Basics Advertising: Copywriting: The Creative Process of by Rob Bowdery

By Rob Bowdery

Examine the paintings of conceptual copywriting from a grasp * Concentrates at the copywriter-client courting * contains workouts and case experiences of a few of the easiest advert campaigns from worldwide fundamentals advertisements: Copywriting explores the act of copywriting and the position of the copywriter within the ads procedure. targeting the necessity to imagine either verbally and visually, writer Rob Bowdery finds the secrets and techniques of conceptual copywriting and explains how photographs are conveyed so much successfully with a mix of phrases and photographs. themes contain how one can generate rules, enhance language abilities, and create compelling reproduction. A gallery of ads from all over the world deals a round-up of the simplest and brightest, highlighting the expanding dominance of English because the overseas language of trade and advertising. How zen is that this? reproduction to promote copywriting!

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Example text

This striking campaign grew out of the fact that Volvo tests its cars using a ‘pregnant’ crash-test dummy. The Creative Director’s wife was pregnant at the time of this brief so there was a degree of personal interest which translated perfectly into this creative solution, which highlights the fact that Volvo takes care of its passengers – even before they’re born. There’s even a handy ‘Mum-to-be on board’ window sticker – with the more usual ‘Baby on board’ wording on the reverse. ’ (Sorry but we seem to be stuck on cars at the moment.

The story goes that these terms developed from some form of accounting system where TV and press advertising fell ‘above-the-line’ whereas creative work on brochures etc was chargeable and appeared ‘below-the-line’. Nowadays the term ‘above-the-line’ tends to be used loosely to describe any mass media advertising. Meanwhile many companies try to develop integrated advertising campaigns that work ‘through-the-line’ across a wide variety of media forms. Can you rely on market research? Now it’s your turn Word-check Staying on target Left: Market research has its place but a baby’s bottom needs a nappy and it’s not hard to know what’s going through a parent’s mind when it comes to buying such products: price, comfort, absorbency, and maybe a bit of environmental concern.

Taking a product feature and turning it into a customer benefit is one of the copywriter’s most useful techniques but it must be done well to make the idea convincing and compelling. Applying your product knowledge Not everything you find on the Internet is accurate. But then again, there’s no guarantee of truth in any written material, whether in book or digital form. You have to rely in part on your own judgement, retain a cynical mind and then check any information against other sources to try and determine the truth.

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