The document discusses various elements of copywriting including display copy, body copy, headlines, captions, callouts, taglines, slogans, and calls to action. It covers types of layouts and the functions of layouts. It also discusses typography, fonts, colors, good practices and bad practices in copywriting. Key elements include using evocative language to build mental pictures, being original, keeping the message simple and memorable.
29. 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
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37. Call to action Line at the end of an ad that encourages people to respond and gives information on flow to repond
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42. Call-Outs Sentences float around the visual usually with a line or arrow pointing to some specific element
108. Design Principle Gutenberg Diagonal A visual path that follows from the upper left corner to the lower right
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113. 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
114. Type is often used to draw attention to a particular advertisement, combined with efficient use of color, shapes and images Typography reflects a company’s brand also
115. 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