Copywriting:Focus on print advertisingCopy:Any words or set of words in an advertisementOnly one element of an AdDialogue:Any spoken wordVoiceover:Ex: Dos XX man: “the most interesting man in the “world”HeadlineTagline mostly in printWords in logoBody CopyHeadline:Most important copy component of a print adHeadline Tasks:Attract attention to the adSegment ReadersEx: “All natural dog food” only attracts dog ownersLead readers into copyViewers read more into the ad because of intriguing headlinesTwo types of headlines (Direct and Indirect)Direct Headline:Main Elements:Product nameProduct benefit or attribute (mentioned in the headline)Reader takes away these two main points (name and benefit)Indirect Headline:If you don’t read the whole ad, you don’t know what ad is aboutCuriosity:Create interest for the rest of the ad and draw reader inDesigned to provoke curiosityEx: Rhetorical questions, etc.PunsWord playCreates interest in the rest of the adHigher readershipTagline:Consistent throughout the whole campaignSlogan:Tasks:Gain attentionProvide a consistent link in the campaignProvides a recognizable element in a campaignIdentifies and unifies campaignSummarize brand position:Tagline should represent brand in some wayEx: McDonalds “I’m Lovin It”love life and McDonalds in your lifeEffective Taglines:Shortno specific lengthEasy to rememberTrigger thoughts about the brandEx: Volvo’s are known for safety and durabilityTagline: “For Life”Refers to 2 main positioning positions, safety and durability (for life)“for life” is short because its compressedLogo:Visual design representing the company or productServes as a cue to recallStimulates recognition of the product and/or companyEx: Yoplait yogurtThin fontAlludes to healthy, weight loss, etc.Components of Body Copy:Body Copy:Nuts and bolts of a printed adThe paragraphs or extended sentences in an adNot always formal paragraphsTry to write in a conversational tone3 Sections of Body copy:Not necessarily 3 paragraphsLead Paragraph:Tied to headlineTransition to body copyBridge between headline and the rest of body copyInterior Paragraphs:Details of the adConvey the nuts and bolts of the adReason why to purchase it, product history, attributes, benefits, etc.Length depends on amount of detail you wantFinal Paragraph:Call to actionWhat we want the reader to doBehaviorEx: Like on FB, go to website, test drive car, etc.Writing Good Copy:Benefit to the Reader:What’s in it for the readerSolution to a problemConsumer point of viewSingle purposeWrite to One Person:Psychographic Profiles:What you focus on (not demographics)Ads aim to reach large audiences, but written for one person to read at a timeAds are read individually, in the comfort of home and are consumed individuallyInvolve the Reader:Present the unexpectedShock the readerCredibility and Believability:Especially important when dealing with factsDepends on type of productBring in experts, endorsements, testimonials, etc.Ex: “Ask your vet”Writing Style:Relationship buildingConversational toneWrite in a tone that target market can relate toDon’t write like it’s a formal paperUse a different writing style and different jargons (slang) depending on audiencePersonalAudience dictates the writing stylePrint Production:Layout:The orderly arrangement of all the copy and artworkPutting the puzzle togetherHeadlines and illustrations are the most likely elements of a print ad to stop the reader – grab their attentionVisual vs. Verbal:Shift from heavy reliance on copy visual emphasisGreater emphasis on visualVisual: Broad ImageCommunicates broad imageCopy: Main PointElements must work together (need both visual and copy)Words are more preciseIllustration Tasks:Attract attentionAttention for the headlineConvey broad IdeasFeeling and emotionGenerates feeling and emotionTell a storyQuickly convey a lot of information with just an image (not as focuses as copy)Illustration Contents:Product alone:Boring type of illustrationMore effective if product is visually appealing and it can stand on its ownEx: Tiffany necklace with blue boxEx: Diet colaProduct in use:More effective than image “alone”Ex: Stouffer’s lasagna (family eating it and enjoying)Creation of image and mood:Mood developmentEx: Spy ski goggles vs. Water Bottle AdsExcitement, exhilaration mood vs. serene, tranquil ad for spring waterCharts, Tables, Graphs:Quantitative InformationMore effective to communicate data in a table/chart than in copy wordsEasier for reader to assimilate informationDramatization of Product Features:Ex: Mini Cooper BillboardBent Palm trees SpeedEx: Minimally invasive Sports SurgeryBaseball with less stitchesDesign:Elements of Design putting together the puzzle (Ad)Balance:Equality of an ad’s elements horizontally and verticallyVisual symmetry that's aesthetically pleasingColor, placement, etc.Focal Point:The single elements that draws the reader into the adOnly one focal point per ad (more than one creates a problem and confusion)Copy:HeadlineVisual:IllustrationPhotoEye Movement:The manner in which the eye reads an adLines lead eye to productUpper left to lower right“Z” patterndoesn’t draw people in as muchTagline or picture of product is on bottom right cornerThis is the last thing the viewer sees and thereforem is what they are most likely to rememberGaze Motion:Created by a layout that purposely breaks the natural eye movementAttempt to get reader more involved and create more interestEyes:Viewer looks at what model in the ad is looking atEx: Model looks directly at viewer (eye contact) or at some feature of productLimbsStructuresUnity:The extent to which all elements of an ad tie togetherDoes everything fit together?Does visual support copy? Are colors right? Is it well balanced?Continuity in a campaignSame print work, spokesperson, tagline, etc.Helps viewer identify the campaign easierTypes of Layouts:Picture Window (Standard):Allows you to effectively incorporate headline and illustration (eye goes top to bottom)3 Components:Illustration:Focal pointLarge illustrationHeadline (window sill):If headline was on top, headline would be overlookedBody Copy:Extensive copyPoster:Used with products where image is importantCommon with alcohol (Absolut vodka) and fashion (Chanel)Bold VisualCreates mood, image, feelingVery limited copyCopy Heavy:Extensive CopyLittle or no visual supportSerious and involving topicsHigh-involvement products that people want more
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