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Copywriting
Matakuliah : G0492 / English for Advertising Tahun : 2005/2006
oCopywriting for PrintoHow to Write Radio CopyoHow to Write Television CopyoWriting for the Web
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Copywriting for Print
• Magazine
• Newspaper
• Directory
• Brochures
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Magazines
• The Audience
• Creative Considerations
• Production Considerations
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The Audience
• Reflective
• Personal Relationship
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Creative Considerations
• Service
• Feature writing and stories
• High-impact visuals
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Production Consideration
• Reproduction quality
• Lead time
• Page domination
• Special arrangement
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Newspaper
• The Audience
• Types of Ads
• Creative Considerations
• Production
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The Audience
• Receptive
• Heterogeneous
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Types of Ads
• Display and classified
• Small-space and omnibus
• Omnibus ads
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Creative Considerations
• Strategies
• Price advertising
• Peg advertising
• Design
• Incentives
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Production
• Size
• Design Considerations
• Mats and proofs
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Formats
• Handbill
• Folder
• Brochure
• Broadsheet
• Booklet
• Signature
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Design Process
• Writing
• Dummying
• Reading patterns
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Production Specifications
• Bids and estimates
• Quantity
• Size
• Colors
• Paper
• Folding and binding
• Special effects
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How to Write Radio Copy
• Characteristic of Radio Advertising
• The Tools of Radio Copywriting
• Radio Commercial Planning
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Characteristics of Radio Advertising
• Personal
• Conversational Style
• Theater of the Mind
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The Tools of Radio Copywriting
• Voices
• Music
• Sound Effects
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How to Write Television Copy
• Characteristics of Television Copy
• The Tools of Television Copywriting
• Planning the TV Commercials
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Characteristics of Television Copy
• Action
• Demonstration
• Storytelling
• Emotion
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The Tools of Television Copywriting
• Video
• Audio
• Setting
• Light
• Costumes
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Writing for the Web
• Banners
• Games
• Pop-up windows
• Daughter window
• Side frames
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Purposes
• Awareness
• Interest in a product
• Build a brand image