Transcript Lecture 23x
Copywriting Muhammad Waqas Lecture 23 Recap Muhammad Waqas I. II. III. IV. The Internet Internet Advertising E-Mail Advertising Alternative and New Media Muhammad Waqas Chapter Outline I. II. III. IV. V. VI. VII. 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 Muhammad Waqas 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 Copywriting: The Language of Advertising • Four types of ads in which words are crucial 1. 2. 3. 4. • Copywriter – Muhammad Waqas 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 The person who shapes and sculpts the words in an ad Advertising Writing Style Muhammad Waqas • 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 • 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 Muhammad Waqas • Adese – Formulaic advertising copy – Brag-and-boast copy Copywriting for Print • Display copy – Elements readers see in their initial scanning • Body copy Muhammad Waqas – 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 How to Write Headlines Muhammad Waqas • 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 Muhammad Waqas Muhammad Waqas Muhammad Waqas 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 Muhammad Waqas • Taglines – Short, catchy, memorable phrases used at the end of an ad to complete the creative idea How to Write Other Display Copy • Slogans Muhammad Waqas – 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 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 Muhammad Waqas • Closing paragraph – Refers back to the creative concept and wraps up the Big Idea – Call to action Print Media Requirements Muhammad Waqas • 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 Muhammad Waqas 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 Muhammad Waqas 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 Summary Muhammad Waqas I. Chapter Key Points II. Copywriting: The Language of Advertising III. Copywriting for Print Reference Muhammad Waqas • Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, PrenticeHall, New Delhi, ND.