Diyah Ayu Amalia Avina D_avina2001@yahoo.com COPY WRITING Diyah Ayu Amalia Avina D_avina2001@yahoo.com.

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Diyah Ayu Amalia Avina D_avina2001@yahoo.com COPY WRITING Diyah Ayu Amalia Avina D_avina2001@yahoo.com

It is the reading matter in print advertisements; COPY ? It is the reading matter in print advertisements; voice on radio; the visual and the dialogue and description by characters of background voice on TV and in film; and painted matter with figures on hoardings and wall surfaces. The meaning of copy can vary slightly with the particular medium. In all the media, therefore, ‘the words, sentences, lead voices and visuals or pictures (moving or still), on newsprint, audio tapes or video tapes,’ constitute copy. To some writers, copy refers to the entire advertisement, including illustrations. J.V. Vilanilam and A.K. Varghese, 2004

The language of advertising COPY WRITING? classical definition describes copywriting as salesmanship in print. Copywriting is the art of writing something to make your target audience think about what you have to tell them. The language of advertising To some writers, copy refers to the entire advertisement, including illustrations. copywriting merupakan Proses untuk menunjukkan nilai dan manfaat yang ditawarkan oleh merek (moriarty 2009)

The person who shapes and sculpts the words in an advertisement COPY WRITER? What should they have? Expert on words Love words search for the celver twist, the pun, the powerful description, the nuance Should understand : meanings, derivations, moods, and feeling of words - “thick skin  understand critique and be able to revise” The person who shapes and sculpts the words in an advertisement “ a killer poet” Seseorang yang menulis naskah dalam organisasi Seseorang yang menciptakan, membentuk dan membuat seni kata dalam periklanan Copywriter merupakan seseorang yang jabatannya setara dengan art director di dalam sebuah agency periklanan. Seorang copywriter tidak hanya mencintai dunia kata tetapi juga menguasai visualisasi karena copywriter-lah yang mengolah imajinasi visual ke dalam rangkaian kata-kata/narasi. Tugas seorang copywriter adalah mengolah data dan menyelaraskan ide dengan strategi kreatif periklanan yang mengacu pada tujuan produk/jasa yang hendak diiklankan.

isntitutional in-house Jobs in Copywriting copywriter freelance ads agency corporate in-house government / isntitutional in-house station

FULFILMENT OF THE CLIENT’S GOALS COPY CREATIVITY IMAGINATION POWER OF EXPRESSION FULFILMENT OF THE CLIENT’S GOALS J.V. Vilanilam and A.K. Varghese, 2004

Creative Plan : basic of ads elements Copy writer should an expert on : Languages Visual imagery Has a comprehensive understanding of human psychology and insight Creative plan : Dasar yang mengarahkan elemen pesan dalam advertising copy Psikis manusia (mengerti human insight dan psikologis)

WRITING EFFFECTIVE COPY Effective copy SUCCINCT (Ringkas) FOCUS fokus tunggal dan spesifik Personal KonversaTional Original Use variety Use descriptive imagination

Writing effective copy..(1) Short, familiar words, short sentences, short paragraph Be succinct : Focus on one main point Be single minded : Don’t waste time on generalities, ; more specific the message, more memorable Be specific :

Writing effective copy..(2) Directly address to specific audiences,,, Get personal Deliver simple message instead of too many points Focus on Single idea, then support it Keep a single focus Use language of everyday conversation Be conversational

Writing effective copy..(3) Be original To add visual appeals on oth print and tvc, avoid : a. Long blocks of copy in print ands – break into short paragraph and subheads b. Break up gv monologue with visual changes, such as shoot, sound effect, diealogue Use variety Use imaginative description

yang jelas dan mengarahkan pada satu keunggulan tertentu Advertising writing style Simple is better – easy to understand Focus on one main point ( spot and time are expensive) Count the words yang jelas dan mengarahkan pada satu keunggulan tertentu Menghitung setiap kata yang digunakan, karena penggunaan tempat dan waktu beriklan cukup mahal

COPYWRITERS TOOLKIT

: all emelent that readers see in their intial scanning Copy in print Display copy : all emelent that readers see in their intial scanning Headline , Subhead, Call outs , Taglines, slogans Body copy : Elements that are designed to be read and absorbed Ex : text and caption

logotypes and signatures. Copy element Copy element (1) headline, (2) overline, (3) subheadline, (4) body copy, (5) captions, (6) blurbs, (7) boxes and panels, (8) slogans - tagline; logotypes and signatures. pada umumnya, sebuah iklan dibangun dari dua atau tiga elemen copy.

