This document provides guidance on writing print advertisements. It discusses key elements like headlines and body copy. For headlines, it describes different types like direct benefit, reverse benefit, factual, selective, curiosity, news, command, and wordplay headlines. The goal of the headline is to capture attention. For body copy, it should complete the story and can take different formats from long to short copy. Common questions about body copy like ideal length and long vs short copy are addressed. Guidelines are provided for writing effective body copy like focusing on the product, being specific, avoiding cliches, and testing the copy.

1. Words on a paper
The Art of Storytelling
Week 2
- Chapter 7 Reference readings.

2. Worth Subscribing
Print ads on pinterest
vintage ads on pinterest

3. Learning Outcomes
• What are the basic elements in a print ad
• Tips for each

4. •

7. Headlines

8. Headlines
• Capture the attention of the target audience
• Lure readers into the body copy
• Communicate a bene t
WITH 190 HORSEPOWER,
THERE’SA REASON WE PUT SCOTCHGARD™ ON THESEA
TS.

9. Headlines
• Reinforce the brand name- Absolut Campaign

10. Headlines
• Make an emotional connection to the customer

11. Headlines
• Enhance a visual

12. Types of Headlines
• Direct Benefit -Offer readers a reason to use the product

13. Types of Headlines
• Reverse Benefit -Imply that consumers will be worse off
without the advertised product or service. If you use a
reverse bene t, make sure you don’t give your
competition free advertising.
• Example
No wonder they call it high fashion. To dream up some of
those prices you’d have to be high.
I NEVER READ THE ECONOMIST. —MANAGEMENT
TRAINEE.AGED 42. (Ad for The Economist magazine)

14. Types of Headlines

15. Types of Headlines
• Factual
•Selective- To attract a speci c audience, address it in the headline.
“Do you own a small business?”
Michelin. Because so much is riding on your tires.
• Curiosity: Tempt your readers with just enough information to make them
want to read more
“What not to do in bed”
• News
Just as you want to know what’s new with friends and family, you want to
know what’s new to eat, to wear, and to see. Many advertising experts
believe that the word “new” isone of the most powerful in a copywriter’s
vocabulary. Other powerful words include “introducing,” “now,” “ nally,” “at
last,” “today,” “presenting,” and “ rst.” Here’s an example:
LIFEIN THESOUTHJUSTGOT A LITTLESWEETER.(Ad for Kellogg’s Raisin Bran in
Southern Living magazine)

16. Types of Headlines
• Command.
Just do it,
Hire us to paint your house and you won’t need this newspaper. (Ad with
paint blotches on it for Merriam Park Painting)
Imagine lling out a job application and running out of room where it says
“Experience.” (Ad for U.S. Army that ran in college newspapers)
• Question
How do you deal with an enemy that has no government, no money trail and
no qualms about killing women and children?

17. Types of Headlines
• Wordplay

18. Body Copy
Whereas the headline piques the reader's’ attention, the
body copy completes the story

19. From long copy to crisp images, less copy

20. Approaches to Writing
Body copy

21. The standard approach
•
•
•

22. The standard approach

23. as

24. Mandatories

25. Answer to Common
questions about body
copy

27. Answer to Common questions about
body copy
Is it ok to break rules?
QUIT

28. Answer to Common questions about
body copy
What’s the Best Headline Length?

29. Answer to Common questions about
body copy
Which Is Better, Long or Short Copy?
Does a Brand Need a Slogan?
•

30. Answer to Common questions about
body copy
How should copy be formatted?

31. Guidelines for Writing
Bodycopy

32. • Love your product
• Don’t try to do everything in one ad
• Write to one individual
• Translate business-speak into human-speak

33. • Avoid catchall phrases
•

34. • Be speci c.
● Don’t Brag
We
● Use the present tense and active voice whenever
possible
● Use transitions to connect different thoughts and
establish a relationship between them.

35. • Avoid clichés
Early

36. • Write “out loud.”
• Pay attention to every word you writ
Enjoy
• Test your copy.
• Revise your work
• Proofread your final version

37. Checklist for Writing Copy
Does
4.
Does
7.

38. Assignment