Before we begin this week, let’s drop back and consider the four characteristics of media writing (you remember those, don’t you): accuracy, completeness, efficiency and precision. Aren’t we talking about a different set of characteristics when we talk about writing advertising copy?

Not really.

The major points of the lecture are:

• Advertising copy comes from research -- knowing key facts and relating them to advertising problems and objectives.
• Advertisicing copywriters should include appeals based on product benefits.
• Slogans need to be brief and unambiguous.

More lecture notes, etc.

Readings

Read Chapter 8 of Writing for the Mass Media. Make sure you understand all of the concepts and practices discussed there.


Reading room