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Writing Advertising
Copy
!
Key Element of All Ads?
Appeal.
Pathos---emotional appeal
This type of ad suggests that the receiver can benefit—become happier, healthier, sexier, more attractive, more successful or richer in any number of qualities if he or she behaves in a specific way.
Ethos—appeal to what is right
Logos—appeal to reason
Identify the rhetorical appeal:
Identify the rhetorical appeal:
Identify the rhetorical appeal:
Identify the rhetorical appeal:
Identify the rhetorical appeal:
Positioning An attempt to carve out a special niche for
the advertiser in the minds of the public.
Identify the positioning of the following ad:
Identify the positioning of the following ad:
Identify the positioning of the following ad:
Slogans Matter I can’t believe I ate the whole thing!
M’m! M’m! Good!
A diamond is forever.
Breakfast of Champions
Just do it!
Obey your thirst.
Branding Branding is an effort to create instant
identification of the organization and association with what it does and is.
Behavior
Understanding what people think and do in different parts of society is critical to developing credible advertising.
Good advertising copy is a complex blend of
information (facts) and appeal (emotion)
Basic Guidelines for Writing Advertising Copy
Purpose
Objective Facts
The Publics
Media
The Creative Approach
Visualization
Language
Repetition
Purpose
A clear understanding of what you want to accomplish
Objective Facts
Know the pertinent facts about the product and its opposition
The Publics Wants, Needs and Values
Media—know the requirements
Previous Information Builds a Copy Platform A copy platform is a succinct document that
spells out pertinent information about the public and contains a simple statement of creative strategy.
Push and Pull Tactics
Push tactic—placing an ad where it will be exposed to the publics you want to reach—a downward message system to the consumer
Pull is an upward message from the consumer, stimulated by a number of tactics creating interest or demand from the consumer
Visualization Think in visual terms
as well as verbal.
Language
Use language your publics will understand.
Repetition
Repeat the essential point of your message at least three times in your ad.
Copywriting for Print Media
Attention
Interest
Desire
Credibility
Action
Attention
Command attention with the headline and the visual design---these elements should provide your publics a benefit
Interest Heighten interest by
making sure the copy flows from the ad’s headline.
Elements of a Print Ad
Visual –drawing or image
Title - the main headline
Copy -body of the text
Signature- (Advertisers name, contact information)
Extras – coupon, free sample