MODULE Outline
I. II. III. IV. V. VI. VII. Chapter Key Points Copywriting: The Language of Advertising Copywriting for Print How to Write Radio Copy How to Write Television Copy Writing for the Web Copywriting in a Global Environment

Key Points • Explain the basic style used for advertising copy • Describe the various elements of a print ad • Explain the message characteristics and tools of radio advertising • Discuss the major elements of television commercials • Discuss how Web advertising is written 13 .3 .

Copywriting: The Language of Advertising • Four types of ads in which words are crucial 1. If the message is complicated If the ad is for a high-involvement product Information that needs definition and explanation If a message tries to convey abstract qualities The person who shapes and sculpts the words in an ad 13 .4 • Copywriter – . 4. 2. 3.

space and time are expensive • • • • • • • • • Practical Tips Be succinct Be single-minded Be specific Get personal Keep a single focus Be controversial Be original Use variety Use imaginative description 13 .Advertising Writing Style • Copy should be as simple as possible • Should have a clear focus and try to convey only one selling point • Every word counts.5 .

syntax. copywriters write to the target audience as if they were in a conversation • Grammar – Copywriters must know the rules of grammar.6 . though they will play with a word or phrase to create an effect • Adese – Formulaic advertising copy – Brag-and-boast copy 13 . and spelling.Advertising Writing Style • Tone of voice – To develop the right tone of voice.

Copywriting for Print • Display copy – Elements readers see in their initial scanning • Body copy – Elements that are designed to be read and absorbed The Headline • Key element in print advertising • Conveys the main message • Works with the visual to get attention and communicate creative concept 13 .7 .

8 . and start the sale • The headline should lead readers into the body copy – Direct-action headlines – Indirect-action headlines 13 .How to Write Headlines • A good headline will attract those who are prospects • The headline must work in combination with the visual to stop and grab the reader’s attention • The headline must identify the product and brand.

memorable phrases used at the end of an ad to complete the creative idea 13 .9 .How to Write Other Display Copy • Captions – Have the second-highest readership and serve an information function • Subheads – Sectional headlines used to break up a large block of copy • Taglines – Short. catchy.

rhythm.10 .How to Write Other Display Copy • Slogans – Repeated from ad to ad as part of a campaign or long-term brand identity effort – Can also be used as taglines • • • • • • Slogan Techniques Direct address A startling or unexpected phrase Rhyme. alliteration Parallel construction Cue for the product Music 13 .

11 .How to Write Body Copy • Body copy – The text of the ad – Primary role is to maintain the interest of the reader • Lead paragraph – The first paragraph of the body copy – Where people test the message and see if they want to read it • Closing paragraph – Refers back to the creative concept and wraps up the Big Idea – Call to action 13 .

Print Media Requirements • All media in the print category all use the same copy elements • The way these elements are used varies with the objective for using the medium Newspapers • Copy does not have to work as hard to catch audience’s attention • Straightforward and informative • Writing is brief 13 .12 .

13 .Print Media Requirements Magazines • Better quality ad production • Ads can be more informative and carry longer copy Directories • Use a headline that focuses on the service or store’s personality • Little space for explanations 13 .

14 .Print Media Requirements Posters and Outdoor • Primarily visual • Words try to catch the consumer’s attention and lock in ideas • An effective poster marries words with visuals Product Literature • Also called collateral • Used in support of an ad campaign • Typically a heavy copy format 13 .

How to Write Radio Copy • Must be simple enough for consumers to grasp. but intriguing enough to prevent them from switching the station • Ability of the listener to remember facts is difficult • Theater of the mind – The story is visualized in the listener’s imagination 13 .15 .

How to Write Radio Copy • Voice • Music • Sound effects • • • • • • Radio Guidelines Keep it personal Speak to listener’s interests Wake up the inattentive Make it memorable Include call to action Create image transfer 13 .16 .

17 .How to Write Television Copy • Moving action makes television so much more engaging than print • The challenge is to fuse the images with the words to present a creative concept and a story • Storytelling is one way copywriters can present action in a television commercial more powerfully than in other media 13 .

18 .Tools of Television Copywriting • • • • • • Video Audio Voice-over Off camera Other TV Tools The copywriter must describe all of these in the TV script • • • • Talent Announcers Spokespersons Character types Celebrities 13 .

Planning the TV Commercial • What’s the Big Idea • What’s the benefit • How can you turn that benefit into a visual element • Gain the viewer’s interest • Focus on a key visual • Be single minded • Observe rules of good editing • Try to show the product 13 .19 .

Planning the TV Commercial • Copywriters must plan – – – – Length of the commercial Shots in each scene Key visual Where and how to shoot the commercial • Scenes – Segments of action that occur in a single location • Key frames – The visual that sticks in one’s mind 13 .20 .

21 .Scripts and Storyboards • Script – The written version of the commercial’s plan – Prepared by the copywriter • Storyboard – The visual plan or layout of the commercial – Prepared by the art director 13 .

Writing for the Web • More interactive than any other mass medium • Copywriter challenged to attract people to the site and manage a dialogue-based communication experience • Banners – Most common form of online advertising 13 .22 .

23 .Writing for the Web • Web ads – Create awareness and interest in a product and build a brand image – Focus on maintaining interest • Other Web formats – – – – Games Pop-up windows Daughter windows Side frames 13 .

Copywriting in a Global Environment • Language affects the creation of the advertising • Standardizing copy content by translating the appeal into the language of the foreign market is dangerous • Use bilingual copywriters who can capture the essence of the message in the second language – Back translation 13 .24 .

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