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Copywriting

Copywriting. Lecture 23. Recap. The Internet Internet Advertising E-Mail Advertising Alternative and New Media. Chapter Outline. 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

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Copywriting

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  1. Copywriting Lecture 23

  2. Recap • The Internet • Internet Advertising • E-Mail Advertising • Alternative and New Media

  3. Chapter Outline • 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

  4. 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

  5. Copywriting: The Language of Advertising • Four types of ads in which words are crucial • 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 • Copywriter • The person who shapes and sculpts the words in an ad

  6. Copy should be as simple as possible Should have a clear focus and try to convey only one selling point Every word counts; 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 Advertising Writing Style

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

  8. 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 Copywriting for Print

  9. 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, and start the sale The headline should lead readers into the body copy Direct-action headlines Indirect-action headlines How to Write Headlines

  10. 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, memorable phrases used at the end of an ad to complete the creative idea

  11. 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, rhythm, alliteration Parallel construction Cue for the product Music How to Write Other Display Copy

  12. 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. 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 Print Media Requirements

  14. 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 Print Media Requirements

  15. 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 Print Media Requirements

  16. Summary • Chapter Key Points • Copywriting: The Language of Advertising • Copywriting for Print

  17. Reference • Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND.

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