ADVERTISING Some about Copywriting

Transcription

1 Some abot Copywrtng Words and pctres work together to prodce a creatve concept. Copywrtng s abot fndng the magcwords. Copy s the text of an ads or the words that people say n a commercal. A person who shapes and sclpt the words n an ads s called copywrter.

2 5 Types of Ads n Whch Words are Crcal If the message s complcated, words can be more specfc than vsal and can be read over and over ntl the meanng s clear. If the ads s for a hgh-nvolvement prodct. If the message nformaton needs defnton and explanaton. If the message tres to convey abstract qaltes. Slogans and jngles help lock n key phrases that ce a brand mage or remnd cstomers of a brand featre.

3 Practcal Tps: Wrtng ffectve Copy Be sccnct. Be specfc. Get personal. Keep a sngle focs. Be conversatonal. Be orgnal. Use varety.

4 Copywrtng for Prnt The 2 categores of copy that prnt ads ses are Dsplay Copy and Body Copy (or text) Dsplay Copy ncldes all elements that readers see n ther ntal scannng.- headlnes, sbheads, call-ots, taglnes, and slogans. Body Copy ncldes the elements that are desgn to be read and absorbed, - sch as the text of the ads message.

5 Copywrtng for Prnt Dsplay Copy Wrtng A good headlne wll attract only those who are prospect. Use the headlne to tghtly target the rght adence. The headlne mst work n combnaton wth the vsal to stop and grab the reader s attenton. The headlne mst also dentfy the prodct and brand, and start the sale. The headlne shold lead reader nto the body copy.

6 Copywrtng for Prnt Body Copy Wrtng Straghtforward. Factal copy sally wrtten n the words of anonymos or nacknowledged sorce. Narratve. Tells a story n 1 st person or 3 rd person. Daloge. Lets the reader lsten n on a conversaton. xplanaton. xplan how somethng works. Translaton. Techncal nformaton mst be defned and translated nto nderstandable langage.

7 Copywrtng for Rado The Tools of Rado Copywrtng: Voce Msc Sond ffects

8 Copywrtng for Rado Characterstc Personal: rado ads has the ablty to se hman voce. Message Desgn Rado ads shold se conversatonal langage- as f someone s talkng wth the cstomer than sellng to the cstomer. Interest-based: rado allows for specalzed programmng to target market. It shold desgned to speak to that adence nterest. Inattenton: Most people who are lstenng to the rado are dong somethng else at the same tme. It mst be desgned to break throgh the attenton and captre attenton n the 1 st three second wth sond effect, msc, qestons, or somethng nexpected. 1

9 Copywrtng for Rado Characterstc Message Desgn Retenton: repeat t. Call to acton: The last thng lsteners hear s what they tend to remember. phemeral: a rado message s here one moment and gone by next. Use taglnes and other key phrases to lock the prodct n cstomers memores. So copywrters make sre the prodct s t. Repeat the key ponts of brand name and dentfcaton nformaton, sch as a phone nmber or web address. 2

10 Copywrtng for Televson The Tools of Televson Copywrtng: Vdeo Ado ther Tools,- The creatve tools: settng, castng, costmes, props, and lghtng.

11 Copywrtng for Televson Characterstc Message Desgn Acton: when yo watch TV yo are watchng a walkng, talkng, movng world that gves the llson of beng three dmensonal. Demonstraton: Seeng s belevng. Belevablty and credbltythe essence of persason. Good TV ads ses the effect of acton and moton to attract attenton and sstan nterest. If yo have a strong sales message that lends tself to demonstraton, televson s the deal medm for t. 1

12 Copywrtng for Televson Characterstc Message Desgn moton: The ablty to toch the feelngs of the vewer makes TV ads entertanng, dvertng, amsng, absorbng. Storytellng: Most of the programmng on TV s narratve so commercals se storytellng to take advantage of the medm s strengths. TV s or socety s master storyteller that leads to a conclson n whch the prodct plays a major role. TV can dramatze the staton. motonal appeals are fond n natral statons that everyone can dentfy wth. 2

13 Copywrtng for The Web Web ads s nteractve and nvolvng. Web ads has prmarly focsed on banners, althogh advertsers are sng new form that look more lke magazne or televson ads. Banner ads are sally small box ads contanng text, mage, and perhaps anmaton.

14 Copywrtng for The Web Banners, and other form of web ads, have to stand ot amdst the cltter on typcal webpage, stop the srfng, and arose the nterest of the vewer.

15 THANKYo