The Mountain Creative Proposal | Advertising Copywriting and Art Direction Project
COPYWRITING STYLES IN ADVERTISING (5)
Transcript of COPYWRITING STYLES IN ADVERTISING (5)
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COPYWRITING STYLES
IN ADVERTISING
BY NISHAM
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Descriptive Copy
• This type of copy describes the important and relevant characteristics
• This kind of ad showcases features of the product.
• It is very simple and of non-technical nature.
• It does not have any specialty which can attract the attention of the target
consumers or may compel them to read it.
• It is very much similar to a press account or news item simply giving relevant
information to the public without any stylish touch
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• The copy uses direct active sentence. There are short and pithy sentences.
• Most importantly they seems to be like a commonplace announcement.
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Scientific Copy
• Such types of copies are technical in nature
• These kind of ads generally used by drugs and pharmaceutical firms
elaborating the propositions of properties and constituents of the product.
• This type of copy is usually meant for professional or for those who are
really interested in such types of information.
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Colloquial copy or Conversational Copy
• The colloquial copy presents the message in the way of conversation.
• It uses an informal language and conversation takes place in terms of ‘I’ and
‘You’ with personal reference to reader and the advertiser.
• In such copy the style is one of a personal talk or one of an eyewitness
account.
• Some of the informal statements can even become a dialogue. In many TV
advertisements, we find the colloquial copy.
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Humorous Copy
• It exploits the sense of humor of the people.
• It turns the reader laughter.
• All examples and statements in such copy are fully to make the reader smile.
• These Ads narrate the message in more humorous way to gain attention on
masses
• Humor has been heavily used in advertising-especially in TV commercials.
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Narrative Copy
• In such copy of ads there will be a fictional story narrated.
• The benefits of the product emerge from the story.
• Maybe, the narrative is humorous. Or else, it has strong appeal. It should
make an imprint on our memory.