1. 1 Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 Advertising Writing Advertising and Words Advertising Style Writing Techniques

2. 2 Advertising and Words The Right Word Sound of Word Word Order

3. 3 The Right Word Literal Meanings Connotative Meanings Associative Meanings

4. 4 Sound of Words Cadence Rhythm Beat

5. 5 Word Order Parallel construction Rhyme Rhythm Euphony

6. 6 Advertising Style Vernacular language Tone of Voice

7. 7 Vernacular language Succinct Personal Simple Natural

8. 8 Tone of Voice To describe a general atmosphere or a manner of expression. Positive Add power to the advertising message

9. 9 Ad-ese A formula copy. A form of copywriting that is stilted, artificial, and hackneyed. Ad copy – sets of overused phrases.

10. 10 Ad-ese Pat Phrases Puffery and hype Clichés Generalizations Frayed phrases Empty phrases Stock promises

11. 11 Writing Techniques Announcement Definition Description Narrative Explanation

12. 12 Announcement Straight Sticks to facts News

13. 13 Definition Synonyms Functional definitions

14. 14 Description Experiences Sensory details Figurative language

15. 15 Narrative Anecdotes Storytelling Process Plot Dialogue

16. 16 Explanation Unfamiliarity The question Explanatory techniques

17. 17 Writing Problems Dull and boring copy Ungrammatical constructions Copy hash