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16 Cards in this Set
- Front
- Back
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• Copywriting
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the language of advertising.
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• Copywriter
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the person who shapes and sculpts the words in an advertisement
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• How to write effective copy
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Be succinct.
Be single-minded (focus on 1 main point) Be specific. Be original. Use variety. Use imaginative description. |
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• Display copy
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includes all elements that readers see in initial scanning
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• Body copy
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includes elements designed to be read and absorbed
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• Headlines, direct & indirect‐action
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direct- straightforward and informative
indirect-action: not as selective and may not provide as much information but may be better at drawing reader into message and building a brand image. |
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Captions
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2nd to a headline, serve as information function.
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• Subheads
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help lure reader into body copy.
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• Slogans
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catchy, memorable phrases. used as taglines.
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Lead
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the first paragraphof the body copy, people test the message to see whether they want to read it.
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• Radio: theater of the mind
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in a narrative format the story visuslized in the listener's imagination
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• Jingles
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a commercial in song
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• Sound effects
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make commercials attention-getting and memorable.
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• Radio script
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all the words, dialogue, lyrics, sound effects, instructions, and descriptions.
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• Voice‐over, off‐camera
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an announcer who is not visible describes some kind of action on screen.
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• TV tools: on location, talent, casting
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commercials shot outside the studio which means entire crew and cast are transported somewhere away from the studio
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