Copywriting

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 Outline

• The language of advertising

• Copywriting for print
• Radio copywriting
• Television copywriting
• Writing for the Web

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 Copywriting: The
Language of Advertising

• The idea behind a creative

concept in advertising is
usually expressed in an
attention-getting and
memorable phrase

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 Copywriting: The
Language of Advertising

• Five types of ads in which words are crucial:

1. When the message is complicated
• Words can be more specific than visuals;
• Can be read over and over until meaning
is clear
1. When the ad is for a high involvement
product
• Consumer spends a lot of time
considering the product or service
1. When information needs definition and
explanation
• i.e. Nokia wireless network

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 Copywriting: The
Language of Advertising

• Five types of ads in which words are crucial:

4. When a message tries to convey abstract
qualities
• Emotions, Hallmark cards
5. When there is a need to lock in key phrases
(slogans, jingles) that cue a brand image or
remind consumers of a brand feature

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 The Copywriter
• The person who shapes and sculpts the
words in an advertisement.
• Copy: the text of an ad or the words
people say in a commercial
• “Students of Words”
– Know meanings as well as derivations

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 Advertising Style
• Characteristics of good ad writing:
– Succinct and single-minded (one selling point)
– As simple as possible
– Tight
• Practical tips for writing effective copy
– Be succinct
– Be specific
– Get personal
– Keep a single focus
– Be conversational
– Be original
– Use variety
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 Copywriting for
Print

• Print ads are created in two pieces: a

copy sheet and a layout
• Copy elements
– Two categories of copy in print
advertising
• Display copy: headlines, subheads,
call-outs, taglines, slogans, calls to
action
• Body copy: text, ad message, captions

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 The Copywriter’s
Toolkit
• Most common tools in the
copywriter’s toolkit:
– Headline
– Overlines and underlines
– Body copy
– Subheads
– Call-outs
– Captions
– Taglines
– Slogans
– Call to action

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Table 12.1, p 335
 How to Write
Headlines
• Headline works with the visual to get
attention and communicate the
creative concept
• The key element in print advertising
– Conveys the main message
– Most widely read part of the ad
• Should be understood at a glance and
convey exactly the right idea

Tips for Award-winning headlines

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 How to Write
Headlines

• Two general categories of

headlines
– Direct headlines: straightforward
and informative
– Indirect headlines: don’t provide as
much information but may be better
at drawing the reader to the message

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 Direct and Indirect
Headlines
• Direct action
– Assertion: a headline that states a claim or a
promise that will motivate someone to try the
product
– Command: politely tells the reader to do
something
– How-to-heads: people are rewarded for
investigating a product when the message
tells them how to use it or how to solve a
problem

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 Direct and Indirect
Headlines
• Indirect headlines
– Puzzles: ambiguous statements
or questions require the reader
to examine the body copy to get
the answer or explanation
– Associations: use image and
lifestyle to get attention and
build interest

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 How to Write
Other Display Copy
• Captions
– Second highest readership (after
headlines)
– Captions explain what is happening in
photos
• Subheads
– Sectional headlines used to break up
copy and lure the reader into body copy

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 How to Write
Other Display Copy
• Taglines: short, catchy phrases at the
end of an ad used to complete or wrap
up an idea
• Slogans: repeated from ad to ad as
part of a campaign or a long-term
brand identity effort
– Use a startling or unexpected phrase, use
rhyme, rhythm, or alliteration, use
parallel construction
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 Writing for the Web

• Web writer is challenged to attract

people to the site and to manage a
dialogue-based communication
experience
• The rules are still being written
• Challenge for Web advertisers
– Understand the user’s situation
– Design messages that fit the user’s needs

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 Tips for Writing for
the Web
• Banners
– Small box ads with text, images,
and animation
– Key to stopping surfers is vivid
graphics and clever phrases

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 Tips for Writing for
the Web
• Copywriter might consider:
– Offering a deal promising a discount or
freebie
– Using involvement devices such as a
challenge or contest
– Changing the offer frequently, perhaps
daily
– Keeping the writing succinct

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