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Copywriting(Continued)

Lecture 24

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Recap

I. Chapter Key PointsII. Copywriting: The Language of

AdvertisingIII. Copywriting for Print

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How to Write Radio Copy

• Must be simple enough for consumers to grasp, but intriguing enough to prevent them from switching the station

• Ability of the listener to remember facts is difficult

• Theater of the mind– The story is visualized in the listener’s imagination

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How to Write Radio Copy

• Voice• Music• Sound effects

Radio Guidelines• Keep it personal• Speak to listener’s

interests• Wake up the

inattentive• Make it memorable• Include call to

action• Create image

transfer

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How to Write Television Copy• Moving action makes television so much more

engaging than print• The challenge is to fuse the images with the

words to present a creative concept and a story

• Storytelling is one way copywriters can present action in a television commercial more powerfully than in other media

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Tools of Television Copywriting

• Video• Audio• Voice-over• Off camera• Other TV Tools• The copywriter must describe all of these in

the TV script

Talent• Announcers• Spokespersons• Character types• Celebrities

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Planning the TV Commercial

• What’s the Big Idea• What’s the benefit• How can you turn that benefit into a visual

element• Gain the viewer’s interest• Focus on a key visual• Be single minded• Observe rules of good editing• Try to show the product

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Planning the TV Commercial

• Copywriters must plan– Length of the commercial– Shots in each scene– Key visual– Where and how to shoot the commercial

• Scenes– Segments of action that occur in a single location

• Key frames– The visual that sticks in one’s mind

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Scripts and Storyboards

• Script– The written version of the commercial’s plan– Prepared by the copywriter

• Storyboard– The visual plan or layout of the commercial– Prepared by the art director

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Writing for the Web

• More interactive than any other mass medium• Copywriter challenged to attract people to the

site and manage a dialogue-based communication experience

• Banners– Most common form of online advertising

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Writing for the Web

• Web ads– Create awareness and interest in a product and

build a brand image– Focus on maintaining interest

• Other Web formats– Games– Pop-up windows– Daughter windows– Side frames

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Copywriting in a Global

Environment• Language affects the creation of the

advertising• Standardizing copy content by translating the

appeal into the language of the foreign market is dangerous

• Use bilingual copywriters who can capture the essence of the message in the second language– Back translation

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Summary

I. How to Write Radio CopyII. How to Write Television CopyIII. Writing for the WebIV. Copywriting in a Global

Environment

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Reference

• Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND.