1. Copywriting (Continued)
Lecture 24

2. Recap Chapter Key Points Copywriting: The Language of Advertising
Copywriting for Print

3. 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

4. How to Write Radio Copy Voice Music Sound effects Radio Guidelines
Keep it personal
Speak to listener’s interests
Wake up the inattentive
Make it memorable
Include call to action
Create image transfer

5. 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

6. Tools of Television Copywriting
Video
Audio
Voice-over
Off camera
Other TV Tools
The copywriter must describe all of these in the TV script
Talent
Announcers
Spokespersons
Character types
Celebrities

7. Planning the TV Commercial
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

8. 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

9. 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

10. 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

11. 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
Daughter windows
Side frames

12. 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
Back translation

13. Summary How to Write Radio Copy How to Write Television Copy
Writing for the Web
Copywriting in a Global Environment

14. Reference
Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND.