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1、Copywriting,Advertising Principles and Practices,13-2,Questions Well Answer,What basic style of writing is used for advertising copy?Which copy elements are essential to a print ad?How can we characterize the message and tools of radio advertising?What is the best way to summarize the major elements
2、 of television commercials?How is Web advertising written?,Milking Success,Following on the heels of the“does a body good”campaign,“Got Milk”tried to make drinking milk cool.The campaign was created in California in 1993 to turn around a 15-year decline in consumption.The campaign won several awards
3、 and milk sales rose from 740 to 755 million gallons in one year.,Visit the Site,Prentice Hall,2009,13-3,13-4,If the message is complicatedIn ads for high-involvement productsInformation that needs definition and explanationIf a message tries to convey abstract qualities,Four Types of Ads Where Word
4、s are Crucial,13-5,The Copywriter,CopywriterThe person who shapes and sculpts the words in an adMarketing,English,literature backgroundThey love words,have a sense of“voice”and tone,and are versatileCopyThe text of an adWords people say in a radio or TV commercial,13-6,Advertising Writing Style,Copy
5、 should be as simple as possible.Write the way your target audience thinks and talks,using direct address.,Principle:Effective copy is succinct,single-minded,and tightly focused.,13-7,Writing Effective Copy,Be succinctBe single-mindedBe specificGet personalKeep a single focusBe conversationalBe orig
6、inalUse varietyUse imaginative description,13-8,Advertising Writing Style,Tone of VoiceWrite to the target audience,as if in conversation with one personGrammarSometimes use incorrect grammar for effectAdeseClichs,superlatives,stock phrases,and vague generalities that violate the guidelines for effe
7、ctive copyBrag and boast copy“we”focused and pompous,13-9,Copywriting for Print,Display copyElements readers see in their initial scanningHeadlines,subheads,call-outs,taglines,and slogansBody copyElements that are designed to be read and absorbedText of the ad message,captions,call to action,13-10,H
8、ow to Write Headlines,They convey the main message,get attention,and communicate the conceptThey must also:Attract only prospectsWork with the visual to stop and grab readers attentionIdentify product and brand;start the saleLead readers into body copy,Principle:Good headlines interrupt readers scan
9、ning and get their attention.,13-11,Two Categories of Headlines,Direct Action(straightforward and informative)AssertionCommandHow-To HeadsNews AnnouncementsIndirect Action(draw reader in,build brand image)PuzzlesAssociationsAlso,“blind headlines”,13-12,CaptionsSecond highest readershipProvide inform
10、ationSubheadsLead reader into copyLarger than body copyTaglinesShort,catchy,memorableComplete or wrap up creative ideaSlogansRepeated from ad to adReinforce brand identity,How to Write Other Display Copy,13-13,Together we can prevailImagination at workCommunication without boundariesA mind is a terr
11、ible thing to wasteOur challenge is lifeKnow HowA business of caringMelts in your mouth,not in your handsAlways surprisingInspire the nextWhen you care enough to send the very bestWhere patients come firstCan you hear me now?For successful livingInspiration comes standardWhen it absolutely,positivel
12、y has to be there overnight,Test Yourself:Identify the Company,MerckBristol-Myers SquibbHallmarkSwatchAvayaHitachiVerizon*CignaFedExDieselCanonChryslerM&MsUnited Negro College FundAventisGE,Answers to Companies:1:b.Bristol-Myers Squibb;2:p.GE*;3:e Avaya;4:n.United Negro College Fund*;5:o.Aventis;6:k
13、.Canon;7:h.Cigna;8:m.M 16:i.FedEx*.,13-14,Advertising Week Winners,Advertising Week winning slogans every year and post them in their Walk of Fame.,Visit the Site,13-15,Direct address:“Have it your way;“Think small.”A startling or unexpected phrase.The NYNEX campaign used,“If its out there,its in he
14、re,”which is an example of a twist on a common phrase that makes it unexpected.Rhyme,rhythm,alliteration.Uses repetition of sounds,as in the Wall Street Journals slogan“The daily dairy of the American Dream.”Parallel construction.Uses repetition of the structure of a sentence or phrase;Morton Salts“
15、When it rains,it pours.”Cue for the product:Folgers“Good to the last drop;”John Deeres“Nothing runs like a Deere,”Wheaties“Breakfast of Champions”Music:“In the valley of the Jolly,ho-ho-ho,Green Giant.”Combination(rhyme,rhythm,parallel):“Its your land,lend a hand,”slogan for Take Pride in America.,T
16、echniques for Creating Catchy Slogans,13-16,How to Write Body Copy,Body copyMaintain interest of readerPersuasive heart of messageSales message,argument,proof,explanationWriting StylesStraightforwardNarrativeDialogueExplanationTranslation,13-17,How to Write Body Copy,Lead paragraphFirst paragraph of
17、 body copyCatches the readers attentionClosing paragraphLast paragraph of body copyRefers back to creative conceptWraps up the Big IdeaIncludes a“call to action”,13-18,Print Media Requirements,All media in the print category all use the same copy elementsThe way these elements are used varies with t
18、he objective for using the medium,13-19,Print Media Requirements,NewspapersLess intrusive mediumAds more straightforward and informativeMagazinesBetter ad productionMore informative,longer copyDirectoriesFocus on service or store personalityLittle space for explanation;keep it simplePosters and outd
19、oor advertisingCreative concept marries words and visualProduct literatureDetailed copy about a product,company,or event,13-20,Writing for Radio,Short:10,15,30,or 60 secondsSimple enough for consumers to grasp;intriguing enough to prevent switchingCreativity is key to breaking through clutterTheater
20、 of the mind,13-21,Tools for Radio Copywriting,VoiceAnnouncer or characterMusicCreates a mood,establishes a settingJingles are catchy,“hummable”Sound effects(sfx)“libraries,”CDs,online,Principle:Radio copywriters try to match the conversational style of the target audience.,13-22,Guidelines for Writ
21、ing Radio,Keep it personalSpeak to listeners interestsWake up the inattentiveMake it memorableInclude call to actionCreate image transfer,13-23,The Radio Advertising Bureau,Visit the Site,The RAB is the sales and marketing arm of the radio industry.,13-24,The script contains the words,dialogue,lyric
22、s,sound effects,instructions,and descriptions to help the producer create the commercial as the copywriter imagined.Sources of audio are on the left.Words,dialogue,description of sound effects and music are on the right.,Planning the Radio Commercial:Scripts,13-25,How to Write Television Copy,Moving
23、 images makes TV more engaging than printThe challenge is to fuse the images with the words to tell a story,Principle:In great television commercials,words and pictures work together seamlessly to deliver the creative concept through sight,sound,and motion.,13-26,TechniqueAction:When you watch telev
24、ision,you are watching a walking,talking,moving world that gives the illusion of being three-dimensional.Demonstration:Seeing is believing.Believability and credibilitythe essence of persuasionare high because we believe what we see with our own eyes.Storytelling:Most of the programming on televisio
25、n is narrative so commercials use storytelling to take advantage of the mediums strengths.Emotion:The ability to touch the feelings of the viewer makes television commercials entertaining,diverting,amusing,and absorbing.Real-life situations with all their humor,anger,fear,pride,jealousy,and love com
26、e alive on the screen.Humor,in particular,works well on television.,TV Advertising Techniques,Message DesignGood television advertising uses the effect of action.Torture tests,steps,and procedures are all actions that are easier to present on TV than in print.If you have a strong sales message that
27、lends itself to demonstration,such as“how-to”messages,then television is the ideal medium for that message.TV is our societys master storyteller because of its ability to present a plot and the action that leads to a conclusion in which the product plays a major role.TV can dramatize the situation i
28、n which a product is used and the type of people using it.Stories can be riveting if they are well told,but they must be imaginative to hold their own against the programming that surrounds them.Emotional appeals are found in natural situations that everyone can identify with.Hallmark has produced s
29、ome tear-jerking commercials about the times of our lives that we remember by the cards we receive and save.Kodak and Polaroid have used a similar strategy for precious moments that are remembered in photographs.,13-27,Tools of TV Copywriting,VideoA key frame summarizes the main ideaAudioMusic,voice
30、s,sound effectsVoice-overOff cameraOther TV ToolsSetting,casting,costumer,propsTalentAnnouncers,spokespersons,character types or celebrities,13-28,Planning the TV Commercial,Copywriters plan:10,:15,:20,:30,:60Number of scenes;shots in each sceneKey visual:the image that sticks in the mindWhere/how t
31、o shootHow much product info?Pace:fast or slow?Level of controversy and intrusiveness,13-29,Planning the TV Commercial,Whats the Big Idea?Whats the benefit and who benefits?How can you turn that benefit into a visual element?How can you gain the viewers interest in the first three seconds?How can yo
32、u focus on a key visual?Is the commercial single-minded?Observe rules of good editingIs the product identified and shown in close-up at the end?,13-30,Scripts,Storyboards,and Photoboards,13-31,Doritos:Checkout Girl:30 SecondsVideoINTERIOR GROCERY STORE AT CHECK OUT REGISTERA REGULAR GUY CUSTOMER at
