This document discusses different elements of print advertising copywriting including body copy, copy approaches, boxes and panels, slogans, and jingles. It provides details on developing body copy using factual, narrative, and emotional approaches. Boxes and panels are described as tools for framing important information. Slogans are defined as short phrases that summarize the advertising message, and techniques for writing effective slogans are outlined. Finally, jingles are introduced as catchy tunes that have high recall value when used in advertising.

1. Merwyn FernandesTYBMM- 01 Writing for Print Media BODY COPY BOXES AND PANELS SLOGANS Functions of Slogan Jingles

2. BODY COPY Body copy carries the selling message. No matter what style of copy you're writing, it should draw the reader from the headline and into the text. The copy approach is the way the copy and its appeal are presented.

3. Copy approaches Copy approaches can be grouped into three categories: Factual, direct or rational approach Narrative approach story board Projective or emotional approach

5. b. Implied suggestion (“soft sell”)

7. Narrative approach story board Several ways to work out this approach: a. Descriptive or human interest story b. “Slice of life” c. Fictional testimony d. Monologue or dialogue e. Humor

8. Body copy developed for the narrative approach: Predicament Transition to the product. Happy ending Closing (suggestion to the reader)

9. Projective or emotional approach This approach puts the reader realistically into the situation, involving him emotionally through a projected “factual story” Eg. The emotional impact of this type is often felt in copy written about perfume.

10. BOXES AND PANELS Boxes and panels are great tools for the copywriter A box is copy with a line around all four sides A panel is an elongated box that runs the whole length or width of an ad. Boxes are useful for framing information that the prospect must read.

11. Tips for Body copy; A writer must put conviction into their own copy. Keep your copy user friendly. Write for your audience-not yourself. Never oversell in your body copy. Keep your line of thought on track. Address arguments before they arise.

12. SLOGANS A slogan is a small attractive phrase used in the ad to sum up the advertising message in a few words. It should be so designed that it can be repeated , perhaps a year or years together. Great slogans are like great ideas, they don't come overnight.

13. Basis for writing a slogan: Techniques/factors Slogan can be based on the Life of the company. Slogans can be used to build Trust and confidence. Slogans emphasizing International reputation of the product. Slogans emphasizing the use of the product. Slogans based on pride and possession.

14. Functions of Slogan Aid memory recall: It should be easy and pleasant to remember. To describe the use of a product. To stress market leadership To emphasize international standards. To suggest the product’s special advantage or unique benefit.

15. Many slogans – also called theme lines or tag lines Nike- Just do it! Adidas- Impossible is nothing! Castrol- Its not Just oil, Its liquid engineering. ICICI BANK- Hum haina!

16. Jingles These are catchy little tunes A jingle with its repeat phrases has a far higher recall value than the visuals do. Jingle composing, singing and making it work is highly creative art. Jingle composing involves co-ordination with client, composer, musician, recording studio, singer, voice over person and host of others.