Slogan writing

 Advertising slogans are short phrases used in advertising campaigns to generate publicity and unify a company's marketing strategy. The phrases may be used to attract attention to a distinctive product feature or reinforce a company's brand.

A slogan is a memorable motto or phrase used in a clan, political, commercial, religious, and other context as a repetitive expression of an idea or purpose, with the goal of persuading members of the public or a more defined target group.

A slogan (/ˈsloʊɡən/) derives from the Gaelic "sluagh-ghairm" (an army cry). Its contemporary definition denotes a distinctive advertising motto or advertising phrase used by any entity to convey a purpose or ideal. 

This is also known as a catchphrase. Taglines, or tags, are American terms describing brief public communications to promote certain products and services.

 In the UK, they are called end lines or straplines. In Japan, advertising slogans are called catch copy .

Slogans and their accompanying campaigns are some of the best tools advertisers have to connect with their audiences. They give integrity to a brand or product. They are a quick and efficient way to grab attention and build awareness around a given product or brand. But even though these short phrases look like they’re easy to create, a lot of time and effort has to go into to crafting a perfect slogan, especially if you want it to stick in people’s minds and persuade them to act. So what goes into crafting a famous slogan?

Slogans are used to convey a message about the product, service or cause that it is representing. It can have a musical tone to it or written as a song. Slogans are often used to capture the attention of the audience it is trying to reach.

A slogan is a phrase, usually only a few words in length, that is highly memorable. Good slogans are punchy, effective, and powerful snippets that advertisers use to promote a product, brand, company, or certain aspect of a given product.

Slogans often appear with the logo of a brand, and usually their goal is to emulate the mission statement of an organization or the intention behind a product. Slogans can be highly effective for advertisers; if they can create one that sticks, they can craft a lasting image of the organization that will exist maybe even years after a product has left shelves.

Red Bull — “Red Bull Gives You Wings”

Nike – “Just Do It”

Walmart – “Save Money, Live Better”

Disney – “The Happiest Place on Earth”

McDonalds – “I’m Lovin’ It”

Apple – “Think Different”

 Nikon — “At the Heart of the Image”

Adidas — “Impossible Is Nothing”

Gillette — “The Best a Man Can Get”

Visa — “It’s Everywhere You Want to Be”

 The New York Times — "All the News That's Fit to Print"

 Panasonic — “Ideas for Life”

Google — “Don’t Be Evil”

7 Up  — "The Un-cola"

The art of slogan writing

1. Keep it Short and Simplicity

a slogan  needs to be short. Generally, keeping a slogan under eight words, will ensure that using all 8 words as effectively as possible. 

The main element that all effective slogans share is that they are simple. They convey a simple message that is easy to remember. One of the best is Target’s “Expect more. Pay Less.” The message is obvious: you can buy a lot of stuff cheap at Target, yet it is easy to remember. A consumer will be able to get the message instantly from that catchphrase.

2. Lasting Impression

The next characteristic that all effective taglines display is that they are memorable. A prime example of this is the classic slogan: “It’s the Real Thing.” When most of us think of Coke, we remember the tagline. It’s different and it is memorable, but it conveys a simple message: there is only one Coca-Cola and it is worth paying for.

3.  Brand Enhancement

Any catchphrase you develop should compliment and strengthen your brand.  State Farm’s tagline never seems to change.  It’s, “Like A Good Neighbor, State Farm Is There.”  Given that there entire brand revolves around better service, local agents and more comprehensive coverage, that simple line speaks to all three in a memorable way.  If they used Geico’s very casual, price-oriented, “A 15 minute call could save you 15% or more on car insurance” it would feel ill-fitting for their brand and their value proposition. 

4. Don’t Get too Fancy with Your Word Choice

When it comes to word choice, keep it simple. 

5. Be Honest

 A slogan should  honestly portray a product or brand. .

6. slogan is to current one not expire

Don’t include references to current events or social/political climates. The world is always changing, evolving, and growing. Slogan must be  current, it won’t be relatable into the future.

