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Copywriting

Lecture 23

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RecapI. The InternetII. Internet AdvertisingIII. E-Mail AdvertisingIV. Alternative and New Media

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Chapter Outline

I. Chapter Key PointsII. Copywriting: The Language of AdvertisingIII. Copywriting for PrintIV. How to Write Radio CopyV. How to Write Television CopyVI. Writing for the WebVII. Copywriting in a Global Environment

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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

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The Language of Advertising

• Four types of ads in which words are crucial1. If the message is complicated2. If the ad is for a high-involvement product3. Information that needs definition and

explanation4. 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 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

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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

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Copywriting for Print

• 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

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How to Write Headlines

• 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

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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

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How to Write Other Display

Copy• 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

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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

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Print Media Requirements

• 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

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Print Media Requirements

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

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Print Media Requirements

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

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SummaryI. Chapter Key PointsII. Copywriting: The Language of

AdvertisingIII. Copywriting for Print

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Reference• Wells, W., Burnett, J. and Moriarty, S.

(2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND.