Advertising text characteristics types with examples

Advertising text

An advertising copy is a piece of writing written with the intention of persuading or convincing readers of something. It is a widely used tool in advertising, as it is a type of text aimed at potential customers to buy or use a certain product or service. Advertising text characteristics types

It is also called an advertisement, and it is usually accompanied by short phrases (or slogans) repeated over and over again, in order to be recorded in the memory of readers, viewers and consumers in general. Through advertising text, what has been called mass culture can be generated.

With this type of text, the reader-consumer can usually feel identified, and it is precisely with this identification that the receiver is made to act (in other words, to buy).

What is the advertising text for?

The aim of this resource is to highlight and promote something, whether it is a product (any type of object, such as books, appliances, cars, apartments and even tourist destinations) or a service (in the case of agencies, real estate agencies, tourist or sales companies and rental of products, etc.).

The interesting thing about advertising text is that it not only serves to stimulate the consumption of the population, but also through it the transmission of certain social , educational or cultural values can be achieved . Advertising text characteristics types

In this way, a change in the behavior of a specific part of society can even be achieved, since its reach is usually massive: through television, newspapers, billboards in the streets, etc.

Characteristics of advertising texts

The advertising text is characterized by using different resources: literary, visual and auditory, with very attractive content for the public (or at least that is the intention). In this sense, the text has to connect with its target audience so that it has the possibility to influence people.

There are some characteristics that must be fulfilled for the text to be good advertising copy.


As the intention of an advertising text is to persuade consumers or users, the messages must be short and specific, with very precise ideas and phrases.


It should be as clear as possible so that there is no room for confusion. If a message is not clear, the chance of it being understood is low. Of course, it should also surprise and shock, but if the receiver has to think about the idea a lot, the text may have to be changed.


When an advertising copy is original, it has a double impact. Originality is important because in this way the message will be quickly and efficiently fixed in the memory of the receiver or user.

That is why advertising text uses slogans, which can be easily identified with a brand or product. The more original the slogan, the easier it is to remember and the more effective it will be.


An advertising text is not an isolated element within the advertising strategy of a brand or a specific product. Rather, it is an important part that reflects the principles, values ​​and characteristics of that product or brand.

Use of multiple resources

The advertising text makes use of multiple linguistic and literary resources, images or music. Among the literary resources, we can observe the use of jokes, metaphors, rhymes, puns, typical phrases, hyperbole (that is, exaggerations), among many others.


With this word we refer to the ability of the advertisement to generate emotions in the receiver, consumer or reader. Through this resource (neurology applied to sales) the public is persuaded to obtain the product, brand or service, and at the same time an emotional connection between the two is established. Advertising text characteristics types

Structure of the advertising text

An advertising text has a more or less specific structure. In other words, all print advertising notices have a similar organization, based on four elements: the headline, the image, the slogan or short text, and the text.


It is also called the headline, and it is a highly visible part of the ad that usually goes in the middle or at the top. The objective is twofold: capture the attention of the reader or consumer and identify the product or brand.

These headlines can be different: depending on the target audience, those who want to arouse the curiosity of the recipient, those who simply present the product, those who indicate a benefit or those who promise something with the product.


In the cases of print advertising, the advertising text carries a static image that aims to identify the product and attract attention. It is complementary to the text.


A slogan is a short phrase, often a word, that is easy to remember and associate with a particular product. It serves many purposes: advertising, religious or political propaganda, etc.

This key phrase works as a kind of verbal logo, describing or summarizing the entire product or brand. When successful, the slogan is etched in the memory of consumers and will almost always be associated with the brand, service or product.


Here the characteristics of the product, the benefits of using it, its content, etc. are explained in greater detail. But it is based on two fundamental principles, which are proximity to the receiver and the economy: it cannot be too long.

Types of advertising texts

According to the intention of the advertising text, there will be two main types, the narrative and the argumentative-descriptive.


When an advertising text is narrative, it is because it uses the story or stories to connect with the public. It is a resource widely used by many brands because through what they tell, consumers, users or recipients better remember what it is about, and more easily associate the product.


This type of advertising text exposes –argues or describes, as its name indicates– the brand, the service, the product in question. Explain the reasons why it is important or necessary, as well as its benefits, but always in an attractive way. Advertising text characteristics types

Examples of advertising texts

Television is an inexhaustible source of advertising texts, as it is a very effective means of communication to publicize, market and sell products.

Red bull

An example of advertising text could be that of Red Bull, whose slogan is simple and powerful: “Red Bull gives you wings” and television commercials are developed around this idea.

Yes we can

In the field of politics, we will give an example: that of the former president of the United States, Barack Obama, and his phrase: “Yes, we can”. A positive message about the possibility of changing things in society.

Universal Church Kingdom of God

Another example of advertising text, but from religion, would be that of the Universal Church of the Kingdom of God: “Stop suffering”, a phrase that has even become synonymous with the name of the Church itself.


Coca Cola, the world’s most famous soft drink brand, is well known for the way it makes its advertisements. He has used several slogans, including “The spark of life.”

With this phrase, he resorts to stories and stories to interact with the public and make them understand that a sip of his soda is just that, the spark of life, also alluding to the carbonic gas that the soft drink contains.

Just do it

Nike is another brand that has used different slogans on several occasions, such as “Find your greatness”, “Just do it” or “Play beautifully”, in the last World Cup.

How easy it is to be a good citizen

Finally, in Venezuela, during the 90s, a citizen awareness campaign was carried out, whose slogan was “How easy it is to be a good citizen”, carried out by a cultural foundation of a television channel with the intention of educating the population. Advertising text characteristics types

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