Writing an ad copy
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This document discusses key concepts in advertising including the purpose of advertising copy to persuade and motivate audiences. It outlines important considerations for crafting advertisements like understanding the audience, their demographics and psychographics. Elements of the product being advertised and formats for broadcast commercials are examined. The document also explores different types of advertising appeals including ethical, logical and emotional appeals. An activity is described where students analyze a picture to come up with a product and advertising approach, and an assignment is given to write a 30 second TV script.
Writing an ad copy
- 1. Tricia S. Aguirre Humanities Department College of Arts and Sciences University of San Agustin
- 2. Advertising Copy Purpose •Persuade •Motivate
- 3. Advertising is based on the assumption that words have the power to produce a change in thinking, attitudes, beliefs, and ultimately behavior.
- 5. The Audience •One using the product. •One not using the product but are most likely to.
- 6. Demographics •Age •Gender •Income •Education •Marital status
- 7. Psychographic Variables These are values and attitudes of people and how they feel toward various things in their environment
- 8. The Product •what the product does •physical characteristics of the product •history and reputation of the product ( established in the year____) •manufacturer of the product •price •competition •social aspects – is the ad appropriate or not?
- 9. Elements in Writing Advertising for Broadcast •Voice •Sound effects •Music •Pictures •Visual Effects
- 10. Two Basic Formats in Broadcast Commercials 1.Dramatic Formats emphasize action on the screen within the script. • Problem resolution – presenting the problem and then resolving the problem • Slice of life – shows people doing things in which the advertised product is involved • Documentary/demonstration – demonstrating how the product works in comparison to the competition • Fantasy – putting people and products in unreal and abnormal situations; includes the use of animation
- 11. 2. Announcer Formats are those in which the announcer is the main character, or one of the main character • The spokesperson – may range from celebrities to unknown but real people • Testimonial – based on the person’s credibility and on how he/she appreciated the effect of the product
- 12. Advertising Appeals •Ethical Appeal relates the concept of the product or the manner in which the product is presented to the audience’s ethical values ( i.e. testimonial)
- 13. •Logical Appeal is a persuasion based on facts, attempting to convince the potential buyer that the product or service fills a logical need. Advertising Appeals http://www.youtube.com/watch?v=ka DsIOh5its (Nescafe Summer)
- 14. Advertising Appeals •Emotional Appeal does not mean one that evokes laughter or tears, but one that appeals to the non-logical, non-intellectual aspects of the viewer’s or listener’s personality. http://www.youtube.com/watch?v=ljy- TcplGug (Karen)
- 15. ACTIVITY: •Look at the picture very carefully . •Think of what possible product is best associated with the picture. • Imagine the kind of appeal you are going to use. • Identify your target market. • You have 10 minutes.
- 16. ASSIGNMENT: • Write a TV script using the information that you have derived from the activity. • Length: 30 seconds • Requirements: • MSC Bed • Two talents • Graphics * Submission: Nov. 26, 2008
- 17. Thank you