Test 2 Material PG41 PG78 50 questions Copy Cats Copy Copywriting Career builder commercial if you hate going to work o Words in advertisement Google chrome commercial dad writing email to daughter Dialogue Voiceover Headline Tagline Logo o Headline Direct headline Most important element in print ad Has to contain both o Product name o Product benefit or attribute Effective to someone who sees ad but doesn t read it they will still take away those two things 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 free o Ex Macys 50 of women shoes Problem Lower chances of reading then indirect More likely to attract a reader Provokes curiosity Puns Word play Designed to create interest to the rest of the ad Ex Canadian club liquor your mom wasn t your dads Indirect first ad Ex G force beats wrinkle cream Headline tasks Attracts attention Help segment readers o Ex Macy s women s sale men wont be interested Lead reader into copy o Tagline o Exceptions Nyquil still effective because covers Slogan Ex McDonalds I m loving it Tasks Present in all ads of campaign Single unifying element Signature for entire campaign Summarize brand position o What brand stands for Effective taglines Short all symptoms Easy to remember Trigger thoughts about brand o 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 Confidence o Ex EASports Slogan in the game o Logo Visual design representing company or product Helps trigger thoughts about product Stimulates recognition o Components of body copy Not always formal paragraphs 4 basic lead interior final Lead paragraph Tied to headline Transition to body copy Interior paragraphs Details of the ad Final paragraph Call to action o What you want reader to do in response to ad o Ex don t have to dip dogs to repel fleas and ticks ad o Call of action call vet Behavior o Writing good copy Ads use guidelines to decrease likeliness to get it wrong but they don t always get same result Benefit the reader Adopt consumer point of view Pain in the ass to wash dogs tick commercial Single purpose Write to one person Psychographic profiles Involve the reader By provoking curiosity Lack of credibility and believability o Ad has to combat that by bringing outside sources o Especially important when dealing with facts Writing style The way you text friends is not the way you write o Relate and speak a relatable tone papers Relationship building Personal Conversational tone o Slang to relate Lay out ing it on the line Print production Layout o The orderly arrangement of all the copy and artwork o Headlines and illustrations are most likely elements of a print as to stop reader grab attention o Visual vs verbal Shift from heavy reliance n copy Shift from verbal to visual Design to inform persuade and remind people of product Both elements visual and copy must work together Visual Broad image Copy main point 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 protection o Illustrations Attract attention for headline Tanning ad body brought you in Convey broad idea Generate feelings and emotion Tell a story o Illustration Contents Product alone Least common because it is pretty boring Ex Tiffany Co is exception because Blue box is selling point Ex Diet Pepsi 0 calories 0 carbs wrapper fits big because makes you loose weight Product in use 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 Ex mini coop ad fake palm trees getting blown away give appearance of speed Ex Eclipse gum gum so powerful squishes garlic Ex mount Sinai baseball with less strips Minimal invasive sports surgery o Represents less stitches Equality of an ads elements horizontally and vertically Visually appealing ads Addida s ad girl laying o Design Balance o Everything is balanced Ex Shape flat ads o Shorts match writing o Bra matches back Focal point The single element that draws reader into ad Ex blue cross blue shield o Girl with triangle on her face attention goes there first Only one focal point per ad o The way you read through on ad differs what you take from the ad o Want to guide reader through entire ad o Multiple focus points is sign of bad ad o Copy Headline o Visual Illustration Photo Eye movement The manner in which the eyes read the ad Upper left to lower right reason why some logos are on lower right o Z Layout o Focal point on ad top left tagline on lower right because that s how we read o Ex Paper mate pen ad Has Z layout o Some companies don t like using because its lazy for reader o Gaze motion A way to get reader more involved Created by a layout that purposely breaks the natural eye movement Eyes Limbs Structure Ex Cadillac ad loo Ex alpine stereo so loud blows palm trees toward logo Ex Starbucks follow escalator straight down to Starbucks cup o Model looking at writing makes reader want to look too what is she looking at o Model looking at us on the ad trying to establish Unity a relationship The extent to which call elements tie together Continuity in a campaign Ex if size of heading is to small in proportion to copy then doesn t work Unity applies to all ads in campaign Ex Krafts milk bar it is milk and granola but looks like granola o 4 diff commercial o granola talking to parents bowl o granola taking to girl o ad o ad o Still same ad but diff humor Types of layouts Picture window standard o Combination of body copy and visual o Ex Columbia boots Focal point shoe Put headline in bottom because picture brings in reader then they look at slogan o Illustration o Headline o Body coy Extensive copy Large illustration Poster o Bold visual o Creates mood image feeling o Ex Absolute vodka Chanel o Very limited copy All about image Copy Heavy o Rely on extensive copy with very little visual support o Usually serious products o Extensive copy o Ex Nutrisystem people reading it are very interested want to loose weight have
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