moriarty8emedia13Copywriting

1、copywritingadvertising principles and practicesprentice hall, 200913-2 what basic style of writing is used for advertising copy? which copy elements are essential to a print ad? how can we characterize the message and tools of radio advertising? what is the best way to summarize the major elements o

2、f television commercials? how is web advertising written? following on the heels of the “does a body good” campaign, “got milk” tried to make drinking milk cool. the campaign was created in california in 1993 to turn around a 15-year decline in consumption. the campaign won several awards and milk s

3、ales rose from 740 to 755 million gallons in one year. visit the siteprentice hall, 200913-3prentice hall, 200913-41.if the message is complicated2.in ads for high-involvement products3.information that needs definition and explanation4.if a message tries to convey abstract qualitiesprentice hall, 2

4、00913-5 copywriter the person who shapes and sculpts the words in an ad marketing, english, literature background they love words, have a sense of “voice” and tone, and are versatile copy the text of an ad words people say in a radio or tv commercialprentice hall, 200913-6 copy should be as simple a

5、s possible. write the way your target audience thinks and talks, using direct address.principle: effective copy is succinct, single-minded, and tightly focused.video snippetdunkin donuts accessible brand and conversational ad copy connects with consumers.prentice hall, 200913-7 be succinct be single

6、-minded be specific get personal keep a single focus be conversational be original use variety use imaginative descriptionprentice hall, 200913-8 tone of voice write to the target audience, as if in conversation with one person grammar sometimes use incorrect grammar for effect adese clichs, superla

7、tives, stock phrases, and vague generalities that violate the guidelines for effective copy brag and boast copy“we” focused and pompousprentice hall, 200913-9 display copy elements readers see in their initial scanning headlines, subheads, call-outs, taglines, and slogans body copy elements that are

8、 designed to be read and absorbed text of the ad message, captions, call to action prentice hall, 200913-10 they convey the main message, get attention, and communicate the concept they must also: attract only prospects work with the visual to stop and grab readers attention identify product and bra

9、nd; start the sale lead readers into body copyprinciple: good headlines interrupt readers scanning and get their attention.prentice hall, 200913-111. direct action (straightforward and informative) assertion command how-to heads news announcements2. indirect action (draw reader in, build brand image

10、) puzzles associations also, “blind headlines”prentice hall, 200913-12 captions second highest readership provide information subheads lead reader into copy larger than body copy taglines short, catchy, memorable complete or wrap up creative idea slogans repeated from ad to ad reinforce brand identi

11、typrentice hall, 200913-131.together we can prevail2.imagination at work3.communication without boundaries4.a mind is a terrible thing to waste5.our challenge is life6.know how7.a business of caring8.melts in your mouth, not in your hands9.always surprising10.inspire the next11.when you care enough

12、to send the very best12.where patients come first13.can you hear me now?14.for successful living15.inspiration comes standard16.when it absolutely, positively has to be there overnighta.merckb.bristol-myers squibbc.hallmarkd.swatche.avayaf.hitachig.verizon*h.cignai.fedexj.dieselk.canonl.chryslerm.m&

13、msn.united negro college fundo.aventisp.geanswers to companies: 1:b. bristol-myers squibb; 2:p. ge*; 3:e avaya; 4:n. united negro college fund*; 5:o. aventis; 6:k. canon; 7:h. cigna; 8:m. m&ms*; 9:d. swatch; 10:f.hitachi; 11:c. hallmark*; 12:a. merck; 13:g. verizon*; 14:j. diesel; 15:l. chrysler; 16

14、:i. fedex*.prentice hall, 200913-14 advertising week winning slogans every year and post them in their walk of fame.visit the siteprentice hall, 200913-15direct address: “have it your way; “think small.”a startling or unexpected phrase. the nynex campaign used, “if its out there, its in here,” which

15、 is an example of a twist on a common phrase that makes it unexpected.rhyme, rhythm, alliteration. uses repetition of sounds, as in the wall street journals slogan“the daily dairy of the american dream. ”parallel construction. uses repetition of the structure of a sentence or phrase; morton salts “w

16、hen it rains, it pours.”cue for the product: folgers “good to the last drop;” john deeres “nothing runs like a deere,” wheaties “breakfast of champions” music: “in the valley of the jolly, ho-ho-ho, green giant.”combination (rhyme, rhythm, parallel): “its your land, lend a hand,” slogan for take pri

17、de in america.prentice hall, 200913-16 body copy maintain interest of reader persuasive heart of message sales message, argument, proof, explanation writing styles straightforward narrative dialogue explanation translationprentice hall, 200913-17 lead paragraph first paragraph of body copy catches t

18、he readers attention closing paragraph last paragraph of body copy refers back to creative concept wraps up the big idea includes a “call to action”prentice hall, 200913-18 all media in the print category all use the same copy elements the way these elements are used varies with the objective for us

19、ing the mediumprentice hall, 200913-19newspapers less intrusive medium ads more straightforward and informativemagazines better ad production more informative, longer copydirectories focus on service or store personality little space for explanation; keep it simpleposters and outdoor advertising cre

20、ative concept marries words and visualproduct literature detailed copy about a product, company, or eventprentice hall, 200913-20 short: 10, 15, 30, or 60 seconds simple enough for consumers to grasp; intriguing enough to prevent switching creativity is key to breaking through clutter theater of the

21、 mindprentice hall, 200913-21voice announcer or charactermusic creates a mood, establishes a setting jingles are catchy, “hummable”sound effects (sfx) “libraries,” cds, onlineprinciple:radio copywriters try to match the conversational style of the target audience.prentice hall, 200913-22 keep it per

22、sonal speak to listeners interests wake up the inattentive make it memorable include call to action create image transferprentice hall, 200913-23visit the sitethe rab is the sales and marketing arm of the radio industry.prentice hall, 200913-24 the script contains the words, dialogue, lyrics, sound

23、effects, instructions, and descriptions to help the producer create the commercial as the copywriter imagined. sources of audio are on the left. words, dialogue, description of sound effects and music are on the right. prentice hall, 200913-25 moving images makes tv more engaging than print the chal

24、lenge is to fuse the images with the words to tell a storyprinciple: in great television commercials, words and pictures work together seamlessly to deliver the creative concept through sight, sound, and motion.prentice hall, 200913-26techniqueaction: when you watch television, you are watching a wa

25、lking, talking, moving world that gives the illusion of being three-dimensional.demonstration: seeing is believing. believability and credibilitythe essence of persuasionare high because we believe what we see with our own eyes.storytelling: most of the programming on television is narrative so comm

26、ercials use storytelling to take advantage of the mediums strengths.emotion: the ability to touch the feelings of the viewer makes television commercials entertaining, diverting, amusing, and absorbing. real-life situations with all their humor, anger, fear, pride, jealousy, and love come alive on t

27、he screen. humor, in particular, works well on television.message designgood television advertising uses the effect of action. torture tests, steps, and procedures are all actions that are easier to present on tv than in print.if you have a strong sales message that lends itself to demonstration, su

28、ch as “how-to” messages, then television is the ideal medium for that message.tv is our societys master storyteller because of its ability to present a plot and the action that leads to a conclusion in which the product plays a major role. tv can dramatize the situation in which a product is used an

29、d the type of people using it. stories can be riveting if they are well told, but they must be imaginative to hold their own against the programming that surrounds them.emotional appeals are found in natural situations that everyone can identify with. hallmark has produced some tear-jerking commerci

30、als about the times of our lives that we remember by the cards we receive and save. kodak and polaroid have used a similar strategy for precious moments that are remembered in photographs.prentice hall, 200913-27video a key frame summarizes the main ideaaudio music, voices, sound effects voice-over

31、off cameraother tv tools setting, casting, costumer, propstalent announcers, spokespersons, character types or celebritiesprentice hall, 200913-28copywriters plan :10, :15, :20, :30, :60 number of scenes; shots in each scene key visual: the image that sticks in the mind where/how to shoothow much pr

32、oduct info?pace: fast or slow?level of controversy and intrusivenessprentice hall, 200913-29whats the big idea?whats the benefit and who benefits?how can you turn that benefit into a visual element?how can you gain the viewers interest in the first three seconds?how can you focus on a key visual? is

33、 the commercial single-minded?observe rules of good editingis the product identified and shown in close-up at the end?prentice hall, 200913-30scriptthe written version of the commercialprepared by the copywriterstoryboardthe visual plan or layout of the commercialprepared by theart directorphotoboar

34、duses photos instead of art for imagesprentice hall, 200913-31doritos: checkout girl:30 secondsvideointerior grocery store at check out registera regular guy customer at the check out register buys bags and bags of doritos. the odd, off-beat checkout girl asks in a monotone voice: action starts mell

35、ow, then builds. she scans the first bag of doritosshe scans another bag.he smiles, thinks shes kind of nuts. she scans another.she composes herself. hes weirdly turned on now. she scans another.flirting, he growls back to her.now shes super frisky! scans another!cut to: exploding doritos bag!cut ba

36、ck to: interior grocery store at checkout registersound of microphone feedback as the checkout girl grabs the microphone at the register. she looks like shes been through the ringer.- doritos: checkout girl:30 secondsaudiocheckout girl: paper or plastic?guy: papers finecheckout girl: i like theseche

37、ckout girl (contd): oh, nacho cheese. (chest bang) old school.checkout girl (contd): fiery habanero. (passionately yells) yeah! those are hot!checkout girl (contd): oh, salsa verrrrrrde. arrgh! (tiger sound)guy: arrrrrrrrrr.checkout girl: blazin buffalo and ranch! giddy up!sfx: microphone feedbackch

38、eckout girl im gonna need a clean up on register six.sfx: she chomps into a doritos chipcrunch. prentice hall, 200913-32more interactive than any other mass mediummore like two-way communication.the copywriters challenge: to attract people to the site and manage dialogue-based communication.the adve

39、rtisers challenge: to understand the users situation and design messages that fit the users needs. principle: to write great copy for the web, copywriters must think of it as an interactive medium and open up opportunities for interaction with the consumer.prentice hall, 200913-33ways copywriters ma

40、ke ads stand out amidst the clutter and grab attention. offering a deal like a discount or a freebie. using an involvement device like a challenge or contest. changing the offer frequently, even daily. keeping the writing succinct for surfers short attention focusing surfers attention by asking ques

41、tions or offering knowledge they can use. use the ad to solicit information and opinions.banner ads can remind or invite viewers to click.the product or brand should be immediately clear.prentice hall, 200913-34they create awareness and interest in a product and build a brand image.good copywriting

42、works well in any medium, including the internet.other web ad formats include games, pop-up windows, daughter windows, and side frames.prentice hall, 200913-35 language affects the creation of the advertising. standardizing copy by translating for a foreign market is dangerous. solutionuse bilingual

43、 copywriters use back translationdiscussion questionsprentice hall, 200913-37 creative directors say the copy and art must work together to create a concept. consider all the ads in this chapter and the preceding chapter and identify one that you believe demonstrates that principle? explain what the

44、 words contribute and how they work with the visual. prentice hall, 200913-38 one principle of print copywriting is that the headline catches the readers eye, but the body copy wins the readers heart and mind. find an ad that demonstrates that principle and explain how it works.prentice hall, 200913-39 a principle of tv message design is that television is primarily a visual medium. however, very few television commercials are designed without a vocal element (actors or announcers). even the many comme