《广告学 Advertising》课件-CH12_V97.ppt

Lecture Presentation Series The Creative Team Copywriting and the Creative Plan Copywriting for Print Advertising The Headline The Subhead The Body Copy Copywriting for Cyberspace Copywriting for Broadcast Advertising Writing Copy for Radio The Radio Production Process Effective Television Copy Common Mistakes in Copywriting The Copy Approval Process Advertising, 2E; OGuinn, Allen, and Semenik (c) 2000 South-Western College Publishing Thomas C. O’Guinn Chris T. Allen Richard J. Semenik Chapter Twelve OH 12-1 Creative Team Creative Concept Art Director Copywriter OH 12-2 Copywriting is the process of expressing the value and benefits a brand has to offer A creative plan is the guideline that specifies the message elements of advertising copy OH 12-3 The headline The subhead The body copy Never change typeface Never rely upon body copy Keep it simple familiar Make it persuasive Appeal to self-interest Inject maximum information Limit to five-eight words Include the brand name Entice to read body copy Entice to examine visuals Guidelines: Purposes: Gives news about the brand Emphasizes brand claims Gives advice to the reader Selects targeted prospects Stimulates curiosity Establishes tone emotion Identifies the brand OH 12-4 OH 12-5 Consists of a few words or a short sentence Usually appears above or below the headline Includes additional brand information Print size between that of the body and headline Can communicate more complex selling points May stimulate investigation of the entire ad Is usually more appropriate with longer body copy Straight-line copy Dialogue Testimonial Narrative Direct response copy Techniques: Guidelines: OH 12-6 Utilize present tense verbs Use singular verbs nouns Make use of active verbs Use familiar words phrases Vary sentence lengths Involve the reader Support the unbelievable Avoid clichés superlatives OH 12-7 Closer to print than to television copy Interactivity changes involvem