Copywriting and Design课件.ppt

Copywriting: The Language of Advertising Four types of ads in which words are crucial If the message is complicated If the ad is for a high-involvement product Information that needs definition and explanation If a message tries to convey abstract qualities Copywriter The person who shapes and sculpts the words in an ad 精品文档 This Norwegian ad is somewhat copy intensive, but uses copy for artistic purposes 精品文档 Advertising Writing Style Copy should be as simple as possible Should have a clear focus and try to convey only one selling point Every word counts; space and time are expensive Practical Tips Be succinct Be single-minded Be specific Get personal Keep a single focus Be controversial Be original Use variety Use imaginative description 精品文档 Copywriting for Print Display copy Elements readers see in their initial scanning Body copy Elements that are designed to be read and absorbed The Headline Key element in print advertising Conveys the main message Works with the visual to get attention and communicate creative concept 精品文档 How to Write Headlines A good headline will attract those who are prospects The headline must work in combination with the visual to stop and grab the reader’s attention The headline must identify the product and brand, and start the sale The headline should lead readers into the body copy Direct-action headlines Indirect-action headlines 精品文档 Headlines Can be Grouped Into Two General Categories Direct Action Indirect Action Puzzles Associations Assertion Command How-to Statements News Announcements Types of Headlines 精品文档 How to Write Other Display Copy Captions Have the second-highest readership and serve an information function Subheads Sectional headlines used to break up a large block of copy Taglines Short, catchy, memorable phrases used at the end of an ad to complete the creative idea Slogans Repeated from ad to ad as part of a campaign or long-term brand identity effort 精品文档 How to Write Body Copy Body copy The text of