Reflection 3 (Best Body Copy)

Week 5

Reflection

The five considerations in writing an effective body copy.

1. Always start the body copy with a clear and concise detail about the product like what is it and how it is used. The body copy should also include text that show how is this product more beneficial than any other similar products, a rough idea of the products price and also details of which type of consumer can make use of this product and improve their lives.

2. Using words that sound active and not dull or boring in order to engage your consumers or target audience.

3. Show feedbacks and testimonials from consumers and also experts to make your ad more credible, effective and persuasive.

4. Use simple languages such as how we communicate with our friends and families daily.

5. Use columns because some studies have shown and proven that people's eyes get tired when they are reading long lines of text and they will have a had time getting from one line to another without accidentally reading the same line or skipping a line. Therefore, use columns to make it more appealing and easier for your target audiences to read.

Links:
http://www.wisegeek.com/what-is-a-body-copy.htm

https://quickstartcopywriting.wordpress.com/tag/writing-body-copy/

http://www.iconicpartners.com/blog/effective-body-copy-design-graphic-design-marketing-part-2#.VChDc_mSyyZ

http://quickstartcopywriting.wordpress.com/2010/01/05/surefire-tips-for-writing-persuasive-body-copy/

Signing off by : Lim Sze Young 0319254

Best Body Copy Of a Print Advertisement 2

Week 5

Post 2

Daihatsu MPV

I find this print ad interesting as it made me laughed at it for a bit. This is an ad for Daihatsu's MPV which is cheap and also ordinary looking. The approach that is used on this ad is to compare this humble vehicle to a prestige luxury car - Lamborghini. Despite being out of its league, this approach has a positive effect which is being humorous and hence grabbing readers' attention with it.

Headline: Obviously the headline is the core of this ad as it is emphasized with big fonts which have taken up two thirds of the space. The headline "Picks up five times more women than a Lamborghini" itself is very eye-catching, straightforward yet making readers want to know more about the subject. Hence, continue reading the body copy.

The body copy consists of all the benefits that the vehicle offers. However it is presented in a humorous way as well. The body copy is quite engaging to the readers. For example, it says "don't laugh" after the sentence where it brags about the product. It's overall idea is to compare with Lamborghini and convincing people to not waste that kind of money to buy a luxury car.

This ad has fulfilled the requirement of a good body copy as it has also included the "call-to-action" for readers. As for the layout, it is clear, concise and clean. Without any clutter, I find this particular ad effective and very pleasant to see.

Signing off : Koyin Lau 0308565

Best Body Copy Of a Print Advertisement 1

Week 5

Post 1

Go Beyond

So far this print ad is seen the best for me and it is very interesting for me due to the content or the topic of the ad. This ad is about a mountain climbing challenges that in together with services to strengthen individual’s life experience.

Headline: The headline is interest me because GO BEYOND seems in the meaning of reaching our own limits and over performance or surpass ourselves.

Introductory Paragraph: it is interesting because the body paragraph stated the tone of convincing, sentences of the point features that keep enhancing adventurers. No experience necessary means it does not need any experience to try this challenge, just try.

Benefits or USP: the benefits interest me because this challenge provides us adventures experience, change the sense of ourselves, and the bravery will last longer for us.

Call to action: after the ad present all about the features of the ad. The ad’s form of call to action is stated in below such as the contact number of the company and the website of the organization.

Format/type: Format was interesting due to the presentation of the print ad words and the visual enhancing the motivation for adventurers. Alignment was good, clever with font size and arrangement.

Sign off by : Chan Chi Rap  0306431

Reflection 2 (Creative Strategy)

Week 3

Reflection

The considerations taken to create a good ad strategy are customer, product and competitor. To create a good ad strategy you need to know who your target market is. For an advertiser they need to know to whom they are going to target their ads. They need to look at multiple aspects of target market such as the demographic, psychographic and geographic. Besides that, advertisers must also keep up with the trends around their target market, if they don’t understand their brands environment their advertising will not be on trend and will not target to the right customer.

As for the product they need to describe the product what it does and also the product benefits, how it benefits the customers. If it is good then it will persuade them to buy it. They must know how to make the customer feel comfortable after buying your product.

For the competitor, it is very important to know who your competitors are. Check out their ads and compare it. You can interview the customers to find out why they like the competitors, and find out the competitors weakness. By knowing they have these weaknesses, from there you can improve your product.  

Sign off by : Chin Yuli   0318573

Creative Strategy Advertisement 2

Week 3

Post 2

Media: Print ad

Title: Yo Sushi

Sponsor: Producer

Prospects: The target audiences will be sushi lovers who likes fresh sushi done or prepared upon order instead of bring prepared before to maintain the freshness.

Product: The freshness of the sushi that Yo Sushi is selling.

Problem: The problem is that some consumers do not understand what does the ad says. The visual of the ad catches attention but not everyone understands what the ad is trying to sell.

Objective: The point of creating this ad is to sell the food quality that is provided by Yo Sushi as like in the visual of the ad, the clean cut of the salmon with sushi rice and also salmon slice in the middle tells the consumer that their sushi is prepared as fresh as a fresh slice cut out from a salmon, ensuring the greatest quality in taste and also freshness. It is also to convince their target audiences about their food quality. Consumers will be able to joy fresh sushi and also the greatest quality of food from this ad.

Tone: This ad present with enjoyable tone 

Brand Character: Healthy as freshness, try the fish.

