MERWYN FERNANDESTYBMM- 01

Writing for Print Media BODY COPY BOXES AND PANELS SLOGANS Functions of Slogan Jingles

BODY COPY

Body copy carries the selling message. No matter what style of copy you're

writing, it should draw the reader from the headline and into the text.

The copy approach is the way the copy and its appeal are presented.

COPY APPROACHES

Copy approaches can be grouped into three categories:

Factual, direct or rational approach Narrative approach story board Projective or emotional approach

FACTUAL, DIRECT OR RATIONAL APPROACH

Several ways to work out this approach

a. Direct selling informationb. Implied suggestion (“soft sell”)c. Testimonial copy

BODY COPY DEVELOPED FOR THE FACTUAL APPROACH:

Amplification of headline in the lead (1st sentence (s) of body copy)

Proof or evidence Additional details Closing

NARRATIVE APPROACH STORY BOARD

Several ways to work out this approach:

a. Descriptive or human interest story

b. “Slice of life” c. Fictional testimony d. Monologue or dialogue e. Humor

BODY COPY DEVELOPED FOR THE NARRATIVE APPROACH:

Predicament Transition to the product. Happy ending Closing (suggestion to the

reader)

PROJECTIVE OR EMOTIONAL APPROACH

This approach puts the reader realistically into the situation, involving him emotionally through a projected “factual story”

Eg. The emotional impact of this type is often felt in copy written about perfume.

BOXES AND PANELS

Boxes and panels are great tools for the copywriter

A box is copy with a line around all four sides

A panel is an elongated box that runs the whole length or width of an ad.

Boxes are useful for framing information that the prospect must read.

TIPS FOR BODY COPY;

A writer must put conviction into their own copy.

Keep your copy user friendly. Write for your audience-not yourself. Never oversell in your body copy. Keep your line of thought on track. Address arguments before they arise.

SLOGANS

A slogan is a small attractive phrase used in the ad to sum up the advertising message in a few words.

It should be so designed that it can be repeated , perhaps a year or years together.

Great slogans are like great ideas, they don't come overnight.

BASIS FOR WRITING A SLOGAN: TECHNIQUES/FACTORS

Slogan can be based on the Life of the company.

Slogans can be used to build Trust and confidence.

Slogans emphasizing International reputation of the product.

Slogans emphasizing the use of the product.

Slogans based on pride and possession.

FUNCTIONS OF SLOGAN

Aid memory recall: It should be easy and pleasant to remember.

To describe the use of a product. To stress market leadership To emphasize international standards. To suggest the product’s special

advantage or unique benefit.

MANY SLOGANS – ALSO CALLED THEME LINES OR TAG LINES

Nike- Just do it! Adidas- Impossible is nothing! Castrol- Its not Just oil, Its liquid

engineering. ICICI BANK- Hum hai na!

JINGLES

These are catchy little tunes A jingle with its repeat phrases has a

far higher recall value than the visuals do.

Jingle composing, singing and making it work is highly creative art.

Jingle composing involves co-ordination with client, composer, musician, recording studio, singer, voice over person and host of others.