COPYWRITING STYLES

IN ADVERTISING

BY NISHAM

Descriptive Copy

• This type of copy describes the important and relevant characteristics

• This kind of ad showcases features of the product.

• It is very simple and of non-technical nature.

• It does not have any specialty which can attract the attention of the target

consumers or may compel them to read it.

• It is very much similar to a press account or news item simply giving relevant

information to the public without any stylish touch

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• The copy uses direct active sentence. There are short and pithy sentences.

• Most importantly they seems to be like a commonplace announcement.

Scientific Copy

• Such types of copies are technical in nature

• These kind of ads generally used by drugs and pharmaceutical firms

elaborating the propositions of properties and constituents of the product.

• This type of copy is usually meant for professional or for those who are

really interested in such types of information.

Colloquial copy or Conversational Copy

• The colloquial copy presents the message in the way of conversation.

• It uses an informal language and conversation takes place in terms of ‘I’ and

‘You’ with personal reference to reader and the advertiser.

• In such copy the style is one of a personal talk or one of an eyewitness

account.

• Some of the informal statements can even become a dialogue. In many TV

advertisements, we find the colloquial copy.

Humorous Copy

• It exploits the sense of humor of the people.

• It turns the reader laughter.

• All examples and statements in such copy are fully to make the reader smile.

• These Ads narrate the message in more humorous way to gain attention on

masses

• Humor has been heavily used in advertising-especially in TV commercials.

Narrative Copy

• In such copy of ads there will be a fictional story narrated.

• The benefits of the product emerge from the story.

• Maybe, the narrative is humorous. Or else, it has strong appeal. It should

make an imprint on our memory.