7. Make Sure its Powerful without any Added Effects

The most successful famous advertising slogans can stand alone.  Slogans run alongside logos but don't need any context or boost from other images and phrases

Best Indian Brand Slogans

Indian  Brand	Slogan
Amul	The taste of India
Pepsi	Yehi hain right choice baby
Thums Up	Taste The Thunder
Surf Exel	Daag Acche Hai
Tata Safari	Reclaim Your Life
Asian Paints	Har Khar Kuchch Kahta hein
Air Deccan	Simplifly
Rasna	I love you Rasna
Frooti	Fresh N Juicy
Coca Cola	Thanda Matlab Coca Cola
Raymond’s	The Complete Man
Bajaj	Hamara Bajaj
Dairy Milk	Swad Zindagi Ka
Bingo	No Confusion, Great Combination
Boost	Boost is the secret of our energy
Polo	The mint with a hole
Lifebuoy	Lifebuoy hai jahan, tandrusti hai wahan
CEAT	Born Tough
MRF	Tyres With Muscle
Idea	An Idea can Change your life
Hutch	Where ever you go , our network follows
Maggi	Taste Bhi, Health Bhi
Ondia	Neighbor’s Envy , Owner’s Pride
Kingfisher	The King of Good Times
Airtel	Express Yourself
Fevicol	Fevicol ka mazboot jod hai Tootega nahi!
Hero Honda	Desh ki Dhadkan
Indian Army	Do you have it in you?
Malaya Manorama	Nobody Delivers Kerala Better
Tata Sky	Isko laga dala to life to life zinga lala
LIC	Zindagi ke Saath bhi, zindagi ke baad bhi
Nike	Bleed Blue
Wills	made for each other
Lux	Beauty bar of film stars
Chlormint	Dobara mat poochna
Tata Salt	Desh ka namak
Big Bazar	Isse sasta aura cha kahin nahi
The Economic Times	Journalism of Courage
Videocon	The Indian Multinational
Mentos	Dimag ki batti jaja de
Kit Kat	Have a break, have a kit kat
Red FM	Bajate raho
Radio Mirchi	It’s Hot!
Taj Mahal	Wah Taj!
Telegraph	The Unputdownable
ICICI	Hum hain na
Sprit	Bujhaye pyas, baaki all, bakwas!
Alpenlibe	Jee lalchaye, raha na jaye
Lays	No one can eat just one
HDFC std Life Times of India	Jiyo sar utha ke Practicing Journalism of courage What companies do these famous slogans belong to? 1.      “I’m loving it” _________________________________________ 2.     “The fresh food people” _________________________________________   3.     “Oh, what a feeling!” _________________________________________   4.     “Maybe she’s born with it, maybe it’s _______” _________________________________________   5.     “Work Rest Play” _________________________________________   6.     The burgers are better at _________” _________________________________________   7.     “There are some things money can’t buy, for everything else, there’s ________________”     8.     “It gives you wings” _________________________________________ 9.     “Just do it” _________________________________________   10. “___________, the best a man can get”   11. “Think Different” ________________________________________ 12. “Life’s good” _________________________________________   13. “Have a break, have a __________”      _________________________________________ 14. “Impossible is nothing” _________________________________________ 15. “Finger-licking good” _________________________________________ 16.  “Eat Fresh” _________________________________________ 17. “Lucky, you’re with ______” ________________________________________ 18. “For a hard earned thirst” _________________________________________   19. “Tired? Stressed? You’ll feel better on ______” _________________________________________

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Layout of Ad Copy (Six Layouts)

ADVERTISING LAYOUT: 

Layout is a plan, arrangement, overall structure, blue print of advertising copy. 
It arranges headlines, sub-headlines, slogans, illustrations, identification marks, text body etc., in a systematic manner.

 According to Sandage and Fryburger, advertisement layout is defined as “ The plan of an advertisement, detailing the arrangement of various parts and relative spatial importance of each is referred to as layout” 

It includes headlines, slogans, test, illustrations, pictures, sponsor, and logotype.

It is a physical arrangement of presenting the message. It is like a map, design, or structure of advertising message. It is a technical job that requires a high degree of expertise, skills, and experience. All ingredients are presented in such a way that attracts the reader, listener, and/or viewer to attend the advertisement.

Order must be decided carefully.

Practically, an advertising copy includes one or more of the following parts:

1. Headlines:

 Headlines are crucial for print advertisements. They include attractive description written in colorful bold letters at the top or anywhere in the advertisement. Attractive fonts are used to make the headline eye-catching. Headlines may contain slogans. 

