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COPYWRITING

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.

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COPYWRITING

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  1. COPYWRITING MCD 1073 PRINCIPLES OF ADVERTISING

  2. 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

  3. 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

  4. 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

  5. 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

  6. Alma Magazine-“Ignorance is Unacceptable”

  7. 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”

  8. 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

  9. HOW TO WRITE HEADLINES • 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

  10. Direct –Action Headline : How-to-Head

  11. Indirect –Action Headline : Association

  12. 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.”

  13. 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.”

  14. 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

  15. Body copy : Lead, close and call-to-action

  16. 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

  17. 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

  18. Poster and Outdoor : Product as hero

  19. 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

  20. TOOLS OF TELEVISION COPY • Video • Silent speech • Use of props like a play, television show or movie • Audio • Music • Voices • Sound effects

  21. 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 WRITING FOR THE WEB

  22. OTHER WEB FORMATS • Games • Pop-up windows • Forwarding e-mails i.e “Send-a-Kiss”

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