Advertising Exam Two Section 8 Copy Cats Copywriting Copy Any word that appears in an ad print digital Words in the advertisement Dialogue Voiceover narrator talking about product Dos Equis narrator in radioads Headline Tagline slogans Words in logo Body copy paragraphs sentences in print advertising Ex TV every word that is sung written on the screen said by a person etc Headline Most important copy component of a print ad Direct headline must have both so reader takes away these two main points no matter if they read more of the ad or not o Product name o Product benefit or attribute o Disadvantage reader doesn t necessarily have to read the rest of the ad Indirect you don t get the information up front so you have to look more into the ad o Invokes curiosity in the ad and the product o Puns word play o Creates interest in rest of the ad o Higher readership o Ex I gaze at the sunset with the woman I love and think F8 at 1 250 o Ex When cancer strikes we strike back ad for a hospital Headline tasks Tagline slogan o Attract attention o Segment readers I don t have a dog so I m not going to read the rest of the Dentastix ad o Lead readers into copy I m loving it Open Happiness Just Do It Don t use the same headline in each ad but same tagline in each ad Tasks o Gain attention o Provide a consistent link in the campaign o Summarize brand position what does the bran represent stand for Mercedes Benz The Best or Nothing Gillette The Best a Man Can Get Big ideas sometimes usually correlate with taglines but don t have to be Effective tagline o Short no specific word length o Easy to remember o Trigger thoughts about the brand Advertising Exam Two Logo visual design representing the company or product a lot of times have words in it such as the name of the brand Helps trigger thoughts about the product or the brand and what it stands for Components of body copy Not always formal paragraphs Think of three components as sections not paragraphs 1 Lead paragraph o Tied to headline o Transition to body copy Interior paragraphs details of the ad can contain any number of paragraphs 2 3 Final paragraph call to action test drive one day or ask your dentist why Writing good copy subjective based on how good of a writer you are and how readers respond to it Benefit to the reader o Solution to a problem o Consumer point of view o Single purpose people reading the ad Involve the reader o Present the unexpected Credibility and believability Writing Style o Relationship building o Controversial tone o Personal Write to one person paradox mass audiences appeals to individuals also thousands of other o Psychographic profiles who you are what makes you tick what s your relationship like with your pets how do you treat your pets when they re sick o Especially important when dealing with facts o Don t be outlandish with claims o Build credibility if you don t believe us ask your veterinarian Slang jargon is used not formal More conversational not stiff standoffish You have to write for your audience Gaming ad is not the same tone as fashion magazine Section 9 Lay out ing It On the Line Print Production Layout The orderly arrangement of all the copy words and artwork Headlines and illustrations are the most likely elements of a print ad to stop the reader grab their attention Visual vs Verbal Emphasis o Shift from heavy reliance on copy historically to visual reliance o Greater emphasis today on visual important Tend to convey the main idea o Visual broad image idea o Copy main point specifics o Elements must work together Example picture of ants skirting around the lollypop doesn t make sense unless you see the copy which explains that the lollypop is sugar free Advertising Exam Two Illustration tasks o Attention for the headline o Convey broad ideas o Feeling and emotion o Tell a story Illustration contents o Product alone no other people or images ex tiffany sells itself little blue box o Product in use showing end result more emotional ex Stouffer s lasagna ad shows family eating together at the table o Creation of image and mood ex Ski goggles Guy is exhilarated you can tell something awesome happened on the mountain o Charts tables graphs Help with a lot of numbers comparisons etc o Dramatization of product feature Not thousands of words just dramatization of the product s features and what they do Ex Weight watchers ad Two doors one huge for fat person and one for the after Ex Extra larger band aids Girl on really high swingset dramatizes the amount of cuts that which was normal door she will get if she gets hurt Design Balance the product ad Focal point Aesthetically pleasing visually appealing Equality of an ad s elements horizontally and vertically o Ex Pepsi ad where it is vertical but the hat on the left and the words on the right help frame The single element that draws the reader into the ad Only one focal point per ad Majority of readers go to the same place in the ad first and then follow the pathway in order to read the ad in the right way o Ex Blue Cross Blue Shield ad small child with triangle framed on the face hierarchy of priorities o Copy o Visual Headline Illustration Photo Eye movement the manner in which the eye reads an ad o Upper left to right to lower left to lower right Z pattern Tagline is almost signature The last thing that the readers will see so it is something that they will remember Headline is opener so it catches the readers eye o Gaze motion created by a layout that purposely breaks the natural eye movement Creates disruption Eyes Models tend to look straight ahead to draw in or at the product to emphasize it Lexus draws eyes to the center of the page where the words are Advertising Exam Two Limbs trees arms angle pattern Ex Starbucks Gingerbread latte ad Structures Unity the extent to which all of the elements of an ad tie together o Continuity in a campaign o Model hair color clothing scenery etc o Ex Bose noise cancelling headphones Don t hear the barking with the headphones the man with the jackhammer or the baby crying Follow the ad from left to right Campaign is continuous 3 ads Illustration what you see out the window focal point Types of Layouts Picture window standard Headline the window sill Body copy the wall o Extensive copy o Large illustration Poster Ex Columbia boots Boot is on top headline underneath body copy under that Where image of brand is paramount fashion brands such as Louis Vuitton or Chanel Bold visual Creates mood image feeling Very
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