By Rob Bowdery

ISBN-10: 294037368X

ISBN-13: 9782940373680

ISBN-10: 2940439532

ISBN-13: 9782940439539

Research the artwork of conceptual copywriting from a grasp * Concentrates at the copywriter-client courting * contains workouts and case reviews of a few of the easiest advert campaigns from worldwide fundamentals advertisements: Copywriting explores the act of copywriting and the function of the copywriter within the ads approach. targeting the necessity to imagine either verbally and visually, writer Rob Bowdery finds the secrets and techniques of conceptual copywriting and explains how photos are conveyed such a lot successfully with a mixture of phrases and photographs. themes comprise how one can generate principles, increase language talents, and create compelling reproduction. A gallery of ads from world wide bargains a round-up of the simplest and brightest, highlighting the expanding dominance of English because the overseas language of trade and advertising. How zen is that this? reproduction to promote copywriting!

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Extra resources for Basics Advertising: Copywriting: The Creative Process of Writing Text for Advertisements or Publicity Material

Sample text

We believe they might now be looking to buy a home of their own and we want to persuade them that they’ll get much better value for money by moving outside Greater London. The tone of voice I’ve used is cheeky and irreverent and reflects the more informal style of conversation that a younger crowd is likely to appreciate. It doesn’t take itself too seriously and is quite tongue-in-cheek, but I hope it manages to get across the idea of how much more space – and what a better quality of life – you could enjoy if you bought a less expensive home within commuting distance of your place of work.

Right: There are many newspapers out there and they’re targeted at different audiences. It can help you create the right tone of voice for your advertising by thinking about such journalistic styles. 56 57 Now it’s your turn Try taking a story from a ‘serious’ newspaper and rewriting it in the style of a more popular ‘red-top’ daily. It should be possible to have some fun with this exercise. Research can help you find out who it is you’re meant to be talking to but it’s up to you to adjust your tone of voice to try and appeal to that particular audience.

For example, it might be that a make of car wants to emphasise the safety aspect of their vehicles. Understanding your product It doesn’t necessarily matter if other cars have equally effective ABS braking systems, crumple zones, multiple airbags, etc, just so long as, through the power of the adverts, the consumer is readily able to associate a particular brand name with a feeling of safety and security – which also sneakily tends to suggest that all other makes of car might be less safe. USPs can prove extremely useful in formulating concepts and setting a product apart from its competitors – which is a major advantage for advertising agencies desperately looking for an original angle.

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Basics Advertising: Copywriting: The Creative Process of Writing Text for Advertisements or Publicity Material by Rob Bowdery

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