Copywriting and Design

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

Copywriting for Print The Headline Key element in print advertising Conveys the main message Works with the visual to get attention and communicate creative concept

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

How to Write Other Display Copy Subheads –Often used to enhance the key sales point Taglines –Short, catchy, memorable phrases used at the end of an ad to complete the creative idea Slogans –Repeated from ad to ad as part of a campaign or long-term brand identity effort

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

Print Media Requirements All media in the print category use the same copy elements The way these elements are used varies with the objective for using the medium Newspapers Straightforward and informative Writing is brief

Print Media Requirements Magazines Better quality ad production Ads can be more informative and carry longer copy

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

Designing for Print First responsibility of the art director is to choose visual elements used in ad or commercial to produce a layout. A layout is an orderly physical arrangement of headline, subheads, body copy, slogan, logo & visual elements into a finished advertisement Layouts are usually done in rough & presented to the advertiser to get the approval

Thumbnail Sketches Preliminary Sketches Rough Layouts Ads Done to Size Comprehensives Art is Finished, Designed to Impress Audience Dummy It’s prepared to get the look & feel of the finished product Layout (Handout) The General Steps in a Layout Are: L

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 Words Music Sound effects Radio Guidelines Speak to listener’s interests Make it memorable

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

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

Storyboard