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Copywriting (Continued). Lecture 24. Recap. Chapter Key Points Copywriting: The Language of Advertising Copywriting for Print. How to Write Radio Copy. Must be simple enough for consumers to grasp, but intriguing enough to prevent them from switching the station

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Presentation Transcript
  • Chapter Key Points
  • Copywriting: The Language of Advertising
  • Copywriting for Print
how to write radio copy
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
how to write radio copy1


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

How to Write Radio Copy
how to write television copy
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
tools of television copywriting



Off camera

Other TV Tools

The copywriter must describe all of these in the TV script

Tools of Television Copywriting
  • Talent
  • Announcers
  • Spokespersons
  • Character types
  • Celebrities
planning the tv commercial
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
planning the tv commercial1
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
scripts and storyboards
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
writing for the web
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
writing for the web1
Web ads

Create awareness and interest in a product and build a brand image

Focus on maintaining interest

Other Web formats


Pop-up windows

Daughter windows

Side frames

Writing for the Web
copywriting in a global environment
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
  • How to Write Radio Copy
  • How to Write Television Copy
  • Writing for the Web
  • Copywriting in a Global Environment
  • Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND.