Chapter 13 Copywriting: The Language of Advertising Four types of ads in which words are crucial 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 Copywriter The person who shapes and sculpts the words in an ad

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 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 (intensionally incorrect) Adese Formulaic advertising copy Brag-and-boast copy

Copywriting for Print Headline Overlines and Underlines Display copy Key element in print ads that conveys the main message Overlines and Underlines Lead into or follow thought of a headline Display copy Elements readers see in their initial scanning Body copy Elements that are designed to be read and absorbed Subheads Sectional headlines used to break up a large block of copy

Copywriting for Print Captions Call-Outs Taglines Slogans Have the second-highest readership and serve an information function Call-Outs Floating text with arrows or lines pointing to reference Taglines Short, catchy phrases used to complete an ad Slogans Motto for a campaign—provide continuity & memorability Call to Action Response information

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 / brand, and start the sale The headline should lead readers into the body copy Works with the visual to get attention and communicate creative concept

How to Write Copy Slogan Techniques Direct address A startling or unexpected phrase Rhyme, rhythm, alliteration Parallel construction Cue for the product Music

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

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

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

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 Include, 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 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