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<ul><li>Outline </li></ul><ul><li>The language of advertising </li></ul><ul><li>Copywriting for print </li></ul><ul><li>Ra...
<ul><li>The copywriter </li></ul><ul><li>Advertising style </li></ul><ul><ul><li>Tone of voice </li></ul></ul><ul><ul><li>...
<ul><li>Copy elements </li></ul><ul><ul><li>How to write headlines </li></ul></ul><ul><ul><li>How to write other display c...
<ul><li>Print media requirements </li></ul><ul><ul><li>Newspapers </li></ul></ul><ul><ul><li>Magazines </li></ul></ul><ul>...
How to Write Radio Copy <ul><li>Characteristics of radio copy </li></ul><ul><ul><li>Conversational style </li></ul></ul><u...
How to Write  Television Copy <ul><li>Characteristics of television copy </li></ul><ul><li>The tools of television copywri...
How to Write  Television Copy <ul><li>Planning the TV commercial: scripts and story boards </li></ul><ul><ul><li>Key TV de...
Writing for the Web <ul><li>Banners </li></ul><ul><li>Web ads </li></ul><ul><li>Other web formats </li></ul>
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Outline The language of advertising

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Outline The language of advertising

  1. 1. <ul><li>Outline </li></ul><ul><li>The language of advertising </li></ul><ul><li>Copywriting for print </li></ul><ul><li>Radio copywriting </li></ul><ul><li>Television copywriting </li></ul><ul><li>Writing for the Web </li></ul>Chapter 12 Copywriting
  2. 2. <ul><li>The copywriter </li></ul><ul><li>Advertising style </li></ul><ul><ul><li>Tone of voice </li></ul></ul><ul><ul><li>Grammar </li></ul></ul><ul><ul><li>“ Adese” </li></ul></ul>Copywriting: The Language of Advertising
  3. 3. <ul><li>Copy elements </li></ul><ul><ul><li>How to write headlines </li></ul></ul><ul><ul><li>How to write other display copy </li></ul></ul><ul><ul><li>How to write body copy </li></ul></ul>Copywriting for Print
  4. 4. <ul><li>Print media requirements </li></ul><ul><ul><li>Newspapers </li></ul></ul><ul><ul><li>Magazines </li></ul></ul><ul><ul><li>Directories </li></ul></ul><ul><ul><li>Posters and outdoor advertising </li></ul></ul><ul><ul><li>Product literature </li></ul></ul>Copywriting for Print
  5. 5. How to Write Radio Copy <ul><li>Characteristics of radio copy </li></ul><ul><ul><li>Conversational style </li></ul></ul><ul><ul><li>Theater of the mind </li></ul></ul><ul><li>Tools of radio copywriting </li></ul><ul><ul><li>Voice </li></ul></ul><ul><ul><li>Music </li></ul></ul><ul><ul><li>Sound effects </li></ul></ul><ul><li>Radio commercial planning </li></ul>
  6. 6. How to Write Television Copy <ul><li>Characteristics of television copy </li></ul><ul><li>The tools of television copywriting </li></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Audio </li></ul></ul><ul><ul><li>Other TV tools </li></ul></ul>
  7. 7. How to Write Television Copy <ul><li>Planning the TV commercial: scripts and story boards </li></ul><ul><ul><li>Key TV decisions </li></ul></ul><ul><ul><ul><li>Length </li></ul></ul></ul><ul><ul><ul><li>Number of scenes </li></ul></ul></ul><ul><ul><ul><li>Key frame </li></ul></ul></ul>
  8. 8. Writing for the Web <ul><li>Banners </li></ul><ul><li>Web ads </li></ul><ul><li>Other web formats </li></ul>

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