WRITING AN ADVERTISING COPY

Tricia S. AguirreHumanities Department

College of Arts and SciencesUniversity of San Agustin

•Persuade

Advertising Copy Purpose

•Motivate

Advertising is based on the assumption

that words have the power to

produce a change in thinking,

attitudes, beliefs, and ultimately

behavior.

Needs and Appeals

•One using the product.

The Audience

•One not using the product but are most likely to.

•Age•Gender•Income•Education•Marital status

Demographics

These are values and attitudes of people and how they feel toward various things in their environment

Psychographic Variables

•what the product does•physical characteristics of the product•history and reputation of the product ( established in the year____)•manufacturer of the product•price•competition•social aspects – is the ad appropriate or not?

The Product

•Voice•Sound effects •Music•Pictures•Visual Effects

Elements in Writing Advertising for Broadcast

Two Basic Formats in Broadcast Commercials

• Problem resolution – presenting the problem and then resolving the problem

• Slice of life – shows people doing things in which the advertised product is involved

• Documentary/demonstration – demonstrating how the product works in comparison to the competition

• Fantasy – putting people and products in unreal and abnormal situations; includes the use of animation

1.Dramatic Formats emphasize action on the screen within the script.

2. Announcer Formats are those in which the announcer is the main character, or one of the main character

• The spokesperson – may range from celebrities to unknown but real people

• Testimonial – based on the person’s credibility and on how he/she appreciated the effect of the product

Advertising Appeals

•Ethical Appeal relates the concept of the product or the manner in which the product is presented to the audience’s ethical values ( i.e. testimonial)

• Logical Appeal is a persuasion based on facts,

attempting to convince the

potential buyer that the product or service fills a

logical need.

Advertising Appeals

http://www.youtube.com/watch?v=kaDsIOh5its (Nescafe Summer)

•Emotional Appeal does not mean one that evokes laughter or tears, but one that appeals to the non-logical, non-intellectual aspects of the viewer’s or listener’s personality.

Advertising Appeals

http://www.youtube.com/watch?v=ljy-TcplGug (Karen)

ACTIVITY:•Look at the picture very carefully . •Think of what possible product is best associated with the picture. • Imagine the kind of appeal you are going to use.• Identify your target market.• You have 10 minutes.

ASSIGNMENT:

• Write a TV script using the information that you have derived from the activity.• Length: 30 seconds• Requirements:• MSC Bed• Two talents• Graphics

* Submission: Nov. 26, 2008

Thank you