chap12 adv test 2
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52 terms
Terms | Definitions |
|---|---|
 copywriter | the person who shapes or sculpes the word of an advertisement |
| copy | is the text of an ad or the words people say in a comerical |
| Be succinct (short words) Be single-minded Be specific Get personal "You" Be conversational Everyday language Be original (avoid cliches) Use variety (music and visual changes) "Legs" | Writing Effective Copy |
| Tone of Voice Grammar (think different) Clichés (vauge gereralities) brag and boast copy buick commercial | Advertising Writing Style |
| copy sheet and layout | two pieces of a print advertisement |
| Display copy | Elements readers see in their initial scanning Headlines, subheads, call-outs, taglines, and slogans |
| body copy | Elements that are designed to be read and absorbed Text of the ad message, captions, call to action Persuasive heart of message Writing Styles Explanation Translation (Hg tech/medical) |
| headline | the _____ is the key element in print advetising... convey main message so people to get the point, works with visual to get attention and get across creative concept, 20% read beyond must indefify product and brand and start of sale, should lead readers into the body copy |
| Headline (p. 360) | The title of an ad; it is display copy set in large type to get the reader's attention |
| Overlines (p. 361) | Smaller than headline but larger than copy.. Text used to set the stage and lead into the headline of copy. above headline |
| Underlines (p. 362) | Smaller than headline but larger than copy Text used to elaborate on the idea in the headline and serve as a transition into the body copy. after headline |
| Body copy (p. 360) | The text of the message. usually smaller sized type and written paragraph used to explain the idea or selling purpose |
| Subheads (p. 363) | Sectional headlines that are used to break up a mass of "gray" type in a large block of copy usually bold or larger to than body copy help when readers scan |
| Call-out (p. 361) | A block of text separate from the main display copy and headline where the idea is presented. sentences that float around visual and they name and explain |
| Captions (p. 363) | Text which explains what is happening in a corresponding photo or illustration, caption are not used often in advertising because visuals are assumed to be self explantory however they have the second highest percentage of readership, call-outs |
| Tag lines | a short phrase that wraps up the key idea or creative concept , that usually appears at the end of the body copy, if often refers back to the headline |
| slogans | a distictive phrase that serves as a motto for a campaign or company |
| call to action | the line at the end of an ad that encourages people to respond and gives info on how to respond |
| Direct Action | (straightforward/ informative) in links brand to benifit, highly targeted but may fail to lead reader into message (the power to stop pain |
| Indirect Action | (draw reader in, build brand image) "blind headlines" |
| Assertion | "direct" states a claim or a promise |
| command | "direct" politely tells reader to do something |
| How-to-Heads | "direct" tells them how to use product or how to solve a problem |
| news announcment | new product introductions, but also with changes, new styles or uses |
| puzzles | "indirect" used stirictly for curriosity and provactive power, puzzing statements and questions get the reader to examine body copy to get explantion to get answers used to pull them into body copy |
| assocation | "indirect" uses image and lifestyle to get attention and build intrest |
| copy writers slogan teqniques | direct address- have it your way startling or unexpected phrase-"if its out there its in here" ryme ryhthm, alliteration-use op repition souds |
| more copy wirter slogan techniques | parrell constuction- uses repition of the stucture of a sentece "when it rains it pours" cue for product- "good to last drop" breakfast of champs music "green giant" combination (rhyme rythm, parrell) " its you land, lend and hand" |
| staightforward | writing style factual copy usuallywritten in the word of anonymous or unacknowledged source |
| narrative | writing styles tells a story 1st(me) 2nd (you) 3rd (him) "if you let me play" |
| dialouge | more suited for brodcast, lets reader listen in on conversation |
| explantion | writing style explains how something works |
| translation | techical information written for the high tech medical industries |
| lead paragraph body copy | people test message to see if they wanna read it |
| closing paragraph | refers back to creative concept wraps big idea includes call to action |
| newspapers | staight forward and informative not intrusive |
| magazines | important for brandimage high fashion advertising, more infor longer copy |
| directories | little space keep simple |
| poster outdoor advertising | creative concept marries words with visuals |
| product litature | colleratial materalis detailed copy, used in support of advetising campaign broschores, flyers, bumper stickers |
| short, simple to grasp, intriguing to stop switching, theater of the minds (the story is visualized in the listener's imagintion.) | how to write for radio |
| voice | most important character in radio advertising , spoken dialoufee, announcements, helps readers "see" characters in commercial. |
| music in radio | to create mood or establish mood, jingles are catchy |
| sound effects | horns honking etc |
| keep it personal speak to listerners interest wake up the inattentive make it memorable create image transfer (linking radio to tv commercial) images from tv are seen in head include call to action | what are some radio tips |
| moving images, fusing images with words to tell story demostraion seeing is believing emotion the ability to touch the viewers | writing telivsion copy |
| video | a key frame summarizes main idea |
| audio | music vocices, sound effect, voice over |
| other tv tools AND TALENT | setting cating, costumer props ANNOUNCER SPOKEPERSON, CHARACTER TYPES, CELEBERTIES |
| tv scipt | prepared by copy writer storyboard drawn by art director director |
| story board | visual plan or layout of commercial must match script |
| banners | most common online ads copywirter must think about offering deal using involvment changing offer a lot keeping writing to the point focus attention using it to solict information |
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