Mostly, headlines are written in bold letters. Headlines suggest major benefits, offers, or time limit. For example, special offers open only for two days.

 2. Slogans:

Slogans are made of words and sentences. They are expressed in a rhythmic manner. Slogans are used for every type of advertisement such as TV, radio, outdoor, and print media. Slogans are presented or written at the beginning, at the middle, or at the end of advertisement.

In audio-visual media, a slogan is presented with musical effect by using persons or cartoon characters. Slogans have popularized some brands and companies.  Slogans are indicative of key themes the advertiser insists to appeal the audience.

3. Text:

The text is the central part of ad copy. It contains a description. It is prepared with reference to advertising objectives. For example, a company gives more description if company’s objective is to provide more information. Text should neither be too lengthy nor be too short. Text includes theme or appeal to the customers.

It describes major benefits of products. The claim must suggest an absolute or a comparative superiority of the products. Most text shows product benefits, special offers, time, availability, quality, etc. Text is prepared differently for different media. For example, space is important for print media; time is important for audio-visual media; size is important for outdoor media.

 4. Illustration:

Illustrations are used to make the advertising claim clear and attractive. Here picture, character, cartoons, charts, etc., are used to illustrate an use of the product. In the illustration, claims are made through celebrities. In many cases, they are shown using the products.

TV advertisement uses film stars, artists, or cricketers to illustrate the use of the product.

5. Pictures:

Use of pictures is more or less similar to illustration. However, pictures are more relevant to print media. Pictures include products, brands, persons, etc., presented in systematic manner. Here, also, products and brands are associated with film stars, cricketers, and well-known cartoon characters.

6. Sponsor and logotype:

 Ad copy also includes name of company, sponsor, brand or logotype to assist customers recognize the name of producers and/or marketers. Name of producer or logotype is kept either at the beginning or at the end of advertisement. Some advertisements include full name and address of company, including registered office, regional offices, its website, e-mail, phone, fax, etc. Use of sponsor or logotype popularizes name of a company along with products and brands. In audio-visual advertisements, the name of company is shown and/or spoken.

function of layout 

1) Assembling different parts: 

 The main function of layout is to assemble and arrange the different parts or elements of an advertisement illustrations, heading, sub-headlines, slogans, body text and the identification mark, etc., and boarder and other graphic materials – into a unified presentation of the sales message. 

 2) Opportunity of Modification: 

 The layout offers an opportunity to the creative teams, agency management and the advertiser to suggest modification before its final approval and actual construction and production begins. 

 3) Specification for costs: 

 The layout provides specification for estimating costs, and it is a guide for engravers, typographers, and other craft workers to follow in producing the advertisement. 

4) Brings together copy writer and Art Director: 

 Every advertisement is the outcome of the contributions of specialists. The services of creative persons are required like visualizes or idea-men, copy writer, art directors, artists, photographer, type - setters, block-makers and the printer. 

5) Guide to the copy specialists: 

 Layout serves as a reliable guide to the specialists such as type-setters, engravers, printers and other craftsmen. These are the person who actually prepare the advertisement for use in print. 

Source

https://www.yourarticlelibrary.com/advertising/layout-of-ad-copy-six-layouts/48666

 

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TYPES/forms OF ADVERTISING

 Advertising is the promotion of a company’s products and services though different mediums to increase the sales of the product and services. Globally, advertising has become an essential part of the corporate world. Therefore, companies allot a huge part of their revenues to the advertising budget. Advertising also serves to build a brand of the product which goes a long way to make effective sales.

There are several branches or types of advertising which can be used by the companies. Let us discuss them in detail.

DIRECT MAIL

This is one of the oldest types of advertising media. Under this method message is sent to the prospective buyers by post. A mailing list is prepared for this purpose. Circular letters, folders, calendars, booklets and catalogues are sent under this type of advertising.

 

PRINT ADVERTISING 

The print media has been used for advertising. The newspapers and magazines are quite popular modes of advertising for different companies all over the world. The newspaper and magazines sell the advertising space. The quantity of space, the page of the publication, and the type of paper decide the cost of the advertisement. So an Advertisement  on the front page would be costlier than on inside pages. Similarly, an ad in the glossy supplement of the paper would be more expensive than in a mediocre quality paper.