Sign off by : Lim Sze Young  0319254

Creative Strategy Advertisement 1

Week 3

Post 1

Interesting Creative Strategies reflected in ads

Media: Print ad

Title: Dior Addict Fluid Stick

Sponsor: Dior

            This ad by Dior was taken from the back cover of CLEO magazine May 2014 issue. The ad is targeted towards females, particularly adults aged 21 to 50. The product of the ad is a “hybrid” of lip gloss and lip stick which goes by the name Fluid Stick.  The ad focuses on introducing the new product and its’ benefits to readers, at the same time convinces the readers that the product has great prestige. The ad uses the headline “ This is not a lipstick1”  to arouse readers’ curiosity and thus leading them to read on. Readers’ will then move on to the subheadline : “The one coat do-it-all hybrid lip fluid, high impact color, glossy shine, fabulous wear.” The subheadline further explains the benefits of the product, which is that the fluid stick is a convenient cosmetic as it is a combination of a lip balm, lip gloss and lipstick. Also, it has a variety of high impact colors too. The do-it-all lip fluid is brought out to overcome the problems that most women nowadays face, which is the convenience of using and bringing along less cosmetics.

            This ad uses the rational appeal to convince buyers, by emphasizing on the benefits that the fluid stick will bring about. Besides that, the feminine appeal is also used in this ad. This particular appeal is widely used in cosmetic and clothing brands ads, it aims at creating the impression of a perfect person. As for this ad by Dior, a beautiful model was shown using the Dior Addict Lip Fluid, the message is that the product will infuse the perfection or the stated qualities in whoever uses the lip fluid.

            Lastly, this ad uses a sophisticated and daring tone to deliver their message to the audience by focusing on the use of red color in the ad. That will create a memorable impression to the readers.

Signing Off : KoYin Lau 0308565

Reflection 1 (Classical Print Advertisement)

Week 2 

Post 3

Reflection

Bill Bernbach‘s copywriting is not mainly about selling and promoting the car. It brings out the information about the vehicle to the customer. He does not mainly focusing selling the car but he is telling the advantages about it. The headline that he created is linked to the picture of the vehicle, tiny in size and in black color with white background to bring out that the message about the vehicle was actually small. He used the concept of creative and bringing out the information in this advertisement. Compared to Julian Koeing, his advertisement is also about cars, but instead of telling the information, his style of copywriting was actually about promoting the cars, selling the cars to the customers. Julian Koeing advertisement is basely about selling the vehicles, and persuading the customers to buy the vehicle. Julian used a most creative and intelligent idea to bring out the advertisement. He used a fruit named as the title of the advertisement to attract the audiences to read the advertisement. In the other hand, the title that he created was not linked to the image, it left a lot of imagination space for the audiences. Julian Koeing, is a famed advertising copywriter who yet claimed himself just as “a writer of short sentences” and also regarded as one of the 20th century’s most innovative advertising writers. Compared to Bill Bernbach instead of telling how good quality is the vehicle, he is telling the audience more information about the vehicle.

Sign off by : Chloe Low Zhi Hui   0314910

Classical Print Advertisement 2

Week 2

post 2

Julian Koenig

Source: http://archive.epica-awards.com/pages/results/2009/winners/print/images/19_01004_001_VW_Classical_Parts_Lemon_Press.jpg

http://adage.com/article/people-players/hall-fame-copywriter-julian-koenig-dies-93/293787/

Media: Internet print ad.

Ad Title: Lemon.

Headline: The headline of the ad is "Lemon" which made the ad look much more interesting and unique than any other ad as it is a car in the photo.

Body Copy: The body copy is rather lengthy and not very interesting because of the word lemon been used as describe for the poor quality cars. They are trying to tell the people that each and every car produced in VW goes through 3389 inspectors.

Slogan: The slogan, "We pluck the lemons, you get the plums" is interesting as it catches attention and simple.

Visuals: Not very interesting as it did not describe much about the headline as the main meaning of the ad is from the body copy itself and it is not very related to the visual.

Ad strategy: Julian Koenig's copyrighting focuses on promoting the services and inspection required for each car to go through in the all the stages of production to ensure the quality of the car is better than any other car and it requires less maintenance as in the body copy itself says that VW are get rejected even if there are surface scratches barely visible to the eye. The headline catches attention of readers or viewers to think whether this is an ad about a fruit or a car but the headline of the ad is not very much related to the car itself.

By : Lim Sze Young

Sign off by : Lim Sze Young  0319254

Classical Print Advertisement 1

Week 2

Post 1

Bill Bernbach

Source: http://designshack.net/articles/graphics/the-greatest-print-campaigns-of-all-time-volkswagen-think-small/

Media: Internet

Ad Title (Headline): Think small

Headline: Yes is interesting, the word is simple that caught people’s attention and curious about it and makes them to read the body copy.

Body copy: Yes is interesting, it is short and talks about the advantages of owning a small car that relates to the headline and the visual.

Slogan: The slogan “think small” it’s interesting, simple and short that is easy to remember.

Visuals: It’s interesting because it is creative that filled with white space with a small Beetle car. 

Ad strategy: Bill Bernbach’s copywriting approach do not promote the brand of the car, it focused on providing as much information about owning a small car to the customers. It does not persuade the customers to purchase the car. The strategy of the ad is the headline that talks about the advantages of using the small Beetle car compare to a big car. The simplicity of the headline and the visual that relates together to show the benefits of the car to the customers. It is because most of the car ads they advertise more on the luxury and status of the car as a selling point, but this ad they provide more information about the car rather than persuading customers to purchase the car.

By : Chin Yuli

Sign off by : Chin Yuli   0318573

Introduction

Week 1

Agency: ONE MAN ADVERTISING AGENCY

Group members :

1. Chan Chi Rap   0306431
2. Lim Sze Young  0319254
3. Yap Shi Ying   0306133
4. Lau Ko Yin   0308565
5. Chin Yuli       0318573
6. Low Zhi Hui    0314910

Purpose: We created this blog is for our assignment purposes due to the module (Creative Copywriting ADV60304). We will post our weekly work here as a platform of our submission.