Copywriting

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Copywriting

  1. 1. The art of writing words that sell. Copywriting
  2. 2. What is copy The written elements in an ad Two categories of copy Display copy Body copy
  3. 3. BODY COPY Elements that are designed to be read and absorbed Such as Text of the ad message and captions
  4. 8. CAPTIONS Sentence or short piece of copy that explains what you are looking at in a photo or illustration
  5. 14. DISPLAY COPY Includes all elements that readers see in their initial scanning Headline Call-outs Taglines Slogans
  6. 15. HEADLINE The title of an ad; it is set in large type to get the reader’s attention
  7. 16. IDENTIFICATION HEADLINE
  8. 17. INTERROGATIVE HEADLINE
  9. 19. DECLARATIVE HEADLINE
  10. 20. COMMANDING HEADLINE
  11. 21. CURIOSITY HEADLINE
  12. 22. NEWS ANNOUNCEMENT
  13. 23. EMOTIONAL HEADLINE
  14. 24. OVERLINE & HEADLINE Phrases or sentences that either lead into the headline
  15. 29. TAGLINE/SLOGAN Short phrase that wraps up the key idea or creative concept usually appears at the end of the body copy A distinctive catch phrase that serves as a motto for a campaign, brand or a company
  16. 37. Call to action Line at the end of an ad that encourages people to respond and gives information on flow to repond
  17. 42. Call-Outs Sentences float around the visual usually with a line or arrow pointing to some specific element
  18. 47. Different Types of Copies
  19. 48. Campaign based Copy
  20. 55. Target Market based Copy
  21. 56. <ul><li>Basically, Shan print ads are Urdu based copies…..but this English copy writing shows the target market i.e. WORKING WOMEN </li></ul>
  22. 57. <ul><li>This urdu copy shows the target market is above 40 years who are facing the problem of diabetes </li></ul>
  23. 58. <ul><li>This copy shows that Medicam is catering the lower class segment </li></ul>
  24. 59. <ul><li>This copy is in Urdu because MOBILINK is </li></ul><ul><li>targeting the whole nation </li></ul>
  25. 60. Creative style
  26. 66. Persuasive
  27. 69. Informative
  28. 73. INTEL AD
  29. 74. COPY FOR SPECIAL OFFERS
  30. 80. Competitive
  31. 84. LAYOUT A drawing that shows where all the elements in the ad are to be positioned
  32. 85. Types of Layouts
  33. 86. LAYOUT X
  34. 91. LAYOUT Y
  35. 95. LAYOUT Z
  36. 98. LAYOUT
  37. 100. LAYOUT
  38. 103. NO BOUNDARIES ?
  39. 107. Functions of Layout <ul><li>To visualize the advertisement before the illustrations are made and the type is set </li></ul><ul><li>To furnish the working plan to the typesetters and others whose work enters into the final production of the blocks to be sent to the publisher </li></ul>
  40. 108. Design Principle Gutenberg Diagonal A visual path that follows from the upper left corner to the lower right
  41. 113. TYPOGRAPHY Typography has long been a vital part of the promotional material and advertising. Designers often use typography to set a theme and moods in an advertisement For example using bold, large text to convey a particular message to the reader
  42. 114. Type is often used to draw attention to a particular advertisement, combined with efficient use of color, shapes and images Typography reflects a company’s brand also
  43. 115. Classical fonts are for a strong personality, while more modern fonts are for a cleaner, neutral look Bold fonts are used for making statements and attracting attention
  44. 116. FONTS
  45. 123. COLOR
  46. 126. <ul><li>Green color showing the Pakistani Culture </li></ul>
  47. 133. Bad copy writing
  48. 134. TOO MUCH COPY
  49. 137. Spelling Mistake
  50. 142. Confusion in headline
  51. 143. Baygon ad
  52. 144. Wrong translation
  53. 146. Vague background
  54. 147. Nokia express
  55. 148. Unclear
  56. 151. BAD TYPOGRAPHY
  57. 152. Shangrilla ad
  58. 153. good copy writing
  59. 154. Resonance advertising
  60. 155. Resonance means creating the double meanings
  61. 161. <ul><li>The sign has a double meaning. It reads &quot;repeated stops or stopping&quot; the second word can also mean 'erections'. </li></ul>
  62. 162. Using fewer words
  63. 166. Using attractive words
  64. 169. Using ROMAN
  65. 172. Mega Brands
  66. 180. No Words
  67. 187. Implications
  68. 188. Be Succinct Use short, familiar words, short sentences, and short paragraphs
  69. 189. Canderal ad
  70. 191. Keep a Single focus Deliver a simple message instead of one that makes too many points. Focus on a single idea and support it
  71. 194. Be Conversational Use the language of everyday conversation
  72. 197. Use Imaginative Description Use evocative language to build a picture in the consumer’s mind
  73. 201. Be Original To keep your copy forceful and persuasive, avoid brag-and-boast statements, and cliches
  74. 202. Adese (Brag & boast copy)
  75. 205. Persuasive
  76. 208. Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read. Leo Burnett
  77. 209. Presented by Nissa Razzak Danish Aziz Sadia Muhataram Seher Pervaiz Farheen Khalid Rabia Sikandar
  78. 210. Special Thanks to JWT SYNERGY MANHATTAN LEO BURNETT AND VERY SPECIAL THANKS TO SYED AKHTAR MAHMOOD
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