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.

1. The art of writing words that sell. Copywriting

2. What is copy The written elements in an ad Two categories of copy Display copy Body copy

3. BODY COPY Elements that are designed to be read and absorbed Such as Text of the ad message and captions

8. CAPTIONS Sentence or short piece of copy that explains what you are looking at in a photo or illustration

14. DISPLAY COPY Includes all elements that readers see in their initial scanning Headline Call-outs Taglines Slogans

15. HEADLINE The title of an ad; it is set in large type to get the reader’s attention

16. IDENTIFICATION HEADLINE

17. INTERROGATIVE HEADLINE

19. DECLARATIVE HEADLINE

20. COMMANDING HEADLINE

21. CURIOSITY HEADLINE

22. NEWS ANNOUNCEMENT

23. EMOTIONAL HEADLINE

24. OVERLINE & HEADLINE Phrases or sentences that either lead into the headline

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

37. Call to action Line at the end of an ad that encourages people to respond and gives information on flow to repond

42. Call-Outs Sentences float around the visual usually with a line or arrow pointing to some specific element

47. Different Types of Copies

48. Campaign based Copy

55. Target Market based Copy

60. Creative style

66. Persuasive

69. Informative

73. INTEL AD

74. COPY FOR SPECIAL OFFERS

80. Competitive

84. LAYOUT A drawing that shows where all the elements in the ad are to be positioned

85. Types of Layouts

86. LAYOUT X

91. LAYOUT Y

95. LAYOUT Z

98. LAYOUT

100. LAYOUT

103. NO BOUNDARIES ?

108. Design Principle Gutenberg Diagonal A visual path that follows from the upper left corner to the lower right

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

116. FONTS

123. COLOR

133. Bad copy writing

134. TOO MUCH COPY

137. Spelling Mistake

142. Confusion in headline

143. Baygon ad

144. Wrong translation

146. Vague background

147. Nokia express

148. Unclear

151. BAD TYPOGRAPHY

152. Shangrilla ad

153. good copy writing

154. Resonance advertising

155. Resonance means creating the double meanings

162. Using fewer words

166. Using attractive words

169. Using ROMAN

172. Mega Brands

180. No Words

187. Implications

188. Be Succinct Use short, familiar words, short sentences, and short paragraphs

189. Canderal ad

191. Keep a Single focus Deliver a simple message instead of one that makes too many points. Focus on a single idea and support it

194. Be Conversational Use the language of everyday conversation

197. Use Imaginative Description Use evocative language to build a picture in the consumer’s mind

201. Be Original To keep your copy forceful and persuasive, avoid brag-and-boast statements, and cliches

202. Adese (Brag & boast copy)

205. Persuasive

208. Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read. Leo Burnett

209. Presented by Nissa Razzak Danish Aziz Sadia Muhataram Seher Pervaiz Farheen Khalid Rabia Sikandar

210. Special Thanks to JWT SYNERGY MANHATTAN LEO BURNETT AND VERY SPECIAL THANKS TO SYED AKHTAR MAHMOOD