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Test 2 Material Copy CatsCopywriting (Career builder commercial “if you hate going to work”)- Copyo  Words in advertisement ex: (Google chrome commercial “dad writing email to daughter) Dialogue Voiceover Headline - Most important element in print ad Tagline Logo Body copyo Headline Direct headline- Has to contain both:o Product nameo Product benefit or attribute Get two main points by looking at the headline- Effective to someone who sees ad but doesn’t read it, they will still take away those two thingso Popular with retailers because they don’t have to read everything in the ad- Ex: exanger dog food- “as natural as it gets”- Very effective for product that doesn’t need a lot of expectations o Ex: tires  buy one, get one freeo Ex: Macys  50% of women shoes- Problem: Lower chances of reading then indirect Indirect- More likely to attract a reader- Provokes curiosity o If you do not read the rest of the ad then you don’t know what it is about - Puns- Word play- Designed to create interest to the rest of the ado Ex: Canadian club liquor “your mom wasn’t your dads first ad”o Ex: G-force beats wrinkle cream- Higher readership- *risky if it doent not grab attention of the reader because then the ad failed* Headline tasks- Attracts attention- Help segment readers1o Ex: Macy’s women’s sale; men wont be interestedo Ex: dog ad does not apply to me so I turn the page- Lead reader into copyo Make you read the ado Tagline Slogan - Ex: McDonalds “I’m loving it Tasks- Gain attention- Provide a consistent link in the campaign o Identifiable element that unifies the campaign - Summarize brand positiono What brand stands for Effective taglines- Shorto Exceptions: Nyquil (still effective because covers all symptoms)- Easy to remembero Why you want it short- Trigger thoughts about brando Ex: Volvo  Known as very safe vehicles Durability and longevity Volvo slogan: “for life”o Ex: Gillette Slogan: the best a man can get- Best quality- Confidenceo Ex: EASports Slogan: in the gameo Logo Visual design representing company or product Serves as a cue to recall- Helps trigger thoughts about product Stimulates recognition  Ex: Yoplait logo is very thin and tall and lighto Components of body copy *nuts and bolts of the ad Not always formal paragraphs- Paragraphs, extended sentencess 3 basic (lead, interior, final)- Lead paragrapho Bridge paragraph  transitions from headline to rest of ad2o Tied to headlineo Transition to body copy- Interior paragraphso Details of the ado Reason why to purchase, attributes, etc. - Final paragrapho Call to action What you want reader to do in response to ad Ex: don’t have to dip dogs to repel fleas and ticks ad Call of action: call veto Behavioro Writing good copy Ads use guidelines to decrease likeliness to get it wrong, but they don’t always get same result Benefit the reader- *What is in it for them- Solution to a problem- Consumer point of view- Single purpose Write to one person- Psychographic profiles- Consume ad individually Involve the reader- Present the unexpectedo Shock them- Credibility and believabilityo Ad has to combat that by bringing outside sourceso Especially important when dealing with facts Writing style- *The way you text friends is not the way you write papers- Relationship buildingo Relate and speak a relatable tone- Personal- Conversational toneo Slang, to relate- *Use different styles when talking to different audiences3Lay(out)ing it on the linePrint production- Layouto The orderly arrangement of all the copy and artworko Headlines and illustrations are most likely elements of a print as to stop reader—grab attentiono *When you put all the pieces together each of the pieces are independento Visual vs. verbal  Shift from verbal to visual- Still need to have both Shift from heavy reliance on copy- Shift from verbal to visual Greater emphasis on visual- Visual = show broad feeling - Verbal = more specific Both elements (visual and copy) must work together Visual  Broad image Copy  main point - Elements must work together Ex: old fit tan lady  - Shows face wrinkled and good body (visual )- Copy  80% of wrinkles come from tanning- If you didn’t have both copy and image then message wouldn’t be communicated as strong Ex: Skeletal x-ray- Visual: something medical- Copy: maybe completion didn’t read your mind, they read your email- Overall: firewall protectiono Illustration Task Attract attention for headline- Tanning ad body brought you in Convey broad idea Generate feelings and emotion Tell a storyo Illustration Contents Product alone- Least common  more effective if the product can stand on its owno Ex: Tiffany & Co is exception because Blue box is selling pointo Ex: Diet Pepsi “0 calories, 0 carbs”  wrapper fits big because makes you loose weight Product in use4- Ex: Stouffers lasagna  product in use Creation of image and mood- Ex: Fuck these are amazing  spy eyeglasses- Gives thrill of what it would feel like to put them on (guy wearing is happy)- Ex: Root Water- Gives relaxing feel Charts, tables, graphs- Much more digestible- More absorbable  Dramatization of product features- A feature of a product that needs a creationo Ex: mini coop ad  fake palm trees getting blown away; give appearance ofspeedo Ex: Eclipse gum  gum so powerful squishes garlico Ex: mount Sinai  baseball with less strips; Minimal invasive sports surgery Represents less stitcheso Design Balance- Equality of an ads elements horizontally and vertically- Visually appealing adso Addida’s ad  girl laying  Everything is balanced o Ex: Shape  flat ads Shorts match writing Bra matches back Focal point- The single element that draws reader into ado Ex: blue cross blue shield Girl with triangle on her face  attention goes there first- Only one focal point per ado The way you read through on ad, differs what you take from the ado Want to guide reader through entire ado Multiple focus points is sign of bad ado Copy Headlineo Visual Illustration Photoo *if you have multiple focal points, it could be an issue Eye movement- The manner in which the eyes read the ad5- Upper left to lower right (reason why some logos are on lower right )o Z Layouto Focal point on ad top left; tagline on lower right


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FSU ADV 3008 - Test 2 Material

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