(I) Image thinking
Image thinking is also called artistic thinking. It is a way of thinking adopted by literary and artistic creation activities throughout the entire creative process (from observing life, selecting themes to shaping images).
The specific object of image thinking is mainly people, or direct human images, or natural people; the real subject of thinking is living and concrete life materials, scenes, and appearances, and the unique final role of thinking is played with the results of images. Marx pointed out long ago that the mastery of the world in the form of abstract thinking is different from the mastery of art in terms of methods.
In the process of image thinking, the thinking subject is always accompanied by strong emotional activities, which are constrained by rational activities. Without emotion, image thinking cannot be formed; and without rationality, literary and artistic works will become a pile of meaningless materials and an unlimited expression of emotions, and they cannot be called real works of art. The rational activities in image thinking are manifested in that the initial thinking materials are things that have been tested by reason, and after entering the image thinking, there is a concentrated summary of life facts by the thinking subject, and the final thinking results still have the characteristics of rational cognition.
(II) Logical thinking
Logical thinking is the process in which people use concepts, judgments, and reasoning to reflect reality in the process of cognition. For rational consumers, they will never buy things they don’t need for no reason. Copy planners must give them a sufficient reason.
Copywriting creativity should follow the rules of logical thinking. The specific requirements are as follows.
1. The concept should be clear
The concept is a form of thinking that reflects the essential attributes of objective things. The so-called essential attributes are the attributes that determine why the thing becomes what it is and distinguish it from other things.
The most direct role of concepts in copywriting creativity is to determine the positioning of the copywriting. Clear copywriting positioning can often be formed by using concepts. There are many examples of using concepts to obtain successful copywriting.
2. Judgment should be appropriate
Judgment is a form of thinking that determines things. Judgment reflects the relationship between concepts.
As for the creative writing, it is necessary to establish a logical relationship between concepts through the writing with strict logical language, so as to encourage consumers to form a favorable judgment on the company’s products.
3. Reasoning should be logical
Reasoning is a form of thinking that derives another new judgment based on one or several known judgments. To ensure that the reasoning can obtain the correct conclusion, two conditions must be met at the same time, namely: the premise must be true and the reasoning form must be logical.
The copywriting should be able to arouse the needs of users and hit the pain points, but if the product in the copywriting cannot be directly related to the user’s needs, it will cause greater mistakes, and the user will understand the product in a negative mood. Imagine how such a copywriting can attract users? It is impossible for such a copywriting to achieve marketing goals.
4. The argumentation should be persuasive
In the process of argumentation, we should be good at using the “law of sufficient reason”, which means that any judgment must have (sufficient) reasons. The formula is: [(p→q)∧p]→q, where p represents the proposition whose truth needs to be confirmed, called the assertion; q represents the proposition (or a group of propositions) used to determine whether p is true, called the reason or basis; ∧ is a logical symbol, such as a∧b is read as “a and b”, and the event will only occur when a and b exist at the same time, and both must exist. Therefore, the above formula means that a proposition p is determined to be true because q is true, and p can be deduced to be true from q being true. Here, q is the sufficient reason for p. From such a logical structure, it can be seen that its logical requirements mainly have two aspects: one is that the reason must be true; the other is that there must be a logical relationship between the reason and the inference, and the assertion to be confirmed should be deduced from the reason. In fact, for consumers, the so-called “argumentation process” is the process in which the company’s products play their functions. If the quality of a company’s products is unreliable, then the company will definitely fail in this argumentation process. This is the logic of the market.