1. MCD 1073 PRINCIPLES OF ADVERTISING
COPYWRITING
MCD 1073 PRINCIPLES OF ADVERTISING

2. COPYWRITING: THE LANGUAGE OF ADVERTISING
Words + picture = creative concept
Expressed in an attention-getting and memorable phrase
Finding the magic word is a job for copywriters

3. COPYWRITING: THE LANGUAGE OF ADVERTISING
Four types of advertisements where words are crucial
Message is complicated, words are specific
High involvement product
Information that needs definition and explanation
Message tries to convey abstract qualities

4. THE COPYWRITER Shapes and sculpts words in an advertisement
Copy- text in ad, words
Copywriters work in teams with art directors to design the way the ad will look
THE COPYWRITER

5. ADVERTISING WRITING STYLE
Must win audience
K.I.S.S.
Copywriters revise copy to make it as concise as possible
Writes the way an audience thinks and talks

6. Alma Magazine- “Ignorance is Unacceptable”

7. ADVERTISING WRITING STYLE
Tone of voice
Writing as if it was to someone in that fits the audience profile
Grammar
- Looks into niceties, syntax, spelling, create an effect
Adese
Cliched that advertisers use it for effectiveness i.e “Buy & save”
Brag-and-boast or pompous tone ; “we know better”

8. COPYWRITING FOR PRINT Created in a copy sheet and a layout
Display copy – elements that readers see in their initial scanning i.e. headlines, taglines, slogans etc
Body copy to stop the viewer’s scanning : designed to be read and absorbed

9. HOW TO WRITE HEADLINES Lures reader to get the point of an ad
Good headlines attract prospects
Must work in combination with visuals
Leads readers into body copy
Direct action headlines: assertion, command,how-to-heads, news
Indirect headlines: puzzles, association

10. Direct –Action Headline :
How-to-Head

11. Indirect –Action Headline : Association

12. OTHER DISPLAY COPY Captions/subhead : explanation of headline
“The plan that got everyone talking”
Taglines: short, catchy and memorable phrases, “ Simply irritwistable!”, “Lurve clicks”
Slogans: repeated from ad to ad to incorporate an identity, Pizza Hut’s “Makin’ It Great.”

13. OTHER DISPLAY COPY Direct address; “ Your friend in motoring”
A startling or unexpected phrase, “Fuiyohh!”
Rhyme, Rhythm and Alliteration; “Shake and Bake”, “Good Times, Great Taste”
Parallel construction, “ Your Glory is Our Story”
Cue for the product , “ Good till the last drop.”

14. BODY COPY Text of ad to maintain interest of reader
Develops message, states argument, summarizes proof and explanation
Usually two paragraphs of the lead and the close
Last paragraph is call to action

15. Body copy :
Lead, close and call-to-action

16. PRINT MEDIA REQUIREMENTS
Newspapers
- Editorial of newspapers is serious, copy is straightforward and informative
Magazines
- Special interest of readers, longer copy
Directories
- Contains contact details with no complex information

17. PRINT MEDIA REQUIREMENTS
Posters and Outdoor Advertising
- Primarily visual with one line as both headline and product identification
Product Literature
- Heavy copy format, usually in pamphlets or brochures

18. Poster and Outdoor :
Product as hero

19. RADIO COPY
Short length means commercial is simple enough to grasp and intriguing enough not to change the channel
Transitory medium does not allow facts to remembered easily
Called theatre of the mind, visualized by listeners
Voice
Music
Sound Effects

20. TOOLS OF TELEVISION COPY
Video
Silent speech
Use of props like a play, television show or movie
Audio
Music
Voices
Sound effects

21. WRITING FOR THE WEB
Most common form of online advertising is banners containing text, images and animation
To attract an internet surfer, copywriter must
Offer a deal
Use an involvement device (challenge, contest)
Keeping the writing succinct
Focusing the surfer’s attention
Using advertisement to solicit info and opinions as part of research

22. OTHER WEB FORMATS Games Pop-up windows
Forwarding s i.e “Send-a-Kiss”