JOUR 250 Lecture Notes - Lecture 31: Copywriting, Certification Mark
19 Mar 2018
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Headlines words in the leading position of an ad - draw attention. Types of headlines-- benefit: makes direct promise news & info: how-to or announces some news or info proactive: provokes curiosity question: asks a questions -- don"t use yes/no questions command: orders the reader to do something. Body copy text-- text of an ad that sells the complete story. Covers the features/benefits and utility of the product. Slogans-- standard company statements for ads & sales people. Seals/logos/signatures-- seal: certification mark offered by certain institutions when a product meets standards logos: special design of the advertiser"s name that appears in all ads signatures: product or company"s primary graphic identity. Creating copy in elec. media-- script: format for radio + tv , 2 column list of dialogue sound effects sfx: sounds other than music and dalogue audio: sound portion of commercial and the right column of the script.