 

Advertisements given in magazines are more descriptive and attractive. They are usually in colored form which depicts the product nicely and gives lasting impression to the reader. There are magazines or journals meant for general public and special class of people. There are exclusive magazines relating to industry, trade, finance and economics etc. There are also special magazines for men, women and children. The magazines have longer life and are very suitable for advertising specific goods.

 BROADCAST ADVERTISING 

This type of advertising is very popular all around the world. It consists of television, radio, or Internet advertising. The cost of the advertisement depends on the length of the ad and the time at which the ad would be appearing. For example, the prime time ads would be more costly than the regular ones.

RADIO ADVERTISING:

Radio advertising is very popular. The advertisements are broadcasted from different stations of All India Radio. The radio jingles are quite popular in sections of society and help to sell the products. The most important advantage derived from radio advertising is that it covers every type of listener whether illiterate or educated. It is a very effective medium for popularizing on mass scale various consumer articles. The coverage of this medium is wider extending to a large number of listeners. It ensures quicker repetition.

OUTDOOR ADVERTISING 

This type of advertising include different media like posters, placards, electric displays or neon signs, sky writing, bus, train and tram advertising. This is also known as ‘Mural advertising’. The main aim of outdoor advertising is to catch the attention of passer by within twinkling of an eye. This is the most effective medium of advertising. This is very suitable in the case of consumable and household articles like soaps, medicines, fans, shoes and pens etc.

 

The stalls are an easy outlet of the products and serve as information outlets for the people too. Organizing events such as trade fairs and exhibitions for promotion of the product or service also in a way advertises the product. Therefore, outdoor advertising is an effective advertising tool.

 

COVERT ADVERTISING 

This is a unique way of advertising in which the product or the message is subtly included in a movie or TV serial. There is no actual ad, just the mention of the product in the movie. For example, in ‘big boss show’  used the soft drinks, using cell phone for selfie  .

 PUBLIC SERVICE ADVERTISING 

As evident from the title itself, such advertising is for the public causes. There are a host of important matters such as AIDS, political integrity, energy conservation, illiteracy, poverty and so on all of which need more awareness as far as general public is concerned.

 

WINDOW DISPLAY

Advertising and Sales Promotion Page 24 It is a common method which is usually undertaken by retailers who display their products in the shop windows in order to attract the customers. This is also known as exterior display. It is the most effective and direct method of influencing the people. Window display has direct appeal to the onlookers. It is instrumental in arousing the desire to purchase in the prospective customers. It acts as a silent salesman.  This type of advertising has gained much importance in recent times and is an effective tool to convey the message.

FILM ADVERTISING:

This is also known as cinema advertising. This also provides sight and hearing facilities like television. Short advertisement films are not prepared by big business houses which are sent to different cinema houses to be shown to the audience before the regular shows or during the intermission. It has more repetitive value but not to the same viewers.

ONLINE ADVERTISING

Online advertising is one of the most effective ways for businesses of all sizes to expand their reach, find new customers, and diversify their revenue streams. It includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising/ web banner advertising), and mobile advertising. Like other advertising media. 

Online advertising is important because your business isn’t going anywhere unless you can generate consistently high volumes of traffic to your websites over time.

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Creating Interesting Fictional Characters

 Visual elements of your character also have the potential to imply deeper story elements. If he has a scar, the audience will immediately want to know how he got it, and the events that led up to the scar are now back-story that influences what your character is currently doing. The same can be said for dyed hair, outlandish clothing, or good luck charms.

Categories to Know

• Character Name
• Hair Color
• Eye Color
• Weight
• Height
• Build
• Age
• Clothing

• Occupation
• Residence
• Religion
• Ethnic Background
• Personal Goal
• Quirks

• Likes/Dislikes
• Family
• Educational Background
• Personality Type
• Brief Life History

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Basic Script Terminology & Formatting Tips

 

• SR = Stage Right
• SL = Stage Left
• SC = StageCenter
• Enter = Character enters the scene
• Exit = Character exits the scene
• Beat = A pause in dialogue e.g. “after a beat, Frank continued his lecture”
• Lights fade/rise = Change of scene or focus in a scene
• Fade to black = End of the play or end of a scene
• Int. = Interior, scene taking place indoors
• Ext. = Exterior, scene taking place outdoors
• Offstage = Something is happening where audiences can’t see it such as sounds or dialogue from unseen characters.
• Aside = Character breaks from speaking with other characters to voice thoughts about the current situation or to address the audience directly.

