ADVERTISEMENT COPY
The word copy has been given different meaning by various authors on &overtiring. Some people refer it to the text or body copy of an advertisement. While others take it as the entire advertisement. We shall use the term in the latter sense of the word, “The copy in an advertisement is defined as the written or spoken material in it, including the headline, coupons and message”. Advertisement copy includes headline, body or real message, Illustrations, photographs, claims and logotype or the name of the advertiser. In simple words, ‘ad copy is the entire message whether written or spoken which the advertiser wants to convey to a certain class of people through any medium of advertisement.
Copy is the core of an advertisen3ent. It helps in communicating the advertiser’s message to the public. The ultimate purpose of an advertisement copy is to stimulate sales. In order to achieve this purpose, and advertisement copy should be drafted with utmost care. This jock must be handled by some specialist who has got sufficient knowledge and experience to make advertisement attractive and effective.
An advertisement is effective if it attracts the notice of busy and indifferent people and stimulates them to take some action desired by the advertiser. An advertisement copy should be so drafted that it can make the people see, read or listen to it. It should also make the people believe, if it has to persuade to buy the product. However, there should not be any false or misleading statement and exaggeration of qualities regarding the product advertised. The advertisement should suggest to the prospective customers the superiority of the product while catering to all consumer needs into consideration such as quality, prices, arid durability. Finally, it is significant to point out that an advertisement copy should be prepared keeping in mind the type of product to be advertised and the type of people, to whom it is addressed.
Elements of an Advertising Copy. The main elements of an advertising pay are as follows:
1. Heading. It is the first and top part of an advertising copy. It may be a word, a phrase or even a question about the product or service being 1vertised. The heading is used to attract the attention of the people. It should not be very lone. For example, Personal Point says ‘I never felt I was on a weight loss programme’ (See Figure 1).
2. Theme. It is the central idea used in an advertising copy. It gives the zasic idea about the product. It highlights the distinctive advantage of the product being advertised. Various types.of themes are used in different types advertisements. The Personal Point advertisement has the central theme of Healthy and safe weight loss.’
3. Picture. The advertising copy also contains a photo of the product ing advertised. The picture helps to attract attention. It enables the.cusmers to recognise/identifr the product. The Personal Point advertisment áows pictures of a person before and after weight loss.
4. Arguments. Advertising copy may give the arguments to convince the. stomers about the utility of the product. In some advertising copies, test zports about the product or prize won by it are also mentioned. The Personal ?áit advertisement argues ‘where else can you enjoy snacks, desserts, cool thnks, delicious food and lose over 20 kilos so easily?’ and ‘you need special
rition, not less!’ .
5. Closing part. In the closing part of the advertising copy, the contents d the advertisement are repeated in brief and price may be mentioned to act the prospective buyers. The Personal Point advertisement closes by 1ing ‘Rush! Even more affordable new!’ and ‘There’s Real Health at PerLal Point’.
