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Writing Advertising Copy<br /> !<br />
Key Element of All Ads?<br />Appeal.<br />
Pathos---emotional appeal<br />     This type of ad suggests that the receiver can benefit—become happier, healthier, sexi...
Ethos—appeal to what is right<br />
Logos—appeal to reason<br />
Identify the rhetorical appeal:<br />
Identify the rhetorical appeal:<br />
Identify the rhetorical appeal:<br />
Identify the rhetorical appeal:<br />
Identify the rhetorical appeal:<br />
Positioning<br />An attempt to carve out a special niche for the advertiser in the minds of the public.<br />
Identify the positioning of the following ad:<br />
Identify the positioning of the following ad:<br />
Identify the positioning of the following ad:<br />
Slogans Matter<br />I can’t believe I ate the whole thing!<br />M’m! M’m! Good!<br />A diamond is forever.<br />Breakfast ...
Branding<br />Branding is an effort to create instant identification of the organization and association with what it does...
Behavior<br />    Understanding what people think and do in different parts of society is critical to developing credible ...
Good advertising copy is a complex blend of information (facts) and appeal (emotion)<br />
Basic Guidelines for Writing Advertising Copy<br />Purpose<br />Objective Facts<br />The Publics<br />Media<br />The Creat...
Purpose<br />A clear understanding of what you want to accomplish<br />
Objective Facts<br />     Know the pertinent facts about the product and its opposition<br />
The Publics<br />Wants, Needs and Values<br />
Media—know the requirements<br />
Previous Information Builds a Copy Platform<br />A copy platform is a succinct document that spells out pertinent informat...
Push and Pull Tactics<br />Push tactic—placing an ad where it will be exposed to the publics you want to reach—a downward ...
Visualization<br />Think in visual terms as well as verbal.<br />
Language<br />     Use language your publics will understand.<br />
Repetition<br />     Repeat the essential point of your message at least three times in your ad.<br />
Copywriting for Print Media<br />Attention<br />Interest<br />Desire<br />Credibility<br />Action<br />
Attention<br />      Command attention with the headline and the visual design---these elements should provide your public...
Interest<br />Heighten interest by making sure the copy flows from the ad’s headline.<br />
Elements of a Print Ad<br />Visual –drawing or image<br />Title - the main headline<br />Copy -body of the text<br />Signa...
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  1. 1. Writing Advertising Copy<br /> !<br />
  2. 2. Key Element of All Ads?<br />Appeal.<br />
  3. 3. Pathos---emotional appeal<br /> This type of ad suggests that the receiver can benefit—become happier, healthier, sexier, more attractive, more successful or richer in any number of qualities if he or she behaves in a specific way.<br />
  4. 4. Ethos—appeal to what is right<br />
  5. 5. Logos—appeal to reason<br />
  6. 6. Identify the rhetorical appeal:<br />
  7. 7. Identify the rhetorical appeal:<br />
  8. 8. Identify the rhetorical appeal:<br />
  9. 9. Identify the rhetorical appeal:<br />
  10. 10. Identify the rhetorical appeal:<br />
  11. 11. Positioning<br />An attempt to carve out a special niche for the advertiser in the minds of the public.<br />
  12. 12. Identify the positioning of the following ad:<br />
  13. 13. Identify the positioning of the following ad:<br />
  14. 14. Identify the positioning of the following ad:<br />
  15. 15. Slogans Matter<br />I can’t believe I ate the whole thing!<br />M’m! M’m! Good!<br />A diamond is forever.<br />Breakfast of Champions<br />Just do it!<br />Obey your thirst.<br />
  16. 16. Branding<br />Branding is an effort to create instant identification of the organization and association with what it does and is.<br />
  17. 17. Behavior<br /> Understanding what people think and do in different parts of society is critical to developing credible advertising.<br />
  18. 18. Good advertising copy is a complex blend of information (facts) and appeal (emotion)<br />
  19. 19. Basic Guidelines for Writing Advertising Copy<br />Purpose<br />Objective Facts<br />The Publics<br />Media<br />The Creative Approach<br />Visualization<br />Language<br />Repetition<br />
  20. 20. Purpose<br />A clear understanding of what you want to accomplish<br />
  21. 21. Objective Facts<br /> Know the pertinent facts about the product and its opposition<br />
  22. 22. The Publics<br />Wants, Needs and Values<br />
  23. 23. Media—know the requirements<br />
  24. 24. Previous Information Builds a Copy Platform<br />A copy platform is a succinct document that spells out pertinent information about the public and contains a simple statement of creative strategy.<br />
  25. 25. Push and Pull Tactics<br />Push tactic—placing an ad where it will be exposed to the publics you want to reach—a downward message system to the consumer<br />Pull is an upward message from the consumer, stimulated by a number of tactics creating interest or demand from the consumer<br />
  26. 26. Visualization<br />Think in visual terms as well as verbal.<br />
  27. 27. Language<br /> Use language your publics will understand.<br />
  28. 28. Repetition<br /> Repeat the essential point of your message at least three times in your ad.<br />
  29. 29. Copywriting for Print Media<br />Attention<br />Interest<br />Desire<br />Credibility<br />Action<br />
  30. 30. Attention<br /> Command attention with the headline and the visual design---these elements should provide your publics a benefit<br />
  31. 31. Interest<br />Heighten interest by making sure the copy flows from the ad’s headline.<br />
  32. 32. Elements of a Print Ad<br />Visual –drawing or image<br />Title - the main headline<br />Copy -body of the text<br />Signature-(Advertisers name, contact information)<br />Extras – coupon, free sample <br />
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