writing for print media


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writing for print media

  1. 1. Merwyn FernandesTYBMM- 01<br />Writing for Print Media<br />BODY COPY<br />BOXES AND PANELS<br />SLOGANS<br />Functions of Slogan<br />Jingles<br />
  2. 2. BODY COPY<br />Body copy carries the selling message.<br />No matter what style of copy you're writing, it should draw the reader from the headline and into the text.<br />The copy approach is the way the copy and its appeal are presented. <br />
  3. 3. Copy approaches<br />Copy approaches can be grouped into three categories:<br />Factual, direct or rational approach<br />Narrative approach story board<br />Projective or emotional approach<br />
  4. 4. Factual, direct or rational approach<br />Several ways to work out this approach<br /><ul><li>a. Direct selling information
  5. 5. b. Implied suggestion (“soft sell”)
  6. 6. c. Testimonial copy </li></li></ul><li>Body copy developed for the factual approach:<br /><ul><li>Amplification of headline in the lead (1st sentence (s) of body copy)</li></ul>Proof or evidence<br />Additional details<br />Closing<br />
  7. 7. Narrative approach story board<br />Several ways to work out this approach:<br />a. Descriptive or human interest story<br />b. “Slice of life”<br />c. Fictional testimony <br />d. Monologue or dialogue<br />e. Humor<br />
  8. 8. Body copy developed for the narrative approach:<br />Predicament<br />Transition to the product.<br />Happy ending<br />Closing (suggestion to the reader)<br />
  9. 9. Projective or emotional approach<br />This approach puts the reader realistically into the situation, involving him emotionally through a projected “factual story”<br />Eg. The emotional impact of this type is often felt in copy written about perfume.<br />
  10. 10. BOXES AND PANELS<br />Boxes and panels are great tools for the copywriter<br />A box is copy with a line around all four sides<br />A panel is an elongated box that runs the whole length or width of an ad.<br />Boxes are useful for framing information that the prospect must read.<br />
  11. 11. Tips for Body copy;<br />A writer must put conviction into their own copy.<br />Keep your copy user friendly.<br />Write for your audience-not yourself.<br />Never oversell in your body copy.<br />Keep your line of thought on track.<br />Address arguments before they arise.<br />
  12. 12. SLOGANS<br />A slogan is a small attractive phrase used in the ad to sum up the advertising message in a few words.<br />It should be so designed that it can be repeated , perhaps a year or years together. <br />Great slogans are like great ideas, they don't come overnight.<br />
  13. 13. Basis for writing a slogan: Techniques/factors<br />Slogan can be based on the Life of the company.<br />Slogans can be used to build Trust and confidence.<br />Slogans emphasizing International reputation of the product.<br />Slogans emphasizing the use of the product.<br />Slogans based on pride and possession.<br />
  14. 14. Functions of Slogan<br />Aid memory recall: It should be easy and pleasant to remember.<br />To describe the use of a product.<br />To stress market leadership<br />To emphasize international standards.<br />To suggest the product’s special advantage or unique benefit.<br />
  15. 15. Many slogans – also called theme lines or tag lines <br />Nike- Just do it!<br />Adidas- Impossible is nothing!<br />Castrol- Its not Just oil, Its liquid engineering.<br />ICICI BANK- Hum haina!<br />
  16. 16. Jingles<br />These are catchy little tunes<br />A jingle with its repeat phrases has a far higher recall value than the visuals do.<br />Jingle composing, singing and making it work is highly creative art. <br />Jingle composing involves co-ordination with client, composer, musician, recording studio, singer, voice over person and host of others.<br />