1. Outline The language of advertising Copywriting for print Radio copywriting Television copywriting Writing for the Web Chapter 12 Copywriting

2. Chapter 12: Copywriting2 The copywriter Advertising style –Tone of voice –Grammar –“Adese” Copywriting: The Language of Advertising

3. Chapter 12: Copywriting3 Copy elements –How to write headlines –How to write other display copy –How to write body copy Copywriting for Print

4. Chapter 12: Copywriting4 Print media requirements –Newspapers –Magazines –Directories –Posters and outdoor advertising –Product literature Copywriting for Print

5. Chapter 12: Copywriting5 How to Write Radio Copy Characteristics of radio copy –Conversational style –Theater of the mind Tools of radio copywriting –Voice –Music –Sound effects Radio commercial planning

6. Chapter 12: Copywriting6 How to Write Television Copy Characteristics of television copy The tools of television copywriting –Video –Audio –Other TV tools

7. Chapter 12: Copywriting7 How to Write Television Copy Planning the TV commercial: scripts and story boards –Key TV decisions Length Number of scenes Key frame

8. Chapter 12: Copywriting8 Writing for the Web Banners Web ads Other web formats