Copywriting: The Language of Advertising

There is an inherent drama in every product. Our No. 1 job is to dig for it and capitalize on it. - Leo Burnett

 Words are powerful tools in advertising,

Copywriter is the person who

understands their beauty and power, as well as how best to use them in situations like these.

Successful Advertising Copywriter: WHO?

Savvy and literary master
A killer poet Love words that whip and batter, plead,

cajole, sob, and impress They know the meanings, derivations, moods, and feelings of words.

Writing Effective Copy

Be succinct
Use concise and short familiar words,

short sentences, and short paragraphs.

Be single-minded
Focus on one main point

Cont
Be specific
Dont waste time on generalities. The more specific the message, the more

attention getting and memorable it is.

Get personal
Directly address your audience whenever

possible as you rather than we or they.

Cont
Keep a single focus
Deliver a simple message instead of one of

that makes too many points. Focus on a single idea and support it.

Be conversational
Use the language of everyday conversation. The copy should like two friends talking to

each other. Dont shy away from incomplete sentences, thought fragments, and contractions.

Cont
Be original
To keep your copy forceful and persuasive, avoid

stock advertising phases, strings of superlatives and brag-boast statements, and clich.

Use Variety
Break the copy into short paragraphs with

subheads. Break up monologues with visual changes, such as shots of the product, sound effects, and dialogue.

Cont
Use imaginative description
Use figurative language to build a picture in the

companys mind.

HUMOR???
If the humor works, the funny copy will lend to a positive aura to

a brand.

TONE OF VOICE
He/she may write to that person

as if they were in a conversation.

GRAMMAR
Attuned to the niceties of grammar,

syntax, and spelling, although sometimes they will play with a word or phrase to create an effect, even if its grammatically incorrect. One must think carefully when playing with the language even if it sounds right.

Two sets of Print Advertisement

Copy sheet Layout

Two Categories of Copy

Display Copy
Includes all elements that readers see in their

initial scanning. These elements are:

Headlines Subheads Call-outs Taglines Slogans
Set in a larger size and designed to get attention and to stop the viewers scanning.

Cont
Body Copy
Includes the elements that are designed

to be read and absorbed such as the text and the ad message and captions.

Elements of Print Advertisement

Identification

Headline + copy

Illustration

Advertisement

HEADLINE
A phrase or a sentence that serves as the opening to the ad. Its usually identified by larger type or a prominent position and its

purpose is to catch attention.

It also conveys the main message so that

people get the point of the ad.

It must also work with the visual.

Guidelines for Developing HEADLINE

It will attract only those who are prospects

or tightly target the right audience. Work in combination with the visual to stop and grab the readers attention. Identify the product and brand and start the sale. Should lead readers into the body copy.

Types of Headlines
Offer something new and improved.
Solve a problem Promise a benefit Arouse curiosity

Two Categories of HEADLINE

1. Direct Action Headline 2. Indirect Action Headline

Direct Action Headline

Highly targeted, but they may fail to

lead the reader into the message if they are not captivating enough.

Types of Direct Action Headlines

Assertion
States a claim or promise that will

motivate someone to try the product.

Command
Politely tells the reader to do something

Cont
How-to Heads
People are rewarded for investigating a

product when the message tells them how to use it or how to solve a problem.

News Announcement
Used with new-product introductions, but also

with changes, reformations, new styles, and new uses. To get attention and motivate people to try the product.

Indirect Action Headlines

Are not selective and may not provide

as much information, but may be better at drawing the reader into the message and building a brand image.

Types of Indirect Action Headlines

Puzzles
Used strictly for their curiosity and provocative

power. Puzzling statements, ambiguity, and questions require the reader to examine the body copy to get the answer or explanation. The intention is to pull readers into the body copy.

Cont
Associations
Use image and lifestyle to get attention

and build interest.