Headlines The headlines contains the words in the leading position in the advertisement. The words that will be read first They are situated to draw the most attention. They appear in larger type (font) than other parts of the ad fungsi utama sebuah headline adalah untuk menarik perhatian audience ketika dilihat seketika itu juga. Headline merupakan frasa atau kalimat yang berfungsi sebagai pembukaan iklan. Headline seringkali berupa huruf besar atau posisi yang menonjol untuk menarik perhatian

Lead the audience to the body of the ad Role of the Headlines Attract attention Engage the audience Explain the visual Lead the audience to the body of the ad Present the key benefit

Free Now Amazing Suddenly Announcing Introducing It’s here Improved At last Just arrived New Etc….. Use Power Words

Headline types Direct action Straightforward and informative Ex : UV protection Indirect headline it does not provide many information but image and story / art Ex: : help , I need tourniquest Indirect headline : Tidak bersifat selektif dan tidak memuat banyak informasi namun dikemas menarik untuk menciptakan citra

Direct action

Indirect headline

Benefit headline (direct benefit/ assertion) Types of Headlines Benefit headline (direct benefit/ assertion) Command / dirrective headline News/informative headline Provocative/emotional headlines Question headlines Curiousity headline Off beat (association) headline Horn blowing Slogan, logotype and layout

Benefit Headline Promises the audience that using the product will be rewarding Simple statements – not cute or clever Ex : Gore-Tex Fabrics : Keep you warm and dry, Q-Vel® prevents nighttime leg cramps TASTER’S CHOICE ® makes fresh coffee in seconds Speak a foreign language in 30 days or your money back. Benefit headline (direct benefit) berupa pernyataan simpel tentang keuntungan penting yang akan didapat konsumen dari produk yang ditawarkan. juga merupakan news headline dan sering kali juga berubah menjadi hornblowing headline saat mengusung penonjolan kualitas terbaik Includes the name of the product

Benefit Headline News/informative

Orders readers to do something Combine order and advise Ex : “Obey your thirst.” “Please don’t squeeze the Charmin” Next time take the bus and leave the driving to us. Directive / command headlines kombinasi antara perintah dan saran.

Command And provocative

And provocative/ emotional Command And provocative/ emotional

Grab attention by focus on human’s feeling Ex : a) Beautiful lingerie, you’ll both enjoy the romance (direct) b) But will he want a second date? (indirect – mouthwash product) Emotional headline

Provocative

news emotional Announces news or promises information : “Sea World’s It’s a Girl!” “New life for your financial future” “ Now, you can have extra crispy hash brown in minutes” News / information headline news emotional Menunjukkan kebaruan atau berita tentang suatu hal

Asks a question Encouraging readers to look for answers in the body of the ad Ex : “What makes out tires smarter & richer than others?” Question headline

Provoke reader’s curiosity To stimulate questions or thoughts Provides story appeal Ex : Lay’s Potato ad ‘Betcha can’t eat just one’ Curiousity headline Mirip dgn offbeat headline  Inti utama memantik rasa ingin tahu. Your search for a perfect cup of coffee ended in Gayle, Sweden, more than 100 years ago. Some people don’t even tell their best friends about us. Could a cat eats supermarket pet food take this test and land on it’s feet?

Unconventional headline  use analogy which doesn’t have direct relation with product Offbeat headline headline yang tidak konvensional dan cenderung dipakai untuk melakukan pendekatan lewat analogi tentang sesuatu hal yang tidak mempunyai hubungan secara langsung dengan produk yang diiklankan a) Rush hour traffic in New Zealand (ilustrasi yang ditampilkan adalah segerombolan domba memenuhi jalanan sepi di jalanan New Zealand. b) Wow. Wow. Wow. (masing-masing wow ditampilkan bersama tiga ilustrasi rumah yang dimodifikasi berbeda).

