Advertising copy

Ad - Copy
• An ad-copy or advertisement copy is a creative
piece of writing comprising of some unique
elements, intended to feature in a particular
medium.
• An ad copy consists of headline, sub – heads,
captions etc.
 Characterstics of and Ad - Copy
• Brevity - a brief copy has more chances of attracting
people at large.
• Clarity – an ad -copy should be self explanatory.
• Interesting
• Sincerity – avoid vague generalisation or vague
opinions. Add one or two illustrations.
• Personal
• Convincing – a copy must provide info to create a
desire in the minds of the reader and then a conviction
to possess the product. Persuasion is important.
 Types of ad - copy
• Scientific copy – prepared for technical
products such as computers, machinaries.
Generally describes the features, advantages,
uses and content of the product.
• This copy is written for an audience, who is
presumed to be having technical knowledge.
• Descriptive Copy – written in simple and
straight forward language.
• Narrative copy – this takes the form of a
fiction.
• Topical copy – copy establishes a connection
between the product and the copy. Eg: every
student who passes in exam has a Finegrip
pen with them.
• Personality copy – the statements are made by a
personality.
• Colloquial copy – uses a generally spoken
language to convey the message
• Reasoning copy – gives a reason to use the
product.
• Questioning copy – put a question to the reader
or the audience.
• Prestige copy – the position and prestige of the
consumer is emphasised.
 Headline
• A headline is a word or phrase printed in large
letters above the advertising message.
 Types of headlines
• The News Headline
– If the product or service offers something
newsworthy
– “announcing – the new bald cure”
– Dhathri Hair Care
• The guarantee headline
– These state a desirable benefit and guarantee
results or other benefits.
– “ pizza delivery within 30 minutes, if not delivered
cost free guaranteed”
• The how headline
– “ How to win friends and influence people”
• The benefit Headline
– “ Colgate plax – cleans your breath in just 1
minute”
• The Question Headline
– “ Do you make these mistakes in English? Then
join our spoken English class”
• The Reason Why Headline
– “3 reasons why you should buy Fair and lovely
even for men”
• The Testimonial headline
– Uses a consumer in the headline
– “ How I earned Rs. 10,000 in a week”
• The command headline
– “ stop baldness before your head looks like a
bowling ball”
• Direct
– “ Head and Shoulders shampoo gets rid of
dandruff”
• Indirect headline
– Using of creative headlines
– “Fresh Bait Works Best” can be an article on how
to train new employees.