1. 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

2. 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

3. 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

4. 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

5. 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

6. 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

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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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