“Brag and Boast” – superlative – number one Ex : Most Luxurious, The Finest ever built, Incomparable! Oil of Olay. Amazing. And still ahead of it’s time. When it looks this good – it’s got to be Dansk The world’s most efficient peppermill Hornblowing headline (menonjolkan dan melambungkan kemampuan diri sendiri sehingga terkesan angkuh).

Focus on brand name,logo, and slogan Ex : The Burberry Look (label) b) No. 5 Chanel Perfume (label) Slogan, logotype and layout Iklan dengan ilustrasi produk yang menampilkan brand name/logo dengan tulisan ukuran besar yang mungkin juga dilengkapi dengan slogan produk tersebut. Dalam kasus tertentu, headline menjadi brief untuk tema tetap dalam tiap iklan produk tertentu. produk yang iklannya menggunakan tema tetap bertujuan untuk (reminding) mengingatkan audience akan keberadaan sebuah produk tertentu.

Phrases or sentences lead into the headline To set the stage Overlines Overline or underline Phrases or sentences lead into the headline To set the stage Overlines Phrases or sentences as follow up of headline To elaborate the idea in the headline and serve as a transition to body copy underlines Overline : frasa mendahului headline Underline : Frasa atau kalimat yang mengikuti headline Biasanya huruf lebih kecil dibandingkan headline Tujuan overline adalah membuka area dan underline untuk mengelaborasi ide headline dan sebagai transisi isi iklan.

Body copy (body text) The text of the ad It usually smaller sized type than the headline Written in paragraph/ multiple lines Its purpose to explain the idea or selling point Body copy merupakan pesan utama dalam sebuah iklan. – isi atau teks iklan Biasanya huruf kecil dan ditulis dalam paragraf atau beberapa baris kalimat. Bodycopy difunakan untuk menjelaskan ide atau selling point

-- Underline -- body copy

Headline - Sub-headline - Underline

Subheads Used in longer copy blocks Usually bold type or larger than body copy Its purpose is to make ads clear and logic - Sub-headline Digunakan dalam blok teks yang panjang , mengawali bagian baru dalam teks. Biasanya dengan huruf yang lebih besar dan tebal daripada isi teks Tujuan subheads adalah untuk menjelaskan logika, membantu audiensi membaca teks dan membantu memahami apa yang dikatakan iklan

subhead

Call-outs Sentences tgat float around the visual, usually with line or arrow pointing some specific element in the visual that they name and explain Kalimat yang melayang disekitar gambar, biasanya dilengkapi dengan garis atau panah yang menunjukkan elemen spesifik dalam visual yang mereka sebut atau jelaskan. (moriarty (2010) Contoh – dalam iklan body lotion, ada panah2 dan tulisan di sekitar tubuh yang menunjuk tangan, kaki yang mengatakan kekeringan, kusam, ataupun merona Dalam iklan obat panas dalam, muncul tulisan tenggorokan gatal, bibir pecah2, dsb disekitar gambar model

captions A sentence or short piece of copy that explain what you are looking at in a photo or ilustration Equal with body copy Headline & caption Captions adalah bagian kecil yang digunakan bersama ilustrasi, kupon, dan penawaran special lainnya. (burton 1990) Captions merupakan kalimat pendek atau bagian pendek dari teks, yang menjelaskan apa yang sedang anda lihat pada foto atau ilustrasi. (moriarty 2010) Captions jarang digunakan dalam iklan karena gambar diasumsikan telah menjelaskan banyak hal Umumnya posisi captions tidak terlalu penting dibanding bagian lain yang lebih menjual seperti body copy dan biasanya caption ditampilkan dengan ukuran huruf yang lebih kecil dari body text. Tetapi ketika seseorang memposisikan captions sebagai satu-satunya keterangan dari sebuah produk yang dijual maka posisi captions berubah menjadi penting dan dapat dipertimbangkan sebagai sebuah body copy.

