No.14 ~ Advertising Copy | Meaning | Elements | Types |

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00:00 Starting
01:07 Meaning of Advertising Copy
04:00 Elements of Advertising Copy
08:54 Types of Advertising Copy

👉 Meaning of Advertising Copy

An advertisement copy includes written text ( a dialogue, a catchy punch line, or a statement ) or spoken matter of ads. It can be short or long, made-up of head-line, sub-headlines, the body, illustration, logo, slogan, and the brand name of an advertiser, designed to communicate the desired message to the target consumers.

👉 Elements of Advertising Copy

1.) Headline
2.) Sub-Headline
3.) Body Copy
4.) Logo, Slogan
5.) Visual Elements
6.) Layout


1.) Headline

The most important element of advertising copy is the headline. If the headline is not effective, then all other elements go wasted.

2.) Sub-Headline

If the headline fulfills its objective, then the job of the sub-headline becomes easier. It helps the reader to have more knowledge about the product.

3.) Body Copy

In the text, both rational and emotional reasons are mention to attract customers to buy a particular brand.

4.) Logo, Slogan

A slogan is the group of words used by the advertiser to impress customers about the product.

5.) Visual Elements

The Visual Elements are Line, Shape, Tone, Color, Pattern, Texture and Form, Picture.

6.) Layout

Page layout that deals in the arrangement of visual elements on a page.

👉 Types of Advertising Copy

1.) Institutional copy
2.) Fear Advertising Copy
3.) Educational Ad Copy
4.) Scientific Ad Copy
5.) Descriptive Copy
6.) Topical Copy
7.) Suggestive Copy
8.) Reason Why Copy

1.) Institutional copy

The institutional copy does not sell its goods and services. It assists in promoting the product of the selling house. It helps the selling hub to build a strong reputation with their customers.

2.) Fear Advertising Copy

Fear ad copy creates a sense of fear in the reader to save their lives or to protect themselves from damage, pain, destruction, unpleasant experience, etc.

3.) Educational Ad Copy

An educational ad copy aware, inform, update to its customer about the product by educating them. It is designed in such a way that it will highlight the benefits and special features of the product to the customer.

4.) Scientific Ad Copy

A scientific copy is technical and, it provides detailed information about the product and the producer of the product. It is mostly used by pharmaceutical firms, engineering, and drug authorities.

5.) Descriptive Copy

This Descriptive copy is the non-technical opposite of scientific ads copy. It is prepare in such a manner that a layman ( a person without professional or specialized knowledge ) can understand it.

6.) Topical Copy

A topical ad copy is that in which the advertiser creates a connection between the product and a particular recent happening. This type of copy makes an effective impression on the target customers.

7.) Suggestive Copy

A suggestive copy suggests or attempts to convey the message directly or indirectly to the customer. A Suggestive ad copy works best when the reader is confused regarding the quality of the product and finding it difficult to make a decision regarding its purchase.

8.) Reason Why Copy

The approach of this copy explains reasons to customers why it is necessary to have the product. It gives definite positive points in favor of a particular product.