COPYWRITING

• Awkash Lunju• Bintang Suwanda• Dina Desiana• Fany Rifkoh• Melia• Niaratna Apsari

Members of the group

POND’SFlawless White

Love Conquers All

Guidelines for writing television copy

1. Use the video2. Support the video3. Coordinate the

audio with the video

4. Entertain but sell the brand

5. Be flexible

6. Use copy judiciously

7. Reflect the brand’s personality and image

8. Build campaigns

Use the video• Yes, the ad of

Pond’s Flawless White (Love Conquers All)

• The video supports the product because the storyline about a woman’s story.

Support the video

• The ad presents a storyline that makes the viewers know the greatness of ponds within 7 days.

Coordinate the audio with the video

• Yes, the audio supports the video (with the drama effect sound). There’s no verbal communication. The music supports the video in every situation, like when there’s a happy scene the music plays happy tunes. When there’s sad scene the music plays sad tunes. When Tom’s mother is angry, there’s a loud tunes.

Entertain but sell the brand

• The advertisement can entertain some viewers (who love drama, ex: mothers & women ) and sell the brand.

Before After

Be flexible• Yes, this video is flexible for

consumer and customer (include the men who want to buy it for their wife or women).

Use copy judiciously• There’s no verbal

communication in this ad but this video is able to show this product works in 7 days.

Reflect the brand’s personality and image

• Yes, the ad reflects the brand’s personality and image with the concept “White is Beautiful”.

Build campaigns• Campaign: white is beautiful and

flawless (its their standard of beauty).

Thank you