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Documente Cultură
Chapter Outline
I. II. III. IV. V. VI. VII. Chapter Key Points Copywriting: The Language of Advertising Copywriting for Print How to Write Radio Copy How to Write Television Copy Writing for the Web Copywriting in a Global Environment
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Key Points
Explain the basic style used for advertising copy Describe the various elements of a print ad Explain the message characteristics and tools of radio advertising Discuss the major elements of television commercials Discuss how Web advertising is written
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Copywriter
Grammar
Copywriters must know the rules of grammar, syntax, and spelling, though they will play with a word or phrase to create an effect
Adese
Formulaic advertising copy Brag-and-boast copy
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Body copy
Elements that are designed to be read and absorbed
The Headline Key element in print advertising Conveys the main message Works with the visual to get attention and communicate creative concept
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Subheads
Sectional headlines used to break up a large block of copy
Taglines
Short, catchy, memorable phrases used at the end of an ad to complete the creative idea
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Slogan Techniques Direct address A startling or unexpected phrase Rhyme, rhythm, alliteration Parallel construction Cue for the product Music
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Lead paragraph
The first paragraph of the body copy Where people test the message and see if they want to read it
Closing paragraph
Refers back to the creative concept and wraps up the Big Idea Call to action
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Radio Guidelines Keep it personal Speak to listeners interests Wake up the inattentive Make it memorable Include call to action Create image transfer
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Scenes
Segments of action that occur in a single location
Key frames
The visual that sticks in ones mind
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Storyboard
The visual plan or layout of the commercial Prepared by the art director
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