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Chapter 6 Copywriting
Cielo McClainon 11 March 2013
Transcript of Chapter 6 Copywriting
to communicate a whole message. Attention getting & Memorable "MAGIC WORDS" Copywriter + Creative Director / Art Director BIG IDEA comes to life in the interaction between words and pictures "Live from the source."
CNN Turkey won a Cannes Outdoor Bronze Lion award last 2011 for this ad depicting Obama reporting in front of the Capitol. Awards: Cannes Lions 2010 Outdoor Grand Prix
Andy Awards 2010 PRINTED MATERIALS Winners
Advertiser: Diesel I Advertising Agency: Anomaly London I Business sector : Clothing & footwear Words are very crucial to these
4 TYPES OF ADVERTISEMENTS: 1.COMPLEX
4.ABSTRACT THE COPYWRITER The person who shapes and sculpts the words in marketing communication. Copy text of an ad or the words
people say in a commercial. KILLER POET knows the meanings, derivations, moods, and
feelings of words and reverberations and
vibrations they create in a reader's mind. uses words that whip, batter,
plead, sob, cajole, and impress. Title, lattice, lily, Illinois, intellect are all lean and lanky. Hog, yogurt, bomb, pot, bun sop are short and fat. In addition to having an ear for the perfect phrase,
copywriters listen to the way people talk and identify the tone of the voice that best fits the target audience and brand. VERSATILITY ..the power of words remains strong even with new visual media. The copy should be concise, precise,
and create an unexpected expression. The Art and Science
of Names The most important word selection in marketing communications is the brand or corporate name. "uncola position" for 7-Up Avis claiming "No.2 We Try Harder." T & K suggest effectiveness X & Z relate to science C, L, R, P & S are calming and relaxing Z means speed Advertising Writing Style copy should be as simple as possible has a clear focus conveys only one selling point Advertising writing is tight. conversational personal language & direct address How to Write Effective Copy Be succinct
Keep a single focus Be conversational
Use magic words/phrases Use variety
Use imaginative description
Tell a story
Use of voice Molson Beer's "The Rant" part of I Am Canadian campaign won an advertising industry Gold Quill award in 2001. Grammar & Adese Apple's "Think different" Formulaic advertising copy doesn't get attention & is not memorable instead of "Think differently." Cliches, superlative & puffery: Expect the unexpected The best just got better. A once in a lifetime opportunity The best kept secret in… Back by popular demand. Cutting edge The Strategy Imperative How is copy created for print? DISPLAY COPY & BODY COPY includes all elements that readers see
in their initial scanning. headlines, subheads, call-outs,
taglines, and slogans. includes the elements that are designed
to be read and absorbed. text of the ad message
and ad captions. How to write 1. The point has to be clear. 2. Catchy phrases 3. Sure target 4. Stop and grab 5. Identify 6. Scanning to reading HEADLINES Direct-action Headlines & Indirect-action Headlines Assertion Command How-to heads News announcements Puzzles Associations Blind Headlines doesn't give enough information boring Subheads Taglines Slogans How to write body copy Straightforward Narrative Dialogue Explanation Translation Print Media Requirements Same elements with different ways of use. Newspapers straightforward and informative Magazines can be more informative and carry longer ad copy Posters & billboards words married with the visual brevity HOW IS COPY RADIO? WRITTEN FOR usually 15, 30 or 60 secs 10-15 secs spots for brand reminders
or station identification simple &
intriguing listener's imagination Tools of Radio Copywriting Voice Music Sound effects Keep it personal Speak to listener's interests Wake up the inattentive Make it memorable Include call to action Create image transfer How to write Television Copy the perfect combination of Sight & Sound Techniques Action Demonstration Emotion Storytelling Tools of Television Copywriting Video & Motion Audio Dialogue Music Others What's the Big Idea What's the benefit? How can you turn that benefit into a visual element? How can you gain interest? How can you focus on a key visual? Is the commercial single-minded? Is the product identified and shown? Script & Storyboard COPYWRITING FOR THE INTERNET Interactive Two-way Communication No to verbosity. Websites Banners Internet Ads "Interactivity increases brand recall
63% more than non interactive ads." Barnum Sulley Research 2010 Quick Review Bilingual Copywriters The solution: In a Big Idea the meaning emerges from
the way the words and images reinforce
one another. High Involvement Explanation Abstract ""I always pretend that I’m sitting beside
a woman at a dinner party, and she asks
me advice about which product she should
buy and where she should buy it. So then
I write down what I would say to her. I give
her the facts, facts, facts. I try to make them
interesting, fascinating if possible, and
personal – I don’t write to the crowd. I try
to write from one human being to another
human being in the second person, singular.." Visual and words together should communicate a whole message that is greater than the sum of it's parts. A Quick Review Visual and words should communicate a whole message greater than the sum of it's parts. Copy driven ads convey the advertising message primarily with WORDS.
Visual driven ads convey the ad message primarily through the VISUAL. Determining if an ad should be copy-drive or visually driven. Does the audience prefer or to look at pictures?
Are the words interesting enough for people to read them?
Is the visual compelling enough to stop people and grab their attention?
If the ad will be used internationally, is it wiser to more visual than verbal?
Is the convention of a headline plus a visual still viable?
Are there other intelligent ways to think of words as part of the ad message?