ADV 318J Study Guide - Midterm Guide: Verbosity, Vagueness, Ad Libitum
CHAPTER 12 COPYWRITING
eg398 Ex. 12.2 this Rolling Stone ad excels by focusing on the COPY
COMPONENT without an ILLUSTRATION
√ 400 Global Issues box -- Am. mgt. philosophy KISS has relevance for global
adv. KISS stands for Keep it Simple Stupid which explains why winning global
campaigns are quite simple in terms of message theme and visual structure.
• 4 lifestyle products that translate well across cultures are
o soft drinks
o jeans
o sneakers
o candy
• 4 constants of successful global advertising (SCHC) are
o simplicity
o clarity
o humor
o clever demonstration
400-4 copywriting and the creative plan -- para. 1, 3, and 4 in this section
• Paragraph 1- Copywriting is the process of expressing the value and
benefits a brand has to offer via written or verbal descriptions.
• Paragraph 3- effective copywriters are 1) well informed, astute
advertising decision makers with creative talent. Copy must not
interfere but rather enhance the visual aspects of message
• Paragraph 4- the responsibility for keeping copyrighters informed lies
with the client’s marketing managers in conjunction with account
executives and creative directors in the ad agency.
403 creative plan (a.k.a.) -a statement of creative strategy; a guideline used
during the copywriting process to specify the message elements that must be
coordinated during the preparation of copy.
• Include main product claims, creative devices, media, creatives needs
a product satisfies
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• Copywriter- creates excitement, does it in an unexpected fashion
408 qualification paragraph- the guidelines for writing headlines in the book are
meant only as a starting point and you can violate one or even all of them and
still be effective (we didn’t have to know these guidelines )
409-10 subheads
• definition-few words or a short sentence and usually appears above or
below the headline
• benefits- communicates key selling points or brand information
quickly, communicates more complex selling points because it is
longer, reinforce the headline, entice reader to read body copy
eg 410 Ex. 12.20 what is illustrated by the Clorox ad?
• Ad illustrates that subheads communicate brand info that headline
cannot
o Headline: great for washing down leftovers
o Subhead: Clorox bleach eliminates bad kitchen odors by getting
rid of the old food bits and drink spills that cause them
411 know only these four guidelines for print copy:
• use the present tense- past tense reduces credibility and timeliness
• use familiar words and phrases- creatively stylize what is familiar and
comfortable, this leads to interest and excitement
• involve the reader- reduces chances of ad being generalized, mass
communication
• avoid clichés and superlatives- rarely effective, old fashioned, and
stale.
√ 412 cybercopy discussion; Creativity box -- In the end, the rules for writing
effective copy in cyberspace MAY NOT BE ALL THAT DIFFERENT from the
general rules of copywriting.
414-16 four basic formats for radio ads
• music
o role is to attract attention mainly and enhance recall
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find more resources at oneclass.com
Document Summary
12. 2 this rolling stone ad excels by focusing on the copy. 400 global issues box -- am. mgt. philosophy kiss has relevance for global adv. Kiss stands for (cid:3247)keep it simple stupid(cid:3248) which explains why winning global campaigns are quite simple in terms of message theme and visual structure. 4 lifestyle products that translate well across cultures are: soft drinks jeans, sneakers, candy, 4 constants of successful global advertising (schc) are, simplicity, clarity, humor, clever demonstration. Copy must not interfere but rather enhance the visual aspects of message: paragraph 4- the responsibility for keeping copyrighters informed lies with the client"s marketing managers in conjunction with account executives and creative directors in the ad agency. A statement of creative strategy; a guideline used during the copywriting process to specify the message elements that must be coordinated during the preparation of copy.
