Copy

Visual Emphasis in Adv.

• We live in a more visual-oriented society.

• ATTENTION.• Reinforce the message.

(Synergy)

• An emphasis on visual messages does not mean that words are considered less important than images.

• The most powerful, meaningful, and culturally important messages are those that combine words and pictures equally and respectfully.

Body Copy• “Who needs it?”• “Why bother?”• “Why not just write a

headline,put in a logo, supply an illustration–and let it go at that?”

What's my bag? It's milk, baby, yeah!

The calcium in lowfat or fat free milk helps to prevent osteoporosis and keep my bones strong. So I can keep my mojo working overtime. Oh, behave.

Baby, one more time isn't enough.

9 out of 10 girls don't get enough calcium. It takes about 4 glasses of milk every day. So when I finish this glass, fill it up, baby. Three more times.

Great for growing chicks.

Want strong bones? Your bones grow until about age 35 and the calcium in milk helps. After that, it helps keep them strong. Chicks rule.

Model Behavior.

Want strong bones? Your bones grow until about age 35 and the calcium in milk helps. After that, it helps keep them strong. Which means milk is always in fashion.

At 24, I became the second youngest champion in NASCAR history. Here's another little-known fact. Of the 42 drivers who chase me at more than 200 mph, most don't get enough calcium. My advice? Drink three glasses of milk a day. Preferably while standing still.

Once. And Again. And Again.

Want strong kids? The calcium in milk helps their bones grow. And it helps ward off osteoporosis for you. So drink up.

Some Suggestions for Writing Body Copy

• start with the reader• use the singular you• write transitionally• use occasional emphasis• use contractions freely• go easy on “so” endings• end with an urge to action

Some Thoughts About Bad Grammar

• sentence fragments• beginning a sentence with a

conjunction• ungrammatical usage

“If we spoke as we write, we should find no one to listen, and

if we wrote as we speak, we should find

no one to read.”– T.S. Eliot

SAAB example• handout

Headline• Roads talk to all cars. Saabs

just listen better.

Copy (1st paragraph):

Roads speak a language of infinite subtlety. And few cars understand the dialects of curves, hills and asphalt better than the Saab 9000 CSE.

About the 1st paragraph:

• Bridge from headline/visual to text.• Opens up the headline concept.• Sticks to the main point• Adds elaboration to hold the reader’s

interest.• 2nd sentence begins with conjunction.• 24 words.

Copy (2nd paragraph):

From the performance of its low-profile tires to the spring tension in its driver’s seat, the 9000 CSE has been carefully tuned to connect, rather than separate, the driver and the road.

About the 2nd paragraph:

• Adds more information on the same point:

“The car is engineered to help the driver guide the car effortlessly on practically any type of road.”

• Continues the headline concept.• Only one sentence.• 33 words.

The following paragraphs move from the “bridge” to “elaboration of benefits” function.

Copy (3rd paragraph):

The chassis, for example, is 25% more rigid than ever before. An improvement that gives you a tactile sense of the car’s progress through a tight turn.

About the 3rd paragraph:

• “For example” continues thought from second paragraph.

• Gives an example of the general idea expressed in the second paragraph (connecting the driver to the road) by explaining how the chassis is improved.

• One sentence plus one phrase.• 27 words.

Copy (4th paragraph):And while you’re in touch with the

road, the Saab Traction Control System monitors it for slippery conditions. The instant the drive wheels begin to spin, computers make split-second power adjustments to each wheel. So you get traction comparable to that of many four-wheel-drive cars.

About the 4th paragraph:

• Transitional phrase “And while you’re in touch...”

• Introduces computer monitoring system.

• Last phrase links system to benefit: traction similar to four-wheel-drive cars.

• “So” begins last phrase.• 48 words.

Copy (5th paragraph):

Of course, you’d expect a car preoccupied with holding the road to come with anti-lock brakes and nimble rack and pinion steering. The 9000 CSE does not disappoint.

About the 5th paragraph:

• “Of course” transition.• Summarizes other attractive

features.• Indicates Saab wouldn’t

leave these things out.• 29 words.

Copy (6th paragraph):But since it is a Saab, the 9000

CSE doesn’t just listen to roads, it also speaks to the needs of drivers. Which is why it has one of the roomiest interiors of any imported sedan. And more safety features than any preceding 9000-series Saab; cars routinely ranked among the safest in their class.

About the 6th paragraph:

• “But since it is a Saab...” transition.

• Talks about additional benefits (interior space and safety).

• One sentence and two phrases.

• 55 words.

Copy (last paragraph):

To experience the sports sedan that offers not just higher horsepower, but a heightened awareness of the road, ask your Saab dealer for a 9000 CSE test drive. Or, for more information, call 1-800-582-SAAB.

About the last paragraph:

• Urge to action.• Tells reader directly what to

do next.• 34 words.