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The art of writing words that sell.
Copywriting
What is copyThe written elements in an ad
Two categories of copy
Display copyBody copy
BODY COPYElements that
are designed to be read and
absorbedSuch as
Text of the ad message and
captions
CAPTIONSSentence or short piece of copy that explains what you are looking at in a
photo or illustration
DISPLAY COPYIncludes all elements
that readers see in their initial scanning
HeadlineCall-outsTaglinesSlogans
HEADLINEThe title of an ad; it is set in large type to get the reader’s
attention
IDENTIFICATION HEADLINE
INTERROGATIVE HEADLINE
DECLARATIVE HEADLINE
COMMANDING HEADLINE
CURIOSITY HEADLINE
NEWS ANNOUNCEMENT
EMOTIONAL HEADLINE
OVERLINE & HEADLINEPhrases 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 actionLine at the end of
an ad that encourages people
to respond and gives information on flow to repond
Call-OutsSentences float
around the visual usually with a line or
arrow pointing to some specific
element
Different Types of Copies
Campaign basedCopy
Target Market basedCopy
• Basically, Shan print ads are Urdu based copies…..but this English copy writing shows the target market i.e. WORKING WOMEN
• This urdu copy shows the target market is above 40 years who are facing the problem of diabetes
• This copy shows that Medicam is catering the lower class segment
• This copy is in Urdu because MOBILINK is
targeting the whole nation
Creative style
Persuasive
Informative
INTEL AD
COPY FOR SPECIAL OFFERS
Competitive
LAYOUT A drawing that shows where all the
elements in the ad are to be positioned
Types of Layouts
LAYOUT X
LAYOUT Y
LAYOUT Z
LAYOUT \
LAYOUT
NO BOUNDARIE
S?
Functions of Layout
•To visualize the advertisement before the illustrations are made and the type is set
•To furnish the working plan to the typesetters and others whose work enters into the final production of the blocks to be sent to the publisher
Design PrincipleGutenberg
DiagonalA 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
imagesTypography 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
FONTS
COLOR
• Green color showing the Pakistani Culture
Bad copy writing
TOO MUCH COPY
Spelling Mistake
Confusion in headline
Baygon ad
Wrong translation
Vague background
Nokia express
Unclear
BAD TYPOGRAPH
Y
Shangrilla ad
good copy writing
Resonance advertising
Resonance means
creating the double
meanings
• The sign has a double meaning. It reads "repeated stops or stopping" the second word can also mean 'erections'.
Using fewer words
Using attractive
words
Using ROMAN
Mega Brands
No Words
Implications
Be Succinct
Use short, familiar words, short sentences, and short paragraphs
Canderal ad
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 Conversati
onalUse the language of everyday
conversation
Use Imaginativ
e Descriptio
nUse evocative language to build a picture in the consumer’s mind
Be OriginalTo keep your copy forceful and
persuasive, avoid brag-and-boast statements, and cliches
Adese (Brag & boast
copy)
Persuasive
Make it simple. Make it memorable. Make it inviting to look at.
Make it fun to read. Leo Burnett
Presented by
Nissa RazzakDanish Aziz
Sadia MuhataramSeher Pervaiz
Farheen KhalidRabia Sikandar
Special Thanks to
JWTSYNERGY
MANHATTAN LEO BURNETT
AND VERY SPECIAL THANKS TO
SYED AKHTAR MAHMOOD
