University:
Boston University
Course:
CAS WR 153 | Writing, Research, & Inquiry with Creativity/Innovation
Academic year:

2022
Views:

341

Pages:

2
Author:

dugninisjfh1

Creative Writing for Advertising Headlines Parts of A Print advertisement Before you can analyze or create advertisements, it is important to know and understand the basic parts of an advertisement. How to Write a Headline Let’s start with a very ordinary product. For example, Dry Idea Anti Perspirant. Below are just a few ways that lines could be created to talk about Dry Idea. Just imagine the visual--all you'd see is the package of Dry Idea. (Mark Nardi, 2019) Now, since it’s called antiperspirant, what can we do with that term? “It’s anti-perspirant, anti-embarrassment, and anti-hey-open-the-window-will-you?” If you really sweat, your shirt will show those stains. So it gets kind of gross, but we could try having fun with that: “Hi, my name’s Brad, and these are my pit stains.” Here’s another way to look at too much sweat: “Your nickname should never be the Human Waterfall.” How to Write a Headline Based on Straight-lines What is a straight-line? A straight-line is a plain sentence that clearly states the key message the ad wants to convey. Example: “This chair is really comfortable.” How can you write a headline based on a straight-line? Capture the gist of the straight-line in a memorable way to hook the reader. Examples: “This chair is really comfortable.” → Ever try binge sitting? “This moving company is very careful.” → We bubble wrap our bubble wrap. We don’t just carry your stuff. We cuddle it. How to Write Body Copy for a Print Ad: The body copy of an ad should flow smoothly from from the headline. Example of Body Copy: Product: Halo Top vegan collection Body copy: Why can't vegans have good things? It's like “oh, this is ok for vegan food" when it should be “damn, this is good." It’s not a sloppy attempt to veganize food. Because when it comes to ice cream, we mean it. Halo Top Non-dairy collection.14 flavors to free yourself! How to Write A Tagline: Most taglines last for many years, so it is important to come up with a timeless phrase. Some examples of famous taglines include: BMW: “The ultimate driving machine” eBay: “The world’s online marketplace” IKEA: “Live unboring” Red Bull: “It gives you wings” Skittles: “Taste the rainbow” Maybelline: “Maybe she’s born with it. Maybe it’s Maybelline.” Wheaties: “Breakfast of champions”