Download copywriting mcd 1073 principles of advertising

COPYWRITING
MCD 1073 PRINCIPLES OF ADVERTISING
COPYWRITING: THE LANGUAGE OF
ADVERTISING
• Words + picture = creative concept
• Expressed in an attention-getting and
memorable phrase
• Finding the magic word is a job for
copywriters
COPYWRITING: THE LANGUAGE OF
ADVERTISING
• Four types of advertisements where words
are crucial
- Message is complicated, words are specific
- High involvement product
- Information that needs definition and
explanation
- Message tries to convey abstract qualities
THE COPYWRITER
• Shapes and sculpts words in an advertisement
• Copy- text in ad, words
• Copywriters work in teams with art directors to
design the way the ad will look
ADVERTISING WRITING STYLE
• Must win audience
• K.I.S.S.
• Copywriters revise copy to make it as
concise as possible
• Writes the way an audience thinks and talks
Alma Magazine“Ignorance is
Unacceptable”
ADVERTISING WRITING STYLE
• Tone of voice
- Writing as if it was to someone in that fits the
audience profile
• Grammar
- Looks into niceties, syntax, spelling, create an
effect
• Adese
- Cliched that advertisers use it for
effectiveness i.e “Buy & save”
- Brag-and-boast or pompous tone ; “we know
better”
COPYWRITING FOR PRINT
• Created in a copy sheet and a layout
• Display copy – elements that readers see in
their initial scanning i.e. headlines, taglines,
slogans etc
• Body copy to stop the viewer’s scanning :
designed to be read and absorbed
HOW TO WRITE HEADLINES
•
•
•
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Lures reader to get the point of an ad
Good headlines attract prospects
Must work in combination with visuals
Leads readers into body copy
- Direct action headlines: assertion,
command,how-to-heads, news
- Indirect headlines: puzzles, association
Direct –Action
Headline :
How-to-Head
Indirect –Action Headline : Association
OTHER DISPLAY COPY
• Captions/subhead : explanation of headline
“The plan that got everyone talking”
• Taglines: short, catchy and memorable
phrases, “ Simply irritwistable!”, “Lurve
clicks”
• Slogans: repeated from ad to ad to
incorporate an identity, Pizza Hut’s “Makin’ It
Great.”
OTHER DISPLAY COPY
• Direct address; “ Your friend in motoring”
• A startling or unexpected phrase, “Fuiyohh!”
• Rhyme, Rhythm and Alliteration; “Shake and Bake”,
“Good Times, Great Taste”
• Parallel construction, “ Your Glory is Our Story”
• Cue for the product , “ Good till the last drop.”
BODY COPY
• Text of ad to maintain interest of reader
• Develops message, states argument,
summarizes proof and explanation
• Usually two paragraphs of the lead and the
close
• Last paragraph is call to action
Body copy :
Lead, close and
call-to-action
PRINT MEDIA REQUIREMENTS
• Newspapers
- Editorial of newspapers is serious, copy is
straightforward and informative
• Magazines
- Special interest of readers, longer copy
• Directories
- Contains contact details with no complex
information
PRINT MEDIA REQUIREMENTS
• Posters and Outdoor Advertising
- Primarily visual with one line as both headline
and product identification
• Product Literature
- Heavy copy format, usually in pamphlets or
brochures
Poster and Outdoor :
Product as hero
RADIO COPY
• Short length means commercial is simple
enough to grasp and intriguing enough not
to change the channel
• Transitory medium does not allow facts to
remembered easily
• Called theatre of the mind, visualized by
listeners
- Voice
- Music
- Sound Effects
TOOLS OF TELEVISION COPY
• Video
- Silent speech
- Use of props like a play, television show or
movie
• Audio
- Music
- Voices
- Sound effects
WRITING FOR THE WEB
• Most common form of online advertising is
banners containing text, images and animation
• To attract an internet surfer, copywriter must
-
Offer a deal
Use an involvement device (challenge, contest)
Keeping the writing succinct
Focusing the surfer’s attention
Using advertisement to solicit info and opinions
as part of research
OTHER WEB FORMATS
• Games
• Pop-up windows
• Forwarding e-mails i.e “Send-a-Kiss”