What we learned in Advertising Writing

What did we learnthis semester?

We learned that writing for advertising differs from other types of

writing.

AD PEOPLE WRITE

• Plans and Proposals• Print ads (newspapers/magazines)• Brochures and Newsletters• Direct Mail• Outdoor and point-of-purchase• Scripts (radio, television, Web)• Infomercials• Internet SEO content and ad copy

GOOD WRITING REQUIRES . . .

• A clear message. • An attention getting headline/lead.• Unity – Only one major idea.

• Coherency - Easy to follow organization and argument

• Development – specific examples, details, etc.

• Clear, concise, simple sentences.• Appropriate word choice.

THE PROCESS OF GOOD WRITING.

• PREWRITE - RESEARCH• FIND YOUR MAJOR MESSAGE• ORGANIZE (outline, put like things

together, use parallel construction, find the best pattern )

• WRITE (just get it all down)• REWRITE• PROOF-READ (get help)• FORMAT and FINALIZE

WE LEARNED THATRESEARCH IS IMPORTANT.

• All advertising messages and campaigns are based on research.

• The better the research, the more effective the communication.

• Research defines target audiences, visual dynamics, media, and success.

WE LEARNED TO TARGET SPECIFIC AUDIENCES

• All advertising messages are designed for specific target audiences.

• Messages are framed in the language of the audience. (word choice, metaphors, etc.)

• Messages are in the context of the audience in regards to examples, illustrations, etc.

• Demographics and psychographics help define the characteristics of audiences.

CRITICAL THINKING SKILLS ARE CRUCIAL!

• Visualizing • Planning• Researching• Analyzing• Assessing

CRITICAL THINKING DETERMINES

• Strategy and Plan

• Who needs to know

• Messages and Media

• Analytics and Metrics

• How to measure success

PLANNING IS KEY Advertising uses research to

determine what the message is, who the audience is, and what media to use to best achieve communication goals.

VISUAL SKILLS ARE VITAL.• Design• Color• Fonts • Structure• Photos• Animation• Icons/Logos• Videos

WE LEARNED . . .• How to evaluate an image (clarity, perspective, color, impact)

• How to choose images (photos, graphs, charts, cartoons, etc)

• How images communicate messages

WE LEARNED HOW IMPORTANT WORKING IN TEAMS IS . . .

• to share information

• to help edit the text

• to help with practice

• to provide advice

• to proof read

• To give moral support

We learned how to write, design, and analyze

business cards.

We learned how to analyze ads – assessing the design, copy,

message, and audience.

We learned how to put a poster session together as a team to

show off our creativity.

We learned how to write and design

brochures.REAL MEN DON’T RAPE

Speak Up Against Relationship Abuse

CARE

We learned how to write and design flyers.

We learned how to write PSAs.

We learned a lot about relationship abuse and date rape.

• Data and statistics• What a healthy relationship is and is not

• The importance of consent• How to stay safer when going out

• How to support people who have been abused

• Intervention and how to look after each other• Where to get help

And YOU this semester, have become a better person and advertising writer

• by practicing your writing skills• by getting rid of wordiness and being concise• by learning to analyze ads• by recognizing the importance of research• by working with others on a creative team• by assessing design elements• by creating business cards, brochures, flyers, and

PSAs• by learning about relationship abuse and date rape• by just being in this class

Just when the caterpillar thought the world (class) was over, it became a

butterfly. -Proverb