ADDITIONAL MATERIAL
WEB REVIEW QUESTIONS
1. What is a copywriter and what is their job?
The person who shapes and sculpts the words in an advertisement is called a
copywriter.Copy is the text of an ad or the words that people say in a commercial.
Copywriters begin with the strategy and creative brief. Then, working with an art
2. What are the most important skills and personal qualities for a copywriter?
A successful advertising copywriter is a savvy marketer and a literary master,
sometimes described as a “killer poet.” Copywriters love words and they search for
the clever twist, the pun, the powerful description, the punch, the nuance—for words
that whip and batter, plead, sob, cajole, and impress. They are experts on words, or,
Many copywriters have a background in English or literature. In addition to having an
ear for the perfect clever phrase, they listen to the way people talk and identify the
tone of voice that best fits the target audience and advertising need. Versatility is a
3. In general, what are some of the guidelines for writing effective copy?
The following list summarizes some guidelines for writing of effective copy:
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Keep a single focus. Deliver a simple message instead of one that makes too many
Be conversational. Use the language of everyday conversation. The copy should
Be original. To keep your copy forceful and persuasive, avoid stock advertising
Use variety. To add visual appeal in both print and TV ads, avoid long blocks of
copy in print ads. Instead, break the copy into short paragraphs with subheads. In
Tell a story – with feeling. Stories are interesting and they have a structure that
4. What are the two categories into which headlines can be grouped and how do
they differ?
Headlines can be grouped into two general categories: direct-action and
indirect-action. Direct action headlines are straightforward and informative and
often link the brand with a benefit. They are highly targeted, but may fail to lead
Sometimes indirect headlines are called blind headlines because they give so
little information. A blind headline is a gamble. If it is not informative or
5. What are some the unique qualities of radio?
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Radio is pervasive in that it surrounds many of our activities, but it is seldom the
listener’s center of attention. Because radio is a transitory medium and listeners are
Radio’s special advantage, referred to as theater of the mind, is that the story is
visualized in the listener’s imagination. Radio copywriters imagine they are writing a
6. What are the guidelines for writing effective radio commercials that address
the distinctive characteristics of radio advertising?
The guidelines for writing effective radio ads are:
Keep it personal. Radio advertising has an advantage over print – the human
Speak to listeners’ interests. Radio offers specialized programming to target
markets. Listeners tune in to hear music, but talk radio is popular, too.
Wake up the inattentive. Most people who are listening to the radio are doing
something else at the same time. Radio spots are designed to break through
Make it memorable. To help the listener remember what you are selling,
commercial copy should mention the name of the product emphatically and
Include call to action. The last thing listeners hear is what they tend to
remember, so copywriters make sure the product is it. In radio, this is
Create image transfer. Radio advertisements are sometimes designed to link
to a television commercial. Called image transfer, the visuals from the
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7. What are the challenges involved when writing for a global brand?
Language affects the creation of the advertising, which is a problem for global
campaigns. English is more economical than many other languages. This creates a
major problem when the space for copy is laid out for English and one-third more
Headlines in any language often rely on a play on words, themes that are relevant to
one country, or slang. Because these verbal techniques don’t cross borders well,
ASSIGNMENTS
Individual Assignments
1. Locate two magazines containing body copy that is too wordy. Redesign the ads,
cutting body copy to brief “bullet” points and revamping other elements (headline,
2. An electric log splitter has been introduced on the market. Its target market is
do-it-yourselfers and homeowners who occasionally split firewood for home use. The
benefit of this product is that it is light, quiet and doesn’t bother users with the noise,
Think-Pair-Share
1. In groups, debate which element of a print advertisement is most important – the
headline, subhead, body copy, visual, or call to action. Working together, how do
these elements complement one another?
2. What unique creative considerations must the copywriter consider when writing
Internet ads? What is different about an online audience that will directly affect how
copy is written? Discuss in pairs and debrief as a class.
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OUTSIDE EXAMPLES
1. What accounts for the phenomenal success of the “Smokey the Bear” advertising
campaign? In your estimation, what turned this simple Big Idea into an American
icon? Go online to the www.adcouncil.org and type ‘wildfire prevention’ into the
search box to learn all you can about the campaign and its creative themes. Also
review some of the ‘Smokey the Bear’ ads on www.youtube.com, especially the older
ones. Prepare a 10-slide PowerPoint presentation for the class that discusses the
creative strengths of this campaign.
2. Prepare 500-word report that summarizes how this campaign’s writers have met the
challenge of fusing images with words to present not only a creative concept, but also
a story. Recall what you learned in chapter 8 entitled “The Creative Side”, and also
consider the major principles discussed this chapter regarding writing for television,
such as:
The emotional pivot
3. Many people are proficient copywriters, but how does one become an excellent
copywriter? The Web is full of articles and resources on this subject. Using your
favorite search engine, run a keyword search and learn everything you can about the
art of great copywriting. How does it contrast with the material you have read in this
chapter?
Prepare a 10-slide PowerPoint presentation for the class. In it, share your major
findings and advice for becoming an excellent copywriter. You can even include
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