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Copywriting
Creative Team
Creative Concept
Chapter 12: Copywriting 2
1
No
No headline,
headline, no
no subhead,
subhead, nono body
body
copy—does
copy—does this
this ad
ad still
still work?
work?
The Headline
Functions
• Gives news about the brand
• Emphasizes brand claims
• Gives advice to the reader
• Selects targeted prospects
• Stimulates curiosity
• Establishes tone & emotion
• Identifies the brand
Here
Here isis aa classic
classic case
case
of
of aa headline
headline offering
offering
the
the reader
reader advice
advice
2
The Headline
Guidelines
Subheads
Functions
• Include important information not
communicated in the headline
Subheads
Guidelines
3
The Body Copy
Techniques
• Straight
Straight--line copy
• Dialogue
• Testimonial
• Narrative
This
This ad
ad is
is full
full of
of body
body
copy.
copy. Are
Are the
the
guidelines
guidelines for
for using
using
body copy being
body copy being
followed?
followed?
4
Copywriting for Broadcast
Advertising
• Broadcast ads are fleeting
• Ads employ more sensory channels,
which can distract consumers from
understanding the message
• Music
• Dialog
• Announcement
• Celebrity announcer
5
Writing Radio Copy
•Uuse familiar Guidelines
language
•Uuse short words and Stress the main selling
sentences points
•sstimulatethe Use sound and music
imagination carefully
•rrepeat the product Tailor the copy to the
name time, place, and
specific audience
Writing TV Copy
Formats
• Demonstration • Dialogue
• Problem and • Vignette
solution
• Narrative
• Music and song
• Spokesperson
6
Writing TV Copy
Guidelines
•Uuse the video
•Ssupport the video Use copy judiciously
Slogans
• Short phrase used to . . .
• Increase memorability
• Help establish an image, identity or position for
a brand or organization
Common Mistakes in
Copywriting
• Vagueness
• Wordiness
• Triteness
• Creativity for creativity’s sake
7
Copy Approval Process
Senior Writer
Creative Director Senior Executives