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Copywriting
Part 4: Effective Advertising Messages
Chapter 13
13 - 2
Chapter Outline
I. Chapter Key Points
II. Copywriting: The Language of Advertising
III. Copywriting for Print
IV. How to Write Radio Copy
V. How to Write Television Copy
VI. Writing for the Web
VII. Copywriting in a Global Environment
13 - 3
Key Points
• Explain the basic style used for advertising
copy
• Describe the various elements of a print ad
• Explain the message characteristics and tools
of radio advertising
• Discuss the major elements of television
commercials
• Discuss how Web advertising is written
13 - 4
Copywriting:
The Language of Advertising
• Four types of ads in which words are crucial
1. If the message is complicated
2. If the ad is for a high-involvement product
3. Information that needs definition and explanation
4. If a message tries to convey abstract qualities
• Copywriter
– The person who shapes and sculpts the words in
an ad
13 - 5
Advertising Writing Style
• Copy should be as
simple as possible
• Should have a clear
focus and try to convey
only one selling point
• Every word counts;
space and time are
expensive
Practical Tips
• Be succinct
• Be single-minded
• Be specific
• Get personal
• Keep a single focus
• Be controversial
• Be original
• Use variety
• Use imaginative
description
13 - 6
Advertising Writing Style
• Tone of voice
– To develop the right tone of voice, copywriters write to the
target audience as if they were in a conversation
• Grammar
– Copywriters must know the rules of grammar, syntax, and
spelling, though they will play with a word or phrase to
create an effect
• Adese
– Formulaic advertising copy
– Brag-and-boast copy
13 - 7
Copywriting for Print
• Display copy
– Elements readers see in
their initial scanning
• Body copy
– Elements that are
designed to be read and
absorbed
The Headline
• Key element in print
advertising
• Conveys the main
message
• Works with the visual to
get attention and
communicate creative
concept
13 - 8
How to Write Headlines
• A good headline will
attract those who are
prospects
• The headline must work
in combination with the
visual to stop and grab
the reader’s attention
• The headline must
identify the product and
brand, and start the sale
• The headline should
lead readers into the
body copy
– Direct-action headlines
– Indirect-action headlines
13 - 9
How to Write Other Display Copy
• Captions
– Have the second-highest readership and serve an
information function
• Subheads
– Sectional headlines used to break up a large block
of copy
• Taglines
– Short, catchy, memorable phrases used at the end
of an ad to complete the creative idea
13 - 10
How to Write Other Display Copy
• Slogans
– Repeated from ad to ad
as part of a campaign or
long-term brand identity
effort
– Can also be used as
taglines
Slogan Techniques
• Direct address
• A startling or
unexpected phrase
• Rhyme, rhythm,
alliteration
• Parallel construction
• Cue for the product
• Music
13 - 11
How to Write Body Copy
• Body copy
– The text of the ad
– Primary role is to maintain the interest of the reader
• Lead paragraph
– The first paragraph of the body copy
– Where people test the message and see if they want to read
it
• Closing paragraph
– Refers back to the creative concept and wraps up the Big
Idea
– Call to action
13 - 12
Print Media Requirements
• All media in the print
category all use the
same copy elements
• The way these elements
are used varies with the
objective for using the
medium
Newspapers
• Copy does not have to
work as hard to catch
audience’s attention
• Straightforward and
informative
• Writing is brief
13 - 13
Print Media Requirements
Magazines
• Better quality ad
production
• Ads can be more
informative and carry
longer copy
Directories
• Use a headline that
focuses on the service or
store’s personality
• Little space for
explanations
13 - 14
Print Media Requirements
Posters and Outdoor
• Primarily visual
• Words try to catch the
consumer’s attention
and lock in ideas
• An effective poster
marries words with
visuals
Product Literature
• Also called collateral
• Used in support of an ad
campaign
• Typically a heavy copy
format
13 - 15
How to Write Radio Copy
• Must be simple enough for consumers to
grasp, but intriguing enough to prevent them
from switching the station
• Ability of the listener to remember facts is
difficult
• Theater of the mind
– The story is visualized in the listener’s imagination
13 - 16
How to Write Radio Copy
• Voice
• Music
• Sound effects
Radio Guidelines
• Keep it personal