Elements of Print Advertisement

A headline can use several techniques:
Alliteration: repeating initial consonant sounds Paradox: a seeming contradiction that could be true Rhyme: The Quicker Picker-Upper! Pun: A humorous use of words that suggest to or more of its

meanings
Play on words: For soft babies and baby soft hands

Overlines and Underlines

These are phrases or sentences that either

lead into the headline or follow up on the thought in the headline. They are usually set in smaller type than the headline. The purpose of the overline is to set the stage, and the purpose of the underline is to elaborate on the idea in the headline and serve as a transition to the body copy.

Body Copy
The text of the ad. Its usually smaller

sized type and written in paragraphs or multiple lines.

Its purpose is to explain the idea or

selling point.

5 Kinds of Writing Style (Standard)

Straightforward
Factual copy usually written in the words of an

anonymous or unacknowledged source.

Narrative
Tells a story in first person or third person

Dialogue
Lets the reader listen in on a conversation

Cont
Explanation
Explains how something works

Translation
Technical information, such as the written for

the high-tech and medical industries, which must be defined and translated into understandable language.

TWO SETS of PARAGRAPH

Lead Paragraph
It is the first paragraph of the body

copy Another point where people test the message to see whether they want to read it.

Cont
Closing Paragraph
It is usually the last paragraph refers

back to the creative concept and wraps up the BIG IDEA. Direction of message: usually end with a call to action with instructions on how to respond.

Types of Copy
o Features physical characteristic o Benefits advantage the feature offers o Claims saying your product does something w/o factual proof o Comparisons between product with competitors product o Uses ways to utilize the product o Testimonials third party sharing positive experience o Endorsements paid celebrity or company recommendation o Action asks customer to act immediately

Feature Print Advertisement

Benefits Print Advertisement

Claims Print Advertisement

Comparison Print Advertisement

Use Print Advertisement

Testimonial Print Advertisement

Celebrity Endorsement Advertisement

Call to Action Advertisement

Subheads
Used in longer copy blocks, subheads begin a new section of the copy.
They are usually bold type or larger than the

body copy. Their purpose is to make the logic clear to the reader. They are useful for people who scan copy and they help them get a sense of what the copy says.

Cont
Subheads are sectional headlines and are also used to break up a

mass of gray type (type that tends to blur together when one glances at it) in a large block of copy.

Call-Outs
Sentences that float around the visual, usually with a line or arrow pointing to some specific element.
How to .

Captions
A sentence or short piece of copy that

explains what you are looking at in a photo or illustration. Arent used very often in advertising because the visuals are assumed to be selfexplanatory. Captions have high readership next to headline.

Taglines
A short phrase that wraps up the key

idea or creative concept that usually appears at the end of the body copy.
It often refers back to the headline or

opening phrase in a commercial.

 A short catchy phrases and particularly

memorable phrases used at the end of an ad to complete or wrap up the creative idea.
Example
You are a nurturer and a provider. Your are

beautiful and exotic Nike women

Slogans
A distinctive catch phrase that serves

as a motto for a campaign, brand, or company.

It is used across a variety of marketing

communication messages and over an extended period of time.

TestYourself
Slogan
Know ho Melts in your mouth, not in

Company
M&Ms
Hitachi Hallmark

your hands Always surprising Inspire the next When you care enough to send the very best When it absolutely, positively has to be there overnight

Canon
FedEx Swatch

Different Techniques to create catchy slogans

Direct address
Have it your way; Think small

Startling or unexpected Phrase

Twists a common phrase to make it

unexpected. If its out there, its in here.

Cont
Rhyme, rhythm, alliteration
Uses repetition of sounds

The daily diary of the American

Dream

Types of Illustrations
Product itself
Products features Product in an appropriate setting

Product in use
Benefits of using the product

Elements of a Print Advertisement

Identification: Distinctive identification symbol for a business Name of business Logo/Slogans Internet address Street address Telephone/toll free numbers Hours of operation Map Credit cards

Headline

Illustration

Copy Identification

Headline

Copy