Copywriting by lonyoo

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Part 4: Effective Advertising Messages
               Chapter 13
              Chapter Outline
I.     Chapter Key Points
II.    Copywriting: The Language of Advertising
III.   Copywriting for Print
IV.    How to Write Radio Copy
V.     How to Write Television Copy
VI.    Writing for the Web
VII.   Copywriting in a Global Environment

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                Key Points
• Explain the basic style used for advertising
• Describe the various elements of a print ad
• Explain the message characteristics and tools
  of radio advertising
• Discuss the major elements of television
• Discuss how Web advertising is written
                                              13 - 3
         The Language of Advertising
•    Four types of ads in which words are crucial
    1.   If the message is complicated
    2.   If the ad is for a high-involvement product
    3.   Information that needs definition and explanation
    4.   If a message tries to convey abstract qualities
•    Copywriter
    –    The person who shapes and sculpts the words in
         an ad

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

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      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

                                                             13 - 6
         Copywriting for Print
• Display copy                      The Headline
  – Elements readers see in   • Key element in print
    their initial scanning      advertising
• Body copy                   • Conveys the main
  – Elements that are           message
    designed to be read and
    absorbed                  • Works with the visual to
                                get attention and
                                communicate creative

                                                     13 - 7
       How to Write Headlines
• A good headline will      • The headline must
  attract those who are       identify the product and
  prospects                   brand, and start the sale
• The headline must work    • The headline should
  in combination with the     lead readers into the
  visual to stop and grab     body copy
  the reader’s attention       – Direct-action headlines
                               – Indirect-action headlines

                                                       13 - 8
 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
                                                    13 - 9
 How to Write Other Display Copy
• Slogans                           Slogan Techniques
  – Repeated from ad to ad     •   Direct address
    as part of a campaign or
    long-term brand identity
                               •   A startling or
    effort                         unexpected phrase
  – Can also be used as        •   Rhyme, rhythm,
    taglines                       alliteration
                               •   Parallel construction
                               •   Cue for the product
                               •   Music
                                                           13 - 10
      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
• Closing paragraph
  – Refers back to the creative concept and wraps up the Big
  – Call to action

                                                             13 - 11
     Print Media Requirements
• All media in the print            Newspapers
  category all use the       • Copy does not have to
  same copy elements           work as hard to catch
• The way these elements       audience’s attention
  are used varies with the   • Straightforward and
  objective for using the      informative
  medium                     • Writing is brief

                                                  13 - 12
     Print Media Requirements
       Magazines                  Directories
• Better quality ad       • Use a headline that
  production                focuses on the service or
• Ads can be more           store’s personality
  informative and carry   • Little space for
  longer copy               explanations

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

                                                 13 - 14
     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
• Theater of the mind
  – The story is visualized in the listener’s imagination

                                                     13 - 15
     How to Write Radio Copy
• Voice                 Radio Guidelines
• Music           •   Keep it personal
• Sound effects   •   Speak to listener’s
                  •   Wake up the
                  •   Make it memorable
                  •   Include call to action
                  •   Create image transfer

                                           13 - 16
  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 - 17
    Tools of Television Copywriting
•   Video                                 Talent
•   Audio                      •   Announcers
•   Voice-over                 •   Spokespersons
•   Off camera                 •   Character types
•   Other TV Tools             •   Celebrities
•   The copywriter must
    describe all of these in
    the TV script

                                                     13 - 18
   Planning the TV Commercial
• What’s the Big Idea
• What’s the benefit
• How can you turn that benefit into a visual
• 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
      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 - 21
         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
            Writing for the Web
• Web ads                       • Other Web formats
  – Create awareness and          –   Games
    interest in a product and     –   Pop-up windows
    build a brand image           –   Daughter windows
  – Focus on maintaining          –   Side frames

                                                         13 - 23
        Copywriting in a Global
• Language affects the creation of the
• 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

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