Copywriting (Continued) Lecture 24

Recap Chapter Key Points Copywriting: The Language of Advertising Copywriting for Print

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

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

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

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

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

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

Scripts and Storyboards 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

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

Writing for the Web Web ads Other Web formats 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

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

Summary How to Write Radio Copy How to Write Television Copy Writing for the Web Copywriting in a Global Environment

Reference Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND.