Advertising copy: what it is, main features, types, structure and more


What is an advertising text?

Advertising texts consist of texts that have the purpose of convincing the reader to perform a certain action or make a decision that the author or planner has previously formulated, so the text and its components guide the reader in this process.

What is an advertising text

One of the most frequent texts of this type are those that encourage a specific audience to make a purchase of a certain brand or acquire a particular service, although it is possible that other advertising texts seek to convince the reader to carry out other activities such as filling out forms, joining a cause, among others.

Main characteristics of advertising texts

It is time to see some of the most important characteristics of this type of texts that allow us to identify them from other modalities within the world of non-literary texts. Thus, we have the following features:

Accompanying images

One of the most important features of this type of text is that it is accompanied by other visual resources, specifically images. Images and the use of color in advertising texts is a determining factor to capture the reader’s attention and, to this extent, to present the text with which the reader is to be convinced.

Search for originality

According to the intention of the advertising text, these must be original and innovative, an aspect that can only be achieved when original ideas are used that capture the reader’s attention and also allow it to remain in his memory. That is why trying to surprise the reader is always a plus to stand out from the rest.

Clarity of information

For the writer of the advertising text, it is essential that the message sent be unequivocal following the main intention on which the reader is to be oriented, which is why advertising texts must convey the content with complete clarity in the range of space determined for it.

Importance of synthesis

The more synthesized the advertising text is, the better. It is necessary to start from the idea that the message to be sent must surprise but also remain in the reader’s mind, which is why making it as short and precise as possible will be key to achieve the objective. Although there is no specific length, the truth is that it is often a type of text that has very little space for its writing.

Frequent uses

Although there are many possibilities for this type of text, most of the time they are texts that seek to sell a specific product or service. The intention is to achieve an action, which is why the uses may vary frequently. There are also other actions such as joining a specific cause, supporting a foundation, among others.

Types of advertising text

In this type of texts we find two main modalities. On the one hand, there are argumentative advertising texts, and on the other, narrative advertising texts. Let’s see what each of them consists of:


In this first type of advertising text we find a text in which the author writes a series of argued aspects that can be rational or not, and that leads to convince the reader to perform a certain action. Thus, if the aim is to make the reader buy a specific product, the text mentions the reasons why he/she should buy it, its properties, usefulness, etc.


On the other hand, there is this other type of text that relies on the literary genre of narrative. In this sense, it uses part of its properties in order to acquire a character more inclined towards the emotional aspect of the reader through the presentation of the brand with a story. This type of text tends to be engaging and efficient for the audience.

Structure of the advertising text

Although we have mentioned that uses and formats can easily change, since they adapt to different needs, it is possible to identify a more or less specific structure in which this type of texts are developed. Thus, we have the following elements:

Headline or heading

This is perhaps one of the most important parts of the advertising text, since it is one of the most visible parts of the advertisement or text located in the upper zone. It fulfills two objectives: on the one hand, to catch the reader’s attention and, on the other hand, to identify in a direct and clear way the product offered or the brand on which the advertisement is based.

The headline can be made according to the target audience, according to it will use the terms that arouse the interest of the person receiving the message, or indicating its benefits, solving a specific need, among other objectives.


Especially when it comes to print advertising, the advertising text is accompanied by a static image through which the product is identified and, in fact, strengthens the process to capture the reader’s attention. This image is used as a complementary resource with respect to the text.


It is a short phrase, as short as using a single term sometimes, which is very easy to remember and is associated with a particular product or service, increases the chances of remaining in the reader’s memory. The slogan is often used for different purposes, such as religious or political propaganda, advertisement, etc. It functions as a logo in text that summarizes the product or brand.

Keys to write an advertising copy

Text space

On this side we have a space in which a series of characteristics related to a product or service are explained in depth. Within this development we usually include aspects such as, for example, information about the content, the benefits of acquiring it, the properties that stand out, among others. It is a short and concise text.

Keys to write an advertising copy

We conclude this section on one of the most important types of non-literary text, being one of the most modified and changed throughout its history. That is why here we gather the most important keys to write an advertising text that should be taken into account in the process. These are:

Definition and study of the target audience

We must know where we are going and know it very well, so the first step is to segment the market, that is, to define the type of audience we are targeting and thus identify a number of characteristics to which we aim in the process to establish the right ideas.

This study of the target audience will allow us, among other things, to identify several key aspects, such as their preferences, consumption habits with respect to a product or service if it is the case, the type of language so that we can achieve the identification, their needs, among others.

Establish the objective

Now, knowing the reason for the development of the advertising text allows us to trace the path according to the intention and the approach we have made to the target audience. The objectives can easily vary, since it can be to increase brand recognition, promote commercial ties, increase the demand for a service or product, etc.

Show credibility

A fundamental point to achieve the impact on the reader is to do it through a completely credible message that, in addition to gaining the reader’s credibility, manages to persuade him/her from the message sent. That is why in the creation of an advertising text it is very important that the ideas used, as well as the adjectives used in the definition of the service or product, or simply in the distinction of the benefit, are credible.

Short and substantial ideas

One of the main powers and at the same time challenges of this type of text has to do with the length of the ideas, according to the advertising campaign, which are used to achieve the objective with the user or reader. The ideal is that through a short and substantial message, we achieve the intention of persuading the consumer. A short and to the point idea is more likely to lodge in the memory and convince the consumer.

Connection with emotions

One of the key points for this type of text to be efficient, especially when it comes to selling a product, is linked to the way it is able to connect with the reader’s or consumer’s emotions, if you will. In this way, words that create images in the reader’s mind have the potential to later become feelings that people associate with brands or the product, which allows for better persuasion.

If you want to know other types of non-literary texts or other modalities in which it is possible to identify texts to continue learning, remember that in our literature section you can find a lot of information to continue learning about this artistic field.