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What we learned in Advertising Writing


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This is a summary of the key points covered in an advertising writing class at the University of San Francisco.

Published in: Education, Business, Technology
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What we learned in Advertising Writing

  1. 1. What did we learn this semester?
  2. 2. We learned that writing for advertising differs from other types of writing.
  3. 3. AD PEOPLE WRITE • • • • • • • • Plans and Proposals Print ads (newspapers/magazines) Brochures and Newsletters Direct Mail Outdoor and point-of-purchase Scripts (radio, television, Web) Infomercials Internet SEO content and ad copy
  4. 4. GOOD WRITING REQUIRES . . . • • • • • • • A clear message. An attention getting headline/lead. Unity – Only one major idea. Coherency - Easy to follow organization and argument Development – specific examples, details, etc. Clear, concise, simple sentences. Appropriate word choice.
  5. 5. THE PROCESS OF GOOD WRITING. • PREWRITE - RESEARCH • FIND YOUR MAJOR MESSAGE • ORGANIZE (outline, put like things together, use parallel construction, find the best pattern ) • WRITE (just get it all down) • REWRITE • PROOF-READ (get help) • FORMAT and FINALIZE
  6. 6. WE LEARNED THAT RESEARCH IS IMPORTANT. • All advertising messages and campaigns are based on research. • The better the research, the more effective the communication. • Research defines target audiences, visual dynamics, media, and success.
  7. 7. WE LEARNED TO TARGET SPECIFIC AUDIENCES • All advertising messages are designed for specific target audiences. • Messages are framed in the language of the audience. (word choice, metaphors, etc.) • Messages are in the context of the audience in regards to examples, illustrations, etc. • Demographics and psychographics help define the characteristics of audiences.
  8. 8. CRITICAL THINKING SKILLS ARE CRUCIAL! • • • • • Visualizing Planning Researching Analyzing Assessing
  9. 9. CRITICAL THINKING DETERMINES • Strategy and Plan • Who needs to know • Messages and Media • Analytics and Metrics • How to measure success
  10. 10. PLANNING IS KEY Advertising uses research to determine what the message is, who the audience is, and what media to use to best achieve communication goals.
  11. 11. VISUAL SKILLS ARE VITAL. • • • • • • • • Design Color Fonts Structure Photos Animation Icons/Logos Videos
  12. 12. WE LEARNED . . . • How to evaluate an image (clarity, perspective, color, impact) • How to choose images (photos, graphs, charts, cartoons, etc) • How images communicate messages
  13. 13. WE LEARNED HOW IMPORTANT WORKING IN TEAMS IS . . . • to share information • to help edit the text • to help with practice • to provide advice • to proof read • To give moral support
  14. 14. We learned how to write, design, and analyze business cards.
  15. 15. We learned how to analyze ads – assessing the design, copy, message, and audience.
  16. 16. We learned how to put a poster session together as a team to show off our creativity.
  17. 17. We learned how to write and design brochures. REAL MEN DON’T RAPE Speak Up Against Relationship Abuse CARE
  18. 18. We learned how to write and design flyers.
  19. 19. We learned how to write PSAs.
  20. 20. We learned a lot about relationship abuse and date rape. • Data and statistics • What a healthy relationship is and is not • The importance of consent • How to stay safer when going out • How to support people who have been abused • Intervention and how to look after each other • Where to get help
  21. 21. And YOU this semester, have become a better person and advertising writer • • • • • • • by practicing your writing skills by getting rid of wordiness and being concise by learning to analyze ads by recognizing the importance of research by working with others on a creative team by assessing design elements by creating business cards, brochures, flyers, and PSAs • by learning about relationship abuse and date rape • by just being in this class
  22. 22. Just when the caterpillar thought the world (class) was over, it became a butterfly. -Proverb