Copywriting

The art of writing words that sell. Copywriting

What is copy The written elements in an ad Two categories of copy Display copy Body copy

BODY COPY Elements that are designed to be read and absorbed Such as Text of the ad message and captions

CAPTIONS Sentence or short piece of copy that explains what you are looking at in a photo or illustration

DISPLAY COPY Includes all elements that readers see in their initial scanning Headline Call-outs Taglines Slogans

HEADLINE The title of an ad; it is set in large type to get the reader’s attention

OVERLINE & HEADLINE Phrases or sentences that either lead into the headline

TAGLINE/SLOGAN Short phrase that wraps up the key idea or creative concept usually appears at the end of the body copy A distinctive catch phrase that serves as a motto for a campaign, brand or a company

Call to action Line at the end of an ad that encourages people to respond and gives information on flow to repond

Call-Outs Sentences float around the visual usually with a line or arrow pointing to some specific element

[object Object],[object Object]

LAYOUT A drawing that shows where all the elements in the ad are to be positioned

Functions of Layout ,[object Object],[object Object]

Design Principle Gutenberg Diagonal A visual path that follows from the upper left corner to the lower right

TYPOGRAPHY Typography has long been a vital part of the promotional material and advertising. Designers often use typography to set a theme and moods in an advertisement For example using bold, large text to convey a particular message to the reader

Type is often used to draw attention to a particular advertisement, combined with efficient use of color, shapes and images Typography reflects a company’s brand also

Classical fonts are for a strong personality, while more modern fonts are for a cleaner, neutral look Bold fonts are used for making statements and attracting attention

Resonance means creating the double meanings

Be Succinct Use short, familiar words, short sentences, and short paragraphs

Keep a Single focus Deliver a simple message instead of one that makes too many points. Focus on a single idea and support it

Be Conversational Use the language of everyday conversation

Use Imaginative Description Use evocative language to build a picture in the consumer’s mind

Be Original To keep your copy forceful and persuasive, avoid brag-and-boast statements, and cliches

Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read. Leo Burnett

Presented by Nissa Razzak Danish Aziz Sadia Muhataram Seher Pervaiz Farheen Khalid Rabia Sikandar

Special Thanks to JWT SYNERGY MANHATTAN LEO BURNETT AND VERY SPECIAL THANKS TO SYED AKHTAR MAHMOOD

Copywriting

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Copywriting