Study On Durex Weibo Poster Copywriting

In recent years,due to its distinctive features,Durex microblogging poster public relations copywriters have been highly concerned by the industry and netizens.In particular,the copy of the microblogging posters that they spread through the occasion has been relished by the public and greatly improved the brand of Du Leisi.The popularity and reputation have achieved good communication results.In order to summarize the laws that Durex deserves to learn in the creation of Weibo poster copywriting,this article collected a copy of the 431 posters published by Durex official Weibo from January 2015 to September 2017 as research samples.Using content analysis method,induction method,and exemplar method,the paper analyzes the content,language features,and creative methods of the sample texts,and analyzes the effect of the communication by combining questionnaires and other methods.The analysis found that the contents of Durex's microblog poster copy mostly focused on aesthetic and romantic scenes of sexual romance,humorous life,and love.The product information in the copy was less exposed.According to the differences in language style,it can be divided into three categories:Humorous copywriting,Plain copywriting,and Lyrical copywriting.Durex microblogging poster copy has the following features in terms of writing characteristics:Firstly,description is mainly used in the expression mode,and the highest frequency of use is in scenes,actions,and psychological description.Second,in terms of rhetorical devices,the use of various rhetorical devices such as pun,duality,and borrowing has enabled the copywriters to create artistic effects that are subtle,timeless,lingering and imaginative.Thirdly,the sentence pattern is mainly short sentences,combined with the oral expression,making the copybooks catchy and easy to understand.Fourth,there are many declarative sentences in sentence patterns,and the rich changes in imperative sentences,exclamatory sentences,and interrogative sentence patterns enhance the change of language style,or be rational and objective,or enthusiastic and lively,or easy to humor.Fifth,there is a phenomenon of alleged migration in personal pronouns.From the point of view of creation and communication,Durex microblogging poster copy follows the reading habits of the audience,adopts different language expressions according to different cultural backgrounds at home and abroad,pays attention to the coherence and continuity of expressions in similar cases,and uses rich and colorful meanings.The creative methods such as homomorphism and Duanzi style,using personalized positioning to reach the audience,quickly and accurately borrowing eyeballs and scenes,implanting and binding audience brand memory,and other creative communication strategies to achieve better dissemination of advertising works and brand information.In the dissemination effect,the empirical investigation found that Durex microblogging poster copy has higher media dissemination value and is strongly related to Durex brand publicity;the evaluation results of five aspects of audience acceptance result are:good contact effect,general memory effect,degree of understanding Low,positive and positive attitude,good behavior.The audience is looking forward to concealing the cautionary and easy-going sexual health brand communication copy.Based on the survey results and content analysis,the potential problems with Durex's copy are pointed out:the user's lack of attention to the product's attention,the one-sided relational "sexual" over-interpretation of the idiom idioms,the lack of judgment behind the netizens' carnival and follow-up,and the difficulty in inspiring users because of their higher requirement.In response to the hidden dangers,it put forward practical suggestions such as using multiple rational appeals to strengthen product core appeals,taking advantage of related product features,using caution to misinterpret and standardize the use of Chinese characters,conveying brand positive marketing attitudes,and making continuous efforts to create topics.