Presentation32

Writing Advertising

Copy

!

Key Element of All Ads?

Appeal.

Pathos---emotional appeal

This type of ad suggests that the receiver can benefit—become happier, healthier, sexier, more attractive, more successful or richer in any number of qualities if he or she behaves in a specific way.

Ethos—appeal to what is right

Logos—appeal to reason

Identify the rhetorical appeal:

Identify the rhetorical appeal:

Identify the rhetorical appeal:

Identify the rhetorical appeal:

Identify the rhetorical appeal:

Positioning An attempt to carve out a special niche for

the advertiser in the minds of the public.

Identify the positioning of the following ad:

Identify the positioning of the following ad:

Identify the positioning of the following ad:

Slogans Matter I can’t believe I ate the whole thing!

M’m! M’m! Good!

A diamond is forever.

Breakfast of Champions

Just do it!

Obey your thirst.

Branding Branding is an effort to create instant

identification of the organization and association with what it does and is.

Behavior

Understanding what people think and do in different parts of society is critical to developing credible advertising.

Good advertising copy is a complex blend of

information (facts) and appeal (emotion)

Basic Guidelines for Writing Advertising Copy

Purpose

Objective Facts

The Publics

Media

The Creative Approach

Visualization

Language

Repetition

Purpose

A clear understanding of what you want to accomplish

Objective Facts

Know the pertinent facts about the product and its opposition

The Publics Wants, Needs and Values

Media—know the requirements

Previous Information Builds a Copy Platform A copy platform is a succinct document that

spells out pertinent information about the public and contains a simple statement of creative strategy.

Push and Pull Tactics

Push tactic—placing an ad where it will be exposed to the publics you want to reach—a downward message system to the consumer

Pull is an upward message from the consumer, stimulated by a number of tactics creating interest or demand from the consumer

Visualization Think in visual terms

as well as verbal.

Language

Use language your publics will understand.

Repetition

Repeat the essential point of your message at least three times in your ad.

Copywriting for Print Media

Attention

Interest

Desire

Credibility

Action

Attention

Command attention with the headline and the visual design---these elements should provide your publics a benefit

Interest Heighten interest by

making sure the copy flows from the ad’s headline.

Elements of a Print Ad

Visual –drawing or image

Title - the main headline

Copy -body of the text

Signature- (Advertisers name, contact information)

Extras – coupon, free sample