33、the check out register buys bags and bags of Doritos.The odd,off-beat Checkout Girl asks in a monotone voice:Action starts mellow,then builds.She scans the first bag of DoritosShe scans another bag.He smiles,thinks shes kind of nuts.She scans another.She composes herself.Hes weirdly turned on now.Sh
34、e scans another.Flirting,he growls back to her.Now shes super frisky!Scans another!CUT TO:EXPLODING DORITOS BAG!CUT BACK TO:INTERIOR GROCERY STORE AT CHECKOUT REGISTERSound of MICROPHONE FEEDBACK as the Checkout Girl grabs the microphone at the register.She looks like shes been through the ringer.-,
35、Doritos:Checkout Girl:30 SecondsAudioCHECKOUT GIRL:Paper or plastic?GUY:Papers fineCHECKOUT GIRL:I like theseCHECKOUT GIRL(CONTD):Oh,Nacho cheese.(chest bang)Old school.CHECKOUT GIRL(CONTD):Fiery Habanero.(passionately yells)Yeah!Those are hot!CHECKOUT GIRL(CONTD):Oh,Salsa Verrrrrrde.Arrgh!(tiger so
36、und)GUY:Arrrrrrrrrr.CHECKOUT GIRL:Blazin Buffalo and Ranch!Giddy up!SFX:MICROPHONE FEEDBACKCHECKOUT GIRL Im gonna need a clean up on register six.SFX:She chomps into a Doritos chipcrunch.,13-32,Writing for the Web,More interactive than any other mass mediummore like two-way communication.The copywri
37、ters challenge:to attract people to the site and manage dialogue-based communication.The advertisers challenge:to understand the users situation and design messages that fit the users needs.,Principle:To write great copy for the Web,copywriters must think of it as an interactive medium and open up o
38、pportunities for interaction with the consumer.,13-33,Banner Ads,Ways copywriters make ads stand out amidst the clutter and grab attention.Offering a deal like a discount or a freebie.Using an involvement device like a challenge or contest.Changing the offer frequently,even daily.Keeping the writing
39、 succinct for surfers short attentionFocusing surfers attention by asking questions or offering knowledge they can use.Use the ad to solicit information and opinions.Banner ads can remind or invite viewers to click.The product or brand should be immediately clear.,13-34,Web Ads,They create awareness
40、 and interest in a product and build a brand image.Good copywriting works well in any medium,including the internet.Other Web ad formats include games,pop-up windows,daughter windows,and side frames.,13-35,Global Copywriting Challenges,Language affects the creation of the advertising.Standardizing c
41、opy by translating for a foreign market is dangerous.Solutionuse bilingual copywriters Use back translation,Discussion Questions,13-37,Discussion Question 1,Creative directors say the copy and art must work together to create a concept.Consider all the ads in this chapter and the preceding chapter a
42、nd identify one that you believe demonstrates that principle?Explain what the words contribute and how they work with the visual.,13-38,Discussion Question 2,One principle of print copywriting is that the headline catches the readers eye,but the body copy wins the readers heart and mind.Find an ad t
43、hat demonstrates that principle and explain how it works.,13-39,Discussion Question 3,A principle of TV message design is that television is primarily a visual medium.However,very few television commercials are designed without a vocal element(actors or announcers).Even the many commercials that vis
44、ually demonstrate products in action use an off screen voice to provide information.Why is there a need to use a voice in a television commercial?,13-40,Discussion Question 4,Three-minute debate:Professor Strong has set up a debate between the advertising sales director of the campus newspaper and t
45、he manager of the campus radio station,which is a commercial operation.During the discussion,the newspaper representative says that most radio commercials sound like newspaper ads,but are harder to follow.The radio manager responds by claiming that radio creativity works with“the theater of the mind
46、”and is more engaging than newspaper ads.In class,organize into small teams with pairs of teams taking one side or the other.Set up a series of three-minute debates with each side having half the time to explain what these media selling points mean.In other words,make the case for either newspaper o
47、r radio advertising in a local market.Every team of debaters must present new points not covered in the previous teams presentations until there are no arguments left to present.Then the class votes as a group on the winning point of view.,13-41,All rights reserved.No part of this publication may be
48、 reproduced,stored in a retrieval system,or transmitted,in any form or by any means,electronic,mechanical,photocopying,recording,or otherwise,without the prior written permission of the publisher.Printed in the United States of America.,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall,
