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This document provides guidance on writing effective advertising copy. It discusses key elements like appealing to emotions (pathos), credibility (ethos), and reason (logos). It also covers positioning a product in the consumer's mind, the importance of slogans and branding, understanding consumer behavior, and guidelines for crafting the copy like having a clear purpose and understanding the target audience. The document stresses using repetition, visualization, and language consumers can understand to grab attention, build interest, and motivate action.
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- 2. Key Element of All Ads?Appeal.
- 3. Pathos---emotional appeal This type of ad suggests that the receiver can benefit—become happier, healthier, sexier, more attractive, more successful or richer in any number of qualities if he or she behaves in a specific way.
- 4. Ethos—appeal to what is right
- 6. Identify the rhetorical appeal:
- 7. Identify the rhetorical appeal:
- 8. Identify the rhetorical appeal:
- 9. Identify the rhetorical appeal:
- 10. Identify the rhetorical appeal:
- 11. PositioningAn attempt to carve out a special niche for the advertiser in the minds of the public.
- 12. Identify the positioning of the following ad:
- 13. Identify the positioning of the following ad:
- 14. Identify the positioning of the following ad:
- 15. Slogans MatterI can’t believe I ate the whole thing!M’m! M’m! Good!A diamond is forever.Breakfast of ChampionsJust do it!Obey your thirst.
- 16. BrandingBranding is an effort to create instant identification of the organization and association with what it does and is.
- 17. Behavior Understanding what people think and do in different parts of society is critical to developing credible advertising.
- 18. Good advertising copy is a complex blend of information (facts) and appeal (emotion)
- 19. Basic Guidelines for Writing Advertising CopyPurposeObjective FactsThe PublicsMediaThe Creative ApproachVisualizationLanguageRepetition
- 20. PurposeA clear understanding of what you want to accomplish
- 21. Objective Facts Know the pertinent facts about the product and its opposition
- 22. The PublicsWants, Needs and Values
- 24. Previous Information Builds a Copy PlatformA copy platform is a succinct document that spells out pertinent information about the public and contains a simple statement of creative strategy.
- 25. Push and Pull TacticsPush tactic—placing an ad where it will be exposed to the publics you want to reach—a downward message system to the consumerPull is an upward message from the consumer, stimulated by a number of tactics creating interest or demand from the consumer
- 26. VisualizationThink in visual terms as well as verbal.
- 27. Language Use language your publics will understand.
- 28. Repetition Repeat the essential point of your message at least three times in your ad.
- 29. Copywriting for Print MediaAttentionInterestDesireCredibilityAction
- 30. Attention Command attention with the headline and the visual design---these elements should provide your publics a benefit
- 31. InterestHeighten interest by making sure the copy flows from the ad’s headline.
- 32. Elements of a Print AdVisual –drawing or imageTitle - the main headlineCopy -body of the textSignature-(Advertisers name, contact information)Extras – coupon, free sample