile, with vigilant eyes, is waiting for the swallows who are flying in downtown and tired of flying in history, and cutting out red shadows to build their nests ..." The white wall's watch over the swallows who are flying in surprise and tired is very infectious, which makes the artistic conception and picture vivid and poetic. "Swallows were all over the world last year. Whose swallows are this year?" Swallows are still so homesick, let alone people.

"Inherit the beauty of modernity in classicism and solidify the beauty of fashion in tradition. Inheriting the beauty of history and leading the living direction —— Tsinghua Square is the living concept advocated by Tsinghua Square, which runs counter to the popular trend of European and American architectural styles and makes Tsinghua Square a success under the differentiated strategy. Tsinghua Square is a model of inheriting the traditional architecture of China, and on this basis, it has made some innovations and created a new China residential brand. " There, ecstasy lasted all night ... "Covered by the green screen window. The imagination of this copy is extremely rich, and the author thinks for ages. The description of the life style and life scenes of ancient literati makes people feel immersive, which makes the audience seem to be integrated into the life of ancient literati and can impress the audience who advocate China traditional culture.

"Those days when the back garden was guarded ..." "According to the ancients, the sun set ..." The elegant classical life combined with the garden landscape of Tsinghua Square is fascinating! The most attractive thing about Tsinghua Square is the landscape design, which makes the living environment quiet and vivid.

"Family harmony, happiness and warmth ... full of China people's unique humanistic spirit". The architectural pattern and spatial design of Tsinghua Square are related to the traditional humanistic spirit of China, which shows that the architectural features of Tsinghua Square are China, traditional, with strong cultural connotation and emphasis on harmony and order.

"Refuse to mediocrity, refuse to flashy. The quaint charm creates an elegant and agile space, and the relationship between classicism and postmodernism takes place in the same time and space-Tsinghua Square, which is a portrayal of Tsinghua Square, with both ancient charm and new ideas! In fact, the creation of the whole copy is also full of classical flavor and new ideas.

There is nothing wrong with the latter paragraph, "You will suddenly realize that staying at home is not only a shelter, but also a cultivation of personality, the construction of family ties and the creation of artistic conception, which is a poetic dwelling", but it seems to be repeated that the quotations of famous sentences such as poetic dwelling have been too excessive, giving people a feeling of literary exhaustion. Maybe it would be better to explain it in a new way or angle.

The latter subtitle can be regarded as the postscript of DVD advertisement, which shows that the copy is very strategic, such as "this is a life realm that is ashamed of being related to money." This sentence gives people a psychological hint that when buying a house, don't be stingy with money, but choose your ideal living space. Although such a copywriting strategy is used more, this sentence will make some people have to be generous when buying a house.

In a word, the DVD advertisements in Tsinghua Square are as rare as those in Tsinghua Square. Some people think that long-form copywriting is easy to write, but they can write poetic long-form copywriting like DVD advertisement in Tsinghua Square, which has won the essence of ancient Chinese, conforms to the taste of modern people, and is by no means an idle generation.

On the other hand, the production details of DVD in Tsinghua Square are also very particular, such as the coordination between the picture and the copy, the selection of famous classical music in China as the background music, and the insertion of the contact number of Tsinghua Square when the dubbing interval of the copy is long.

Preface to Tsinghua Square:

Perhaps because of studying history, I have special feelings for many ancient things. The essence of the nation passed down for thousands of years is always integrated into the culture, architecture and blood of the whole nation, which becomes a factor that makes your blood boil. When I stopped in the courtyard with blue bricks and gray walls in Tsinghua Square, the shadow of prosperous history, the meticulous carving of the future by history, and all the imaginations about architecture and residence that span the past, today and the afterlife are all integrated here. I saw all the people who stopped here wandering thoughtfully, with a long-awaited brilliance in their eyes.

The outline of the new house has been outlined in my mind with bold imagination for thousands of times, but it is always impossible, because for modern people's living, the simple repetition of the ancient house will undoubtedly be laughed at as arty. Tu Zhiming of Tsinghua Square said that this building is not retro or reappearance, but the inheritance of the essence of ancient oriental residential culture. We try to have a friendly and calm dialogue between the essence of traditional living culture and modern living civilization here.

Undeniably, this modern house touched or shocked many people. For most families in it runs in the family, it is the first time that three generations, old, middle-aged and young, have abandoned differences in age or hobbies and reached a high degree of agreement on the orientation of this residence. Because according to my guess, they think that such a property should not only be supported by strong economic strength, but also reflect the traditional profound cultural literacy and taste of the owners. In other words, it is a realm of life that is ashamed of money.

Imagine: it's night, next to the back garden, a bed of cool moonlight, a pillow full of bamboo and wind whispering, accompanied by a window of carefully cut songs, as well as the whispering of Meilan pine and bamboo and dew on the ground ... Life is just one night, that's all!

Attachment: Text of advertising copy

This film is dedicated to the historic city of Guangzhou.

"With an oil-paper umbrella.

Wandering alone in a long, lonely rain lane

I hope to meet a girl like lilac ... "

Step into Tsinghua Square.

Suspicion entered Song and Ming ink paintings.

Just now, it was following the noise of your city.

Ping Ping parted behind him.

A quiet and desolate street scene

That old and carefree three-story building

A courtyard with herringbone roofs, white walls and tiles.

Time and space are condensed at a glance.

The courtyard of Tsinghua Square is not a simple building.

It is a medium of communication between heaven and man.

The layout of the courtyard gathers inward.

Transformation and generation of interactive space in court hall

Construct "Yin-Yang Hub"

Courtyard between houses

Condensed a section of Jiangnan

Beautiful spring scenery

Hua Mu xinxin

Life outside is rich and warm.

The rhythm of life is integrated into nature.

Home is no longer a refuge.

But the cultivation of life and personality.

Zaiqinghuafang

You can taste the isomorphism between heaven and man.

It seems that the birth of heaven and earth is nothing more than the greatness of the courtyard

Courtyard is just an extension of human fantasy.

Staring at the door of honest, quiet and humiliating house

It's like staring at the cover of a thread-bound book

Cann't stop thinking

After turning it over

How can it be profound, rich and interesting?

White wall under blue tile

Wear a watch.

Stay there and fly in the city.

Swallows tired of flying in history,

Cut the red shadow and come to the nest …

The patio is embedded between houses.

It can breathe and talk.

It connects heaven and earth, gathers gas reservoir wind, spits out the old and absorbs the new.

Let the breeze penetrate

The sun kissed and the rain lingered.

A small courtyard

This is the wisdom bred by the warm and humid climate in the south.

Or "harmony between man and nature"

Or the space carved by the concept of "gas field"

Telephone:

Teach and inherit

Creating Modern Beauty in Classicism

Solidify the beauty of fashion in tradition

Inherit the beauty of history

Lead the way of life

-Tsinghua Square.

Telephone:

The green screen window hides "the place where the carnival lasts all night"

A wisp of tea smoke curled up …

You can wear a skirt as the wind, till, raising my cup, I asked the bright moon.

You can watch Hong Fei and lyre.

There is no need to open the shutter, and the glass roof and beautiful scenery are on their own.

* * * about a party to go out, imagine space.

Picking incense in secret passages goes far into Shandong.

The wind and the coolness of the hall …

Tsinghua Square washed away the elegance of lead China.

There is also profound calmness and calmness.

It's the dream of the hermit Focha and the bachelor Su Shi, just like yours.

Those days when the back garden was guarded.

The structure is purely private.

And completely open space.

Shining in the sunset of the ancients

Warm and charming.

On the wet rockery

There are mosses ranging from goose yellow to light green.

Play it over and over again

Ring together in Tsinghua Square.

In the inward quadrilateral structure

Nature understands China culture and values inner experience.

Thinking orientation of self-cultivation kung fu

Southern dialect is wonderful and natural.

Cantonese opera is played with seven strings.

Waiting for a pair of jade hands to knock at the door.

Collisions and jingles

The architectural rhythm of Tsinghua Square

Also became the ancient Zheng Song ...

You are on the wall.

The back garden is immersed in intimacy with the palace eaves.

Enjoy the meaningful China culture …

The relationship between family and happy family is warm.

The pride of scholarly family has enriched.

Zaiqinghuafang

From courtyard gate, patio, main room to back garden.

Such as chessboard layout, step by step.

Reflect the father's kindness and filial piety, and brothers and friends respect each other as guests.

Show filial piety to Gaotang and sincerity to disciples.

When spring flowers are blooming, husband and wife are together.

Male thrush, female case

When the autumn moon is exquisite, the grandchildren tuck their knees.

* * * Look at Penny and the Weaver Girl

In turn, youth and happiness.

Full of China people's unique humanistic spirit.

Address: Tel:

relationship

Reject mediocrity

Reject glitz

Create an elegant and agile space in the simple rhythm

Classical and postmodern are related in time and space.

-Tsinghua Square.

Set foot on the land of Tsinghua Square

There is a heavy texture from the soles of your feet.

Your nerves stick out of your roots. ...

This is a desire rooted in it.

Ethical space with orderly rules

Send out a deep love.

(Caption: Furun House, Derun Body, House Run comes from itself, Body Run comes from Germany, Family doesn't pass on wealth, and Germany can carry the house. )

Green grass, deciduous oriole

Fenglaishui Temple is full of faint fragrance …

Like a moral symbol of beautiful vanilla.

