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Recap Chapter Key Points Copywriting: The Language of Advertising
Copywriting for Print
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 difficult Theater of the mind The story is visualized in the listener’s imagination
How to Write Radio Copy Voice Music Sound effects Radio Guidelines
Keep it personal Speak to listener’s interests Wake up the inattentive Make it memorable Include call to action Create image transfer
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
Tools of Television Copywriting
Video Audio Voice-over Off camera Other TV Tools The copywriter must describe all of these in the TV script Talent Announcers Spokespersons Character types Celebrities
Planning the TV Commercial
What’s the Big Idea What’s the benefit How can you turn that benefit into a visual element Gain the viewer’s interest Focus on a key visual Be single minded Observe rules of good editing Try to show the product
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
Scripts and Storyboards
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
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
Writing for the Web Web ads Other Web formats
Create awareness and interest in a product and build a brand image Focus on maintaining interest Other Web formats Games Pop-up windows Daughter windows Side frames
Copywriting in a Global Environment
Language affects the creation of the advertising 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
Summary How to Write Radio Copy How to Write Television Copy
Writing for the Web Copywriting in a Global Environment
Reference Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND.
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