• Speak to listener’s
interests
• Wake up the
inattentive
• Make it memorable
• Include call to action
• Create image transfer
13 - 17
How to Write Television Copy
• Moving action makes television so much more
engaging than print
• The challenge is to fuse the images with the
words to present a creative concept and a story
• Storytelling is one way copywriters can
present action in a television commercial more
powerfully than in other media
13 - 18
Tools of Television Copywriting
• Video
• Audio
• Voice-over
• Off camera
• Other TV Tools
• The copywriter must
describe all of these in
the TV script
Talent
• Announcers
• Spokespersons
• Character types
• Celebrities
13 - 19
Planning the TV Commercial
• What’s the Big Idea
• What’s the benefit
• How can you turn that benefit into a visual
element
• Gain the viewer’s interest
• Focus on a key visual
• Be single minded
• Observe rules of good editing
• Try to show the product
13 - 20
Planning the TV Commercial
• Copywriters must plan
– Length of the commercial
– Shots in each scene
– Key visual
– Where and how to shoot the commercial
• Scenes
– Segments of action that occur in a single location
• Key frames
– The visual that sticks in one’s mind
13 - 21
Scripts and Storyboards
• Script
– The written version of the commercial’s plan
– Prepared by the copywriter
• Storyboard
– The visual plan or layout of the commercial
– Prepared by the art director
13 - 22
Writing for the Web
• More interactive than any other mass medium
• Copywriter challenged to attract people to the
site and manage a dialogue-based
communication experience
• Banners
– Most common form of online advertising
13 - 23
Writing for the Web
• Web ads
– Create awareness and
interest in a product and
build a brand image
– Focus on maintaining
interest
• Other Web formats
– Games
– Pop-up windows
– Daughter windows
– Side frames
13 - 24
Copywriting in a Global
Environment
• Language affects the creation of the
advertising
• Standardizing copy content by translating the
appeal into the language of the foreign market
is dangerous
• Use bilingual copywriters who can capture the
essence of the message in the second language
– Back translation

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Copywriting

  • 1. Copywriting Part 4: Effective Advertising Messages Chapter 13
  • 2. 13 - 2 Chapter Outline I. Chapter Key Points II. Copywriting: The Language of Advertising III. Copywriting for Print IV. How to Write Radio Copy V. How to Write Television Copy VI. Writing for the Web VII. Copywriting in a Global Environment
  • 3. 13 - 3 Key Points • Explain the basic style used for advertising copy • Describe the various elements of a print ad • Explain the message characteristics and tools of radio advertising • Discuss the major elements of television commercials • Discuss how Web advertising is written
  • 4. 13 - 4 Copywriting: The Language of Advertising • Four types of ads in which words are crucial 1. If the message is complicated 2. If the ad is for a high-involvement product 3. Information that needs definition and explanation 4. If a message tries to convey abstract qualities • Copywriter – The person who shapes and sculpts the words in an ad
  • 5. 13 - 5 Advertising Writing Style • Copy should be as simple as possible • Should have a clear focus and try to convey only one selling point • Every word counts; space and time are expensive Practical Tips • Be succinct • Be single-minded • Be specific • Get personal • Keep a single focus • Be controversial • Be original • Use variety • Use imaginative description
  • 6. 13 - 6 Advertising Writing Style • Tone of voice – To develop the right tone of voice, copywriters write to the target audience as if they were in a conversation • Grammar – Copywriters must know the rules of grammar, syntax, and spelling, though they will play with a word or phrase to create an effect • Adese – Formulaic advertising copy – Brag-and-boast copy
  • 7. 13 - 7 Copywriting for Print • Display copy – Elements readers see in their initial scanning • Body copy – Elements that are designed to be read and absorbed The Headline • Key element in print advertising • Conveys the main message • Works with the visual to get attention and communicate creative concept
  • 8. 13 - 8 How to Write Headlines • A good headline will attract those who are prospects • The headline must work in combination with the visual to stop and grab the reader’s attention • The headline must identify the product and brand, and start the sale • The headline should lead readers into the body copy – Direct-action headlines – Indirect-action headlines