"Shui Mu Tsinghua" is more than a spotless environment.

It is also the spiritual Tsinghua.

Tsinghua of national character.

A force that penetrates the soul.

Echo and the rise of a new realm of overall personality.

The images of Shui Mu and Tsinghua are as bright as ever.

You will have an epiphany.

Home is more than just a shelter.

Home is the cultivation of personality.

The construction of emotion and artistic conception.

This is "poetic dwelling"

(advertisement: logo)

Subtitle: When I stopped in the courtyard with blue bricks and gray walls in Tsinghua Square, the prosperous history was floating. The meticulous carving of the future by history, the architecture and living dreams that cross the past and interweave this life with the afterlife are all integrated with this place. I can see that all the people who stop here have a long-awaited brilliance in their eyes when they are thoughtful and lingering. Undeniably, this modern house touched or shocked many people. For most families in it runs in the family, the three generations, old, middle-aged and young, abandoned the differences in age or hobbies for the first time and reached a high degree of agreement. Because according to my guess, they think that such a property should not only be supported by strong economic strength, but also reflect the traditional profound cultural literacy and taste of the owners. In other words, it is a realm of life that is ashamed of being associated with money.

Imagine: it's night, next to the back garden, with the cool moonlight, the whistle of bamboo and wind on the pillow all night, accompanied by a carefully cut song from a window, the whistle of Meilan pine and bamboo and the dew on the ground ...

Life is just a night, that's all! )

Ten Shortcuts of Real Estate Advertising Creation

1 caters to the cross-product crowd.

Use intuition to understand what people are thinking through products and tell the audience that you are also in this spirit. Don't worry that your product can't reflect the spiritual content it covers. What we want to show our customers is the development trend of the product, not the product itself.

2 appreciation in the operation of the media

Have enough money and spend it wisely.

In order to clearly convey the theme, advertisements call for oneness, that is, an advertisement only talks about a central "selling point" or topic. If the advertisement wants to convey multiple benefits to the audience, show different aspects of the brand, or gradually introduce the "selling point" or main information of the product through exposition or suspense, it should generally achieve the expected effect through a series of advertisements. The shock brought by large-scale launch can not be ignored by any audience.

According to the media policy.

Choosing the right media and advertising can make the advertising works more suitable for the media.

Enter the news

According to the characteristics of their own products, under the premise of not violating the original purpose of newspapers and periodicals, we should integrate our own advertising ideas into newspapers and periodicals, so as to make the natural transition between advertisements and media content, improve the effective arrival rate, let consumers be impacted by advertisements while browsing newspaper information, and let consumers accept advertising information willingly.

Soft writing helps.

A single advertisement can't attract the audience's attention, and the addition of soft articles can greatly enhance the role of advertisements without investing too much money.

3 a little more interaction

No one will refuse happiness. More "fun interaction" activities to create an active atmosphere. Examples: prize quiz, maze game, crossword puzzle, wrong game, etc.

4 Choose a good advertising language

A phrase "in a word, it's worth a thousand dollars" may make businesses make a lot of money, a sentence may affect children's growth, a sentence may become a talk after dinner, and a sentence may drive social and cultural development. ...

Experience of copywriting: First, don't use too many adjectives in the title of copywriting, it is best to simply combine verbs and nouns. Second, the concept of new combination of old elements is also applicable to writing a copy. A copy with two words not far from the edge can often get unexpected results.

5 Inject special-shaped creativity

The newspaper layout is deformed and tailored to achieve unexpected advertising effects. Such as the price difference between columns and so on.

6 unified image

Insist on speaking with one voice and showing people with one face until consumers fully understand us. By screen segmentation, language style, color or font, we can see what brand of products it is. Mature goods can clearly show the unique charm of the brand even if they block the signboard.

7 Show the comparative advantages of products

For advertising, his main task is to show the brightest side of products to customers, attract customers to choose, and leave the final decision to customers. The appeal point of advertising is essentially the display of the comparative advantage of products.

8 Attract the content that customers care most about

Everyone is generally concerned about the location, price and apartment type of real estate. In order to attract customers better, a good advertisement does not have too many appeal points, usually a main appeal point plus one or two secondary appeal points, or there is no secondary appeal point at all, only the main appeal point. Select the factors that customers are most concerned about as the main appeal point of real estate.

The most effective appeal point is the place that customers are most concerned about, and it is also the comparative advantage of products.

The most effective advertising appeal point should not be the comparative advantage of your product, but the place that customers pay most attention to.

10 real estate advertising creation should be aimed at the customer's "software"

"Software" is a desire, a feeling and a dream. How can we help people feel the unique "software" of real estate through advertisements before experiencing the feelings?

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