JOUR 001 Lecture Notes - Lecture 28: Home Security, Copywriting, Vince Offer

• School: College of The Sequoias
• Department: Journalism (JOUR)
• Course: JOUR 001
• Professor: Menezes

Document Summary

Copywriting for print ads: the body copy. Explains in straightforward terms why a reader will benefit from use of a brand. Usually used in conjunction with a benefits message strategy. Delivers the selling points of a message to the audience through a character or characters in the ad. Can also depict two people in the ad having a conversation, a technique often used in slice-of-life messages. Uses dialogue as if the spokesperson is having a one-sided conversation with the reader through the body copy. Simply displays a series of statements about a brand. A person may or may not be portrayed as delivering the copy. Difficult to make lively for the reader. Trying to highlight the urgency of acting immediately. Often relies on sales promotion devices such as coupons, rebates, etc. Using past or future tenses reduces credibility and timeliness. An ad is read by only one person at a time, and that person is evaluating one brand.