The Copy Elements and Their Relationship to the Advertisement-

1.  Advertising is all about communication. It’s about getting people to connect with your product or service at some practical or emotional level

 

The role of copywriters

Copywriting is a mental process the successful execution of which reflects the sum total of all your experiences, your spe[1]cific knowledge and your ability to mentally process that infor[1]mation and transfer it onto a sheet of paper for the purpose of selling a product or service

 Copy writers are the people employed to supply the text – otherwise known as copy – that accompanies the imagery in advertisements by clever way with words, and ability to originate ideas, which give an effective advertising. Copywriters provide an essential element in the creative process. That sounds a bit more dynamic. And picture this – it’s not enough just to be good with words. The most successful copywriters are individuals who are as comfortable with the visual as the verbal. That’s because, in creating advertising material, we’re trying to establish a connection with our various audiences through an influential combination of imagery and words.

 

Copywriting – a strange term for the original wording that copywriters are meant to produce since it suggests we’re simply copying down words.

 

As a copywriter you are meant to have a good command of language and to have developed at least a basic understanding of marketing and consumer psychology. These practical skills not only enable you to come up with effective concepts but also to explain them concisely and precisely for the benefit of account handlers and clients alike

 

1.    Typeface:

This element is really important. Each typeface has its own personality, emotion and legibility. So that it is essential to determine the combination of personality and legibility that will make our ad easy to read and inviting.

 

For instance  Serif type has those little curlicues whereas the other style of type called "sans serif" stay 'without curlicues. Serif type produced greater comprehension than sans serif type.

 

Another important factor is the legibility of all our typefaces in other parts of our ad such as the headline, sub headline and various headings.

 

Fancy type might look elegant to the type designer, but if it can't be read it has no value and finding the words difficult to understand.

 

The most important role a typeface has is to allow the greatest comprehension possible, and the second role, is to convey the image of a company.

 

2. 2.    First Sentence:

Keep our first sentence short, easy to read and compelling enough to cause the reader to read the next sentence.

 

 

3.3.      Second Sentence:

This sentence is almost as important as the first. We've got to maintain interest, so we must also create another sentence with a compelling reason to cause our reader to want to continue. Our only goal is to get the momentum going and create that buying environment.

 

4.    4.  Paragraph Headlines:

 

One of the graphic elements Headlines in a print ad,  are supposed to make the copy look less intimidating, and thus encourage the reader to read all the copy.

 But paragraph headings could introduce material in the paragraph that follows or they could have absolutely nothing to do with the copy underneath or the copy in the entire ad for that matter.

 

 

 The primary purpose of paragraph headings is to get the reader to read the copy by making the copy look less intimidating.

 

A secondary purpose might be to arouse curiosity.

 

5.     5. Paragraph Headines

A rule of thumb here is to explain a complicated product in a very simple way and explain a simple product in a very complex way.

 

The ad illustrates a way to present a simple product in a complicated way. A more complicated product in a very simple way.

 

Example the selling of camera, the advertiser should explained the camera to the customers, in a very simple explanation of what it could do for them. The  ad  should not about the technology inside but focused on the simplicity of the product and its use.

 

By explaining cameras in very simple and basic terms without getting too complicated, it increase the  ease purchase.

 

6.     New Features:

Highlight those features which make your product or service new, unique or novel. Here you are revealing not just the features of the product, but the features that distinguish it from anything else on the market.

 

7.     Technical Explanation:

A technical explanation will build confidence in the prospect. customer like, respect and trust. Buying is indeed a process of trust. The buyer's thought process might be really know our subject and fully understand the product category .

 

 Trust is always enhanced when the seller has become an expert at what he or she is selling. A seller must become an expert on the product in order to talk about it in technical language. people understand until they come to the seminar, they sense that we know what we are talking about."

 

 

8.    8.  Anticipate objections:

This is a very important element to consider when writing copy.

 

9.     9. Resolve objections:

It is advertisers’ opportunity and duty to resolve the objections too. We must be honest and provide alternative solutions or dispel the objections completely.

 A good example of anticipating objections is in that expensive electronic pinball game from Bally Manufacturing. The average consumer would raise the question about service. we resolved it in our ad.

     10. Gender:

Who is the consumer? Male, female or both male and female? Are they female golf players, lady pilots or professional women? Make sure there are no sexual or sexist comments that would offend any group and know your target audience so that you can communicate in their terms.