Blurps or BALLON A blurb is a short summary or some words of praise accompanying a creative work. Sebuah blurb atau balloon (balon kata) adalah sebuah elemen yang dalam dunia periklanan khusus ditempatkan untuk keberadaan copy yang mengesankan bahwa sebuah pernyataan dikatakan oleh karakter yang diilustrasikan dalam iklan. Blurbs sering juga dijadikan sebagai headline tetapi blurb tidak pernah lepas dari fungsinya di atas kecuali ditampilkan dengan ukuran font yang besar dan ditempatkan di headline sebuah iklan.

Simple caption use for grab attention Boxes and panels Simple caption use for grab attention “boxes” Boxes and panels sebenarnya adalah sebuah captions sederhana yang digunakan untuk menarik perhatian lebih dari audience. untuk box, penerapannya hanya dengan membuat kotak di tengah-tengah copy yang ingin ditekankan untuk panel, seperti langkah sebelumnya lalu diberikan warna yang mencolok seperti hitam atau warna lainnya.

Diction Word choices –including mood, attitude, dialect, and style of writing (literary-devices.com) diction Diksi atau pilihan kata sebenarnya agak jarang didefinisikan secara khusus. Pada Kamus Bahasa Indonesia Kontemporer ditemukan definisi diksi yaitu pilihan kata; penggunaan kata yang sesuai dalam penyampaian suatu gagasan dengan tema pembicaraan, peristiwa atau pemirsa.

Tagline Tagline A short pharase that wraps up the key idea or creative concept that usually (but not always) appears at the end of the body copy Tagline repetitions on several ads series  slogan Frasa pendek yang mengungkapkan ide atau konsep kreatif yang biasanya muncul di akhir isi iklan (body copy) Tagline kerap kembali merujuk pada headline atau membuka frasa dalam satuiklan.

SLOGANS Taglines/themelines Standard statements , unique phrases Provide continuity to a series of ads Reduce advertising message strategy to a brief, repeatable, and memorable positioning statement AT&T’s “Reach out and touch someone” Cereal ad “Breakfast of Champions” DeBeers ad “Diamonds are forever” Honda as “ One heart” Frasa unik yang berfungsi sebagai moto untuk kampanye, brand atau perusahaan. Ia digunakan dalam beragam komunikasi pemasaran untuk periode yang panjang slogan seringkali difungsikan sebagai tagline

Tagline and slogan

Picture Caption Copy Tagline / Slogan

Single ads : tagline Multiple ads : Slogan

Call to action A line at the end of an ad that encurages people to respond and gives information on horw to respond Ex : CN network have response information : addreess, toll free phone number, email address, web address Call to action

Covers features, benefits, and utility of the product or service Body Copy or Text Interest Credibility Desire Actions steps Covers features, benefits, and utility of the product or service The text of the ad It’s usualy a smaller-sized type and writtend in paragraphs or multiple lines. It purposes is to explain the ida or selling point

Straight sell Institutional Narrative Dialogue/monologue Body Copy Styles Straight sell Institutional Narrative Dialogue/monologue Picture caption Device

Straightforward, factual presentation Presents facts and clear solutions Good for high think-involvement products Ex : Citibank’s Service Straight sells

Straight sell

Promote philosophy or merits of a company Organization’s image. Ex : Banks Insurance companies Public corporations Large manufacturing firms Institutional copy

Tells a story Creates a situation and uses the product as a rescue or saver Ex : Insurance company (the man who dies but, fortunately, had just renewed his policy) Narrative copy

narrative

Characters in the ad do the selling Dialogue/Monologue Copy

Picture Caption Copy Picture-caption Ad Story with illustrations and captions Picture-caption Ad Picture Caption Copy

Look for a print ad to analyze TASK Do a web search Look for a print ad to analyze Identify the elements of the ad What kind of headline was used? Was there a subhead and a slogan? Was the visual attractive? Was the overall lay-out creative Does it make the readers think? In what way? Embed your chosen ad into your blog post (add the web link)