Formatting Tips

• All descriptions and character names should be aligned with each other in the center. However, they shouldn’t be ‘centered’. In a lot of writing programs when you use the center justification option it aligns the middle of the word with the center of the page. You want your names and descriptions to be left-justified, but they need to start in the center. For the names you can just hit the tab key six times, but if you want a paragraph to do it properly you can highlight the entire section then go up to the ‘increase indent’ button in Microsoft word (It’s usually located to the right of the bullet buttons) then just click the button enough times to align it to the middle. I’m sure there’s a fancy way to do this that will auto-align everything but the more you mess around with the settings in Microsoft word the more likely you are to get a wacky result. So I stick with my method, even though it does mean you’ll have to indent everything individually.

• Names are always in capital letters.
• Descriptions are always separated by parenthesis and are always in the third person present tense.
• The title of the play and the author’s name should be listed on a cover page.
• The title, author, setting description and character list can all be centered using the center justification tool (unlike description and Character names in the body of the play).
• Only dialogue is left aligned and never indented

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CONCEPT OF NEWS EDITING

 In a news organization, editing plays a pivotal role. A news item or a news story, as it is called, is written by hurried reporters. and is rough-edged .  In the editing  process, the unwanted matter gets weeded out. Only the newsworthy stories are finally selected. These are checked for grammar, syntax, facts, figures, and sense, and also clarified for betterment, and are condensed for economy of space.

Editing is a process of selecting, preparing, writing, proof reading and publishing in the print media to disseminate the information to their target readers. The editing process goes through many channels from writing to correction, correction to consideration, consideration to modification and modification to production. The editing process starts with the reporter or author’s original writing and ends with the editor’s idea, creation and publication. 

News editing is tailoring news items or a news story to the required shape and size, using the right kind of expressions and symbols. A copy is edited to highlight the "news sense" in a story, and to bring uniformity of language and style in an issue of a newspaper.  Editing  defines as ‘preparing for publication (especially in a newspaper or other periodical); doing the work of planning and directing the publication of a newspaper, magazine, encyclopedia etc; preparing a cinema film, tape recording by putting together parts in a suitable sequence.

Prominent American theorist and Editor-at-large of American monthly magazine ‘ Norman Podhoretz says ‘editing is to improve an essentially well-written piece or to turn a clumsily written one into,  a beautifully shaped effective .

https://www.youtube.com/watch?v=_jdBhzBcA9M

 The information can be for publication or for broadcasting. It can be the content of a book, a magazine, a newspaper in case of print media. And in case of electronic media, it can be the content of radio, television, cinema or a website.’.’

 As veteran journalist Dasu krishnamoorty https://www.thehansindia.com/featured/sunday-hans/author-dasu-krishnamoorthys-second-book-the-seaside-bride-is-a-delightful-read-593418puts it, ‘Editing is a whole concept around which a message is conceived, perceived, designed and communicated.’ It is a chain of activities that starts with the assigning of beats to the reporters and culminates in the final publication of the newspaper.

 News editing is all about building bridges with mass audiences by eliminating blocks in that process. Editing makes the copy suitable for publication.

Desk Management 

In the print media industry, there are various editorial departments working together to publish a newspaper. The newsroom is headed by an editor or a chief editor followed by editor and then sub –editor and editorial assistant. The designation varies according to the choice of the organization. He plans and directs the day's news operations. He is supported by a team consisting of the news editors, chief sub-editors (chief sub), senior sub-editors and sdb-editors (sub). 

The editorial position is headed by chief editor 

The news desk usually operates in three shifts: morning, afternoon and night (till late in the evening, even up to 2.30 a.m.). In between, there are two link shifts-morning and evening-which are headed by the news editors and or chief subs. They are also called 'slot' men.

 Ideally, in a newspaper, it is the news editor who plans and directs page making, while the chief sub helps and implements it.

