2. Ground Rules Come for lecture IN time.
Must carry: Note book, pen, book.
Attendance
Maintain discipline.
Mobiles MUST not ring during the lecture.
You can NOT leave or enter the lecture room at your own will, seek permission!
Assignments MUST be submitted IN time.

3. Copywriting
Moriarty, S. et al. (2009). Advertising: Principles and Practice (8th Edition). Pearson Prentice Hall
Ch.13

4. Lecture Outline Copywriting: The Language of Advertising
Copywriting for Print
How to Write Radio Copy
How to Write Television Copy
Writing for the Web
Copywriting in a Global Environment

5. Copywriting: The Language of Advertising
Advertising is highly visual
Four types of ads in which words are crucial
If the message is complicated-Aids awareness
If the ad is for a high-involvement product
Information that needs definition and explanation-Nordic TVC
If a message tries to convey abstract qualities-Diesel TVC

6. The Copywriter
The person who shapes and sculpts the words in an ad
Copy is the text in an ad or the words people say in a commercial
Copywriters don’t work in isolation
They look for different and clever twists

8. 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-short words
Be single-minded
Be specific
Get personal
Keep a single focus
Be controversial-use everyday language
Be original
Use variety
Use imaginative description

9. 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 and spelling, though they will play with a word or phrase to create an effect
Adese
Formulaic advertising copy- comedians parody it
Brag-and-boast copy- “WE”-Honda Parody

11. Copywriting for Print Print ad is created in two pieces: Display copy
Elements readers see in their initial scanning e.g. taglines, subheads etc
Body copy
Elements that are designed to be read and absorbed
Key element in print advertising
Conveys the main message
Works with the visual to get attention and communicate creative concept

12. 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- links the product to the benefit (straightforward)
Indirect-action headlines- abstract

14. How to Write Headlines Types of Direct Headlines
Assertion- Claim
Command- ad politely tells you to take an action
News Announcements- new products use this
Types of Indirect Headlines
Puzzles- arouse curiosity and pull the reader into the body copy
Associations- build an image and create interest
Blind headlines- very little information

15. 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

16. 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
Cue for the product
Music

19. How to Write Body Copy Body copy Lead paragraph Closing paragraph
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

20. How to Write Body Copy Standard approaches of writing a body copy
Straightforward
Narrative
Dialogue
Explanation

21. Print Media Requirements
All media in the print category all use the same copy elements such as headlines and body copy
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

22. 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

23. Print Media Requirements
Posters and Outdoor
Primarily visual
Words try to catch the consumer’s attention and lock in ideas
An effective poster synergizes words with visuals
Product Literature
Also called collateral
Used in support of an ad campaign- brochures and pamphlets
Typically a heavy copy format

24. How to Write Radio Copy
Must be simple enough for consumers to grasp, but intriguing enough to prevent them from switching the station (10 to 60 seconds spot)
Ability of the listener to remember facts is difficult
Copywriter has tools such as voices, sound effects and music but no visuals
Theater of the mind
The story is visualized in the listener’s imagination

25. How to Write Radio Copy Tools of Radio copywriting Radio Guidelines
Voice
Jingles, slogans, announcements
Music
Hummable music
Sound effects
Sound of seagulls, horns honking, cheers of fans
Radio Guidelines
Keep it personal
Speak to listener’s interests
Wake up the inattentive
Make it memorable
Include call to action
Create image transfer

26. 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

27. Tools of Television Copywriting
TV-Audio & Video to create an impact
Video- facial expressions, body language.
Audio
Other TV Tools-setting, props and lighting
The copywriter must describe all of these in the TV script
Talent
Announcers
Spokespersons
Character types- child, old woman etc
Celebrities

28. Planning the TV Commercial
Commercial is planned in scenes- segments of action
Key frame- visual that sticks in mind of the viewer
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

29. 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

30. 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

32. 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

33. 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

34. 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