copy writing
TRANSCRIPT
• The language of advertising• Copywriting for print• Radio copywriting
• Television copywriting• Writing for the Web
Outline
• The idea behind a creative concept in advertising is usually expressed in an attention-getting and memorable phrase
Copywriting: The Language of Advertising
• Five types of ads in which words are crucial:1. When the message is complicated
• Words can be more specific than visuals;• Can be read over and over until meaning
is clear1. When the ad is for a high involvement
product• Consumer spends a lot of time
considering the product or service1. When information needs definition and
explanation• i.e. Nokia wireless network
Copywriting: The Language of Advertising
• Five types of ads in which words are crucial:4. When a message tries to convey abstract
qualities• Emotions, Hallmark cards
5. When there is a need to lock in key phrases (slogans, jingles) that cue a brand image or remind consumers of a brand feature
Copywriting: The Language of Advertising
• The person who shapes and sculpts the words in an advertisement.
• Copy: the text of an ad or the words people say in a commercial
• “Students of Words”– Know meanings as well as derivations
The Copywriter
• Characteristics of good ad writing:– Succinct and single-minded (one selling point)
– As simple as possible
– Tight
• Practical tips for writing effective copy– Be succinct
– Be specific
– Get personal
– Keep a single focus
– Be conversational
– Be original
– Use variety
Advertising Style
• Print ads are created in two pieces: a copy sheet and a layout
• Copy elements– Two categories of copy in print
advertising
• Display copy: headlines, subheads, call-outs, taglines, slogans, calls to action
• Body copy: text, ad message, captions
Copywriting for Print
• Most common tools in the copywriter’s toolkit:– Headline
– Overlines and underlines
– Body copy
– Subheads
– Call-outs
– Captions
– Taglines
– Slogans
– Call to action
The Copywriter’s Toolkit
Table 12.1, p 335
• Headline works with the visual to get attention and communicate the creative concept
• The key element in print advertising– Conveys the main message
– Most widely read part of the ad
• Should be understood at a glance and convey exactly the right idea
How to Write Headlines
Tips for Award-winning headlines
• Two general categories of headlines– Direct headlines: straightforward
and informative– Indirect headlines: don’t provide as
much information but may be better at drawing the reader to the message
How to Write Headlines
• Direct action– Assertion: a headline that states a claim or a
promise that will motivate someone to try the product
– Command: politely tells the reader to do something
– How-to-heads: people are rewarded for investigating a product when the message tells them how to use it or how to solve a problem
Direct and Indirect Headlines
• Indirect headlines– Puzzles: ambiguous statements
or questions require the reader to examine the body copy to get the answer or explanation
– Associations: use image and lifestyle to get attention and build interest
Direct and Indirect Headlines
• Captions – Second highest readership (after
headlines)
– Captions explain what is happening in photos
• Subheads– Sectional headlines used to break up
copy and lure the reader into body copy
How to Write Other Display Copy
• Taglines: short, catchy phrases at the end of an ad used to complete or wrap up an idea
• Slogans: repeated from ad to ad as part of a campaign or a long-term brand identity effort– Use a startling or unexpected phrase, use
rhyme, rhythm, or alliteration, use parallel construction
How to Write Other Display Copy
Writing for the Web
• Web writer is challenged to attract people to the site and to manage a dialogue-based communication experience
• The rules are still being written• Challenge for Web advertisers
– Understand the user’s situation
– Design messages that fit the user’s needs
Tips for Writing for the Web
• Banners– Small box ads with text, images,
and animation
– Key to stopping surfers is vivid graphics and clever phrases
Tips for Writing for the Web
• Copywriter might consider:– Offering a deal promising a discount or
freebie– Using involvement devices such as a
challenge or contest– Changing the offer frequently, perhaps
daily
– Keeping the writing succinct