  • 9. 13 - 9 How to Write Other Display Copy • Captions – Have the second-highest readership and serve an information function • Subheads – Sectional headlines used to break up a large block of copy • Taglines – Short, catchy, memorable phrases used at the end of an ad to complete the creative idea
  • 10. 13 - 10 How to Write Other Display Copy • Slogans – Repeated from ad to ad as part of a campaign or long-term brand identity effort – Can also be used as taglines Slogan Techniques • Direct address • A startling or unexpected phrase • Rhyme, rhythm, alliteration • Parallel construction • Cue for the product • Music
  • 11. 13 - 11 How to Write Body Copy • Body copy – The text of the ad – Primary role is to maintain the interest of the reader • Lead paragraph – The first paragraph of the body copy – Where people test the message and see if they want to read it • Closing paragraph – Refers back to the creative concept and wraps up the Big Idea – Call to action
  • 12. 13 - 12 Print Media Requirements • All media in the print category all use the same copy elements • The way these elements are used varies with the objective for using the medium Newspapers • Copy does not have to work as hard to catch audience’s attention • Straightforward and informative • Writing is brief
  • 13. 13 - 13 Print Media Requirements Magazines • Better quality ad production • Ads can be more informative and carry longer copy Directories • Use a headline that focuses on the service or store’s personality • Little space for explanations
  • 14. 13 - 14 Print Media Requirements Posters and Outdoor • Primarily visual • Words try to catch the consumer’s attention and lock in ideas • An effective poster marries words with visuals Product Literature • Also called collateral • Used in support of an ad campaign • Typically a heavy copy format
  • 15. 13 - 15 How to Write Radio Copy • Must be simple enough for consumers to grasp, but intriguing enough to prevent them from switching the station • Ability of the listener to remember facts is difficult • Theater of the mind – The story is visualized in the listener’s imagination
  • 16. 13 - 16 How to Write Radio Copy • Voice • Music • Sound effects Radio Guidelines • Keep it personal • Speak to listener’s interests • Wake up the inattentive • Make it memorable • Include call to action • Create image transfer
  • 17. 13 - 17 How to Write Television Copy • Moving action makes television so much more engaging than print • The challenge is to fuse the images with the words to present a creative concept and a story • Storytelling is one way copywriters can present action in a television commercial more powerfully than in other media
  • 18. 13 - 18 Tools of Television Copywriting • Video • Audio • Voice-over • Off camera • Other TV Tools • The copywriter must describe all of these in the TV script Talent • Announcers • Spokespersons • Character types • Celebrities
  • 19. 13 - 19 Planning the TV Commercial • What’s the Big Idea • What’s the benefit • How can you turn that benefit into a visual element • Gain the viewer’s interest • Focus on a key visual • Be single minded • Observe rules of good editing • Try to show the product
  • 20. 13 - 20 Planning the TV Commercial • Copywriters must plan – Length of the commercial – Shots in each scene – Key visual – Where and how to shoot the commercial • Scenes – Segments of action that occur in a single location • Key frames – The visual that sticks in one’s mind
  • 21. 13 - 21 Scripts and Storyboards • Script – The written version of the commercial’s plan – Prepared by the copywriter • Storyboard – The visual plan or layout of the commercial – Prepared by the art director
  • 22. 13 - 22 Writing for the Web • More interactive than any other mass medium • Copywriter challenged to attract people to the site and manage a dialogue-based communication experience • Banners – Most common form of online advertising
  • 23. 13 - 23 Writing for the Web • Web ads – Create awareness and interest in a product and build a brand image – Focus on maintaining interest • Other Web formats – Games – Pop-up windows – Daughter windows – Side frames
  • 24. 13 - 24 Copywriting in a Global Environment • Language affects the creation of the advertising • Standardizing copy content by translating the appeal into the language of the foreign market is dangerous • Use bilingual copywriters who can capture the essence of the message in the second language – Back translation