The exercise of editing, especially in print media, can broadly be divided into four stages:  

• ·         Conceptualisation and planning
• ·         Visualisation
• Planning and Visualization of news Writing a news story involves a series of tasks both reporting and writing. Here are few things to be remembered while writing for newspapers: 

1. (a) Find something interesting to write about; 
2. (b) File the report and quote its sources;
3.  (c) Be objective and fair;
4.  (d) Draft a lead that will draw attention of your readers; 
5. (e) Formulate the lead; develop the structure for the rest of the story; 
6. (f) Conduct interviews;
7.  (g) Choose the best quotes to use in your story;
8.  (h) Follow up the story to reach upto the conclusion. 

• Apart from above plan a good news editor can visualize more ideas to structure his story. There are multiple ways to establish a good news story. But creative story writers go through step by step with newer. Newser is the theme on which the whole story is based on. First and foremost step is to think about the headlines and then cover the story with multiples examples like in hard news the title can be
• ·         Dummy Preparation
• ·          Handling of copy

Of the four stages, the most exhaustive stage is the fourth stage, i.e., handling of copy. It involves the following:

1. Selection of news items

                Therefore, the first activity, i.e., selection, is basically a gatekeeping process. It involves sifting through the entire incoming news items, i.e., the copy and sorting out the newsworthy stories in accordance with the newspaper’s editorial policy.

 2. Cutting and pruning

 3. Removal of mistakes

A fact checking is a very important ingredient of good editing especially in news field and information world. A single error can damage not only the reputation of a newspaper but also the credential of an editor. In newspapers, many factual errors are prevented as the editor works as “Gatekeeper.” To ensure this the following can be kept in mind: A good editor verifies the news credibility at least from two sources. Whether it is original sources or websites. Editor can either ask the writer for his source of material or enquire from somebody to know the truth of story

4. Rewriting when necessary

The second, third, and fourth stages together form what is popularly known as copy editing. It includes cutting the news, tailoring and shaping them for publication. It also includes checking for inadequacies in grammar, syntax, facts and figures and, of course, news sense. It is also the job of the copy editor to cross-check facts. If required, corrections are made and at times the story is even rewritten.

5. Finally, the news report is topped with a suitable headline

STYLEBOOK

In a publication house, copies are filed by different reporters with not similar writing skills. Therefore, an important function of copy editing is to bring uniformity of language and style in conformity with the stylebook, so that readers get a uniform reading experience.

Generally, every newspaper organization has its own style book. Stylebook is a manual or a kind of guideline that provides the usage of words, punctuation and typography to prepare a news story for publication. While style sheet is the form that defines the layout and design of a document when writing for a newspaper. A style sheet consists of page size, font, margin and word format to develop the story. Style sheet are useful for any print media organization because you can use the same style sheet for any documents which is going to be published.

Style-Sheet:

 In print media, organization style sheet has an important role to play for the editors, authors and proof readers etc. to maintain uniformity and consistency within a single manuscript across the news paper. 

This is called as style sheet. Traditionally, a copy editor for any news organization creates a stylesheet as he/ she edits and passes the same style-sheet onto other professionals working on it to check. 

A style sheet is usually a word document file defining the layout, design and presentation. 

The style sheet specifies the parameter, page size, font and its margin. It is very important for any news paper to maintain a uniform and a consistent style for the whole document.

 AP style mistakes.

 The first Associated Press Stylebook came out in 1953. It was 60 stapled pages, and grandly called itself the “most definitive and inclusive work ever undertaken by a group of newspapers,” according to the 2009 edition foreword. The Stylebook today is a collection of rules—part dictionary, part encyclopedia and part textbook. Though the book has undergone several revisions, it remains committed to its original mission: “to provide a uniform presentation of the printed word, to make a story written anywhere understandable everywhere” (Stylebook foreword). 

The book contains an abundance of material and may appear insurmountable to memorize. It is. To help get you started in learning the multitude of style rules, below are 10 style rules media editors use often. This is generally true throughout the world of media: public relations, advertising, online media, magazines and newspapers generally rely on AP style. (Note: AP style is not the same as APA style, the academic style most students learn in social science courses. That style is a product of the American Psychological Association.) 

1. Never abbreviate the following words: days of the week; the months of March, April, May, June and July; the states of Alaska, Hawaii, Idaho, Iowa, Maine, Ohio, Texas and Utah; percent (and it is always one word, not two); company or corporation; department; assistant; associate; association; attorney, government; building; department and geographical locations of alley, road, drive, circle, terrace and highway.

