1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print...

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1 Copywriting Matakuliah : G0492 / English for Advertising Tahun : 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy oWriting for the Web

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Transcript of 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print...

Page 1: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

1

Copywriting

Matakuliah : G0492 / English for Advertising Tahun : 2005/2006

oCopywriting for PrintoHow to Write Radio CopyoHow to Write Television CopyoWriting for the Web

Page 2: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

2

Copywriting for Print

• Magazine

• Newspaper

• Directory

• Brochures

Page 3: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

3

Magazines

• The Audience

• Creative Considerations

• Production Considerations

Page 4: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

4

The Audience

• Reflective

• Personal Relationship

Page 5: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

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Creative Considerations

• Service

• Feature writing and stories

• High-impact visuals

Page 6: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

6

Production Consideration

• Reproduction quality

• Lead time

• Page domination

• Special arrangement

Page 7: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

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Newspaper

• The Audience

• Types of Ads

• Creative Considerations

• Production

Page 8: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

8

The Audience

• Receptive

• Heterogeneous

Page 9: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

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Types of Ads

• Display and classified

• Small-space and omnibus

• Omnibus ads

Page 10: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

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Creative Considerations

• Strategies

• Price advertising

• Peg advertising

• Design

• Incentives

Page 11: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

11

Production

• Size

• Design Considerations

• Mats and proofs

Page 12: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

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Formats

• Handbill

• Folder

• Brochure

• Broadsheet

• Booklet

• Signature

Page 13: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

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Design Process

• Writing

• Dummying

• Reading patterns

Page 14: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

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Production Specifications

• Bids and estimates

• Quantity

• Size

• Colors

• Paper

• Folding and binding

• Special effects

Page 15: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

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How to Write Radio Copy

• Characteristic of Radio Advertising

• The Tools of Radio Copywriting

• Radio Commercial Planning

Page 16: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

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Characteristics of Radio Advertising

• Personal

• Conversational Style

• Theater of the Mind

Page 17: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

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The Tools of Radio Copywriting

• Voices

• Music

• Sound Effects

Page 18: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

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How to Write Television Copy

• Characteristics of Television Copy

• The Tools of Television Copywriting

• Planning the TV Commercials

Page 19: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

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Characteristics of Television Copy

• Action

• Demonstration

• Storytelling

• Emotion

Page 20: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

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The Tools of Television Copywriting

• Video

• Audio

• Setting

• Light

• Costumes

Page 21: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

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Writing for the Web

• Banners

• Games

• Pop-up windows

• Daughter window

• Side frames

Page 22: 1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.

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Purposes

• Awareness

• Interest in a product

• Build a brand image


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