 2. Spell out single-digit numbers (zero to nine), and use numerals for numbers 10 and above. However, note the exceptions. Always use numerals for ages (3 years old); weights and heights (9 pounds, 7 ounces; 8 feet high); dimensions (2-by-4; 5 inches); dollars and cents ($6; 6 cents); speeds (5 mph); scores (6-10); votes (3 votes); percentages and ratios (4 percent; 2-1 ratio) and temperatures (4 degrees). 

Commas should be used after every three digits of a long number, such as 29,875.

 But when you reach millions, billions, and trillions, rely on the easier-to-read word, with a decimal:

OBJECTIVES OF EDITING:

1. Striving for focus and accuracy:

 Accuracy is one of the chief corners of the editing stage. News reports have the professional and ethical responsibility to include in their research and writing process the checking of facts, which includes the correct spelling and pronunciation of names, the factual details of a story, and any basis upon which conclusions are drawn. Multiple checks for accuracy are the norm.

  2. Fact Checking:

3. Maintaining Objectivity:

4. Staying on Track:

source http://egyankosh.ac.in/bitstream/123456789/57121/1/Unit%2010.pdf

https://www.ndsu.edu/pubweb/~rcollins/313editing/editingacrossmedia12-11.pdf

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Aesthetics is broader in scope than the philosophy of art, which comprises one of its branches. At a very basic level aesthetics involves the knowledgeable appreciation of art, an enquiry toward art for purposes of examination, refinement, and elaboration.

Conceptual art is art for which the idea (or concept) behind the work is more important than the finished art object. Conceptual art referred to as , an art in which the concepts or ideas involved in the work take dominance over traditional aesthetic, technical, and material concerns. . In conceptual art the idea or concept is the most important aspect of the work or  an artist uses a conceptual form of art.

 

 

The term ‘concept art’ had been used by Henry Flynt of the Fluxus group  in the early 1960s. This term first used by the American critic Lucy Lippard in the form of a book, 'Six Years  in 1973'. The movement that emerged in the mid 1960s and continued until the mid 1970s was international, happening more or less simultaneously across Europe, North America and South America .

 

 

Artists associated with the movement attempted to bypass the increasingly commercialized art world by stressing thought processes and methods of production as the value of the work.

CONCEPTUAL ART

Few artistic movements have attracted so much controversy and debate as conceptual art. By its nature, conceptual art has a tendency to provoke intense and perhaps even extreme reactions in its audiences.

 

While some people find

1.     conceptual art very refreshing and relevant, many others consider it shocking, distasteful, and

2.     conspicuously lacking in craftsmanship.

3.     Some even simply deny that it is art at all.

4.     Conceptual art, it seems, is something that we either love or hate.

 

ART  AS IDEA

The most fundamentally revisionary feature of conceptual art is the way in which it proclaims itself to be an art of the mind rather than the senses: it rejects traditional artistic media because it locates the artwork at the level of ideas rather than that of objects.

Because creative process tends to be given more weight than physical material, and because art should be about intellectual inquiry and reflection rather than beauty and aesthetic pleasure (as traditionally conceived.

 

For conceptual art, ‘the idea or concept is the most important aspect of the work’ (LeWitt 1967, 166). Art is ‘de-materialized’, and in this sense held to be prior to its materialization in any given object.

 

The claim that the conceptual artwork is to be identified with an idea that may be seen to underlie it has far-reaching ramification. It not only affects the ontology (Ontology is the branch of philosophy that studies concepts such as existence, being, becoming, and reality. ) of the conceptual artwork but also profoundly alters the role of the artist by casting her in the role of thinker rather than object-maker.

 

 

SEMANTIC REPRESENTATION

For all these reasons, the kind of representation employed in conceptual artworks is best described in terms of the transmission of ideas. In conceptual art, the representation at work can generally be seen as semantic rather than illustrative.

 

That is to say, it sets out to have and convey a specific meaning rather than to depict a scene, person or event. Even in cases where a work makes use of illustrative representation, conceptual art is still putting that representation to a distinctively semantic use, in the sense of there being an intention to represent something one cannot see with the naked eye. Accordingly, the conceptual artist’s task is to contemplate and formulate this meaning – to be a ‘meaning-maker’.

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