Magda Ciereszko, instructor of the Copywriting course, suggests how to create advertising texts that will attract viewers’ attention.
presents good practices in combining words and images.
Very often, a copywriter does not only write texts for various campaign materials, but also participates in the process of creating a concept and coming up with a big idea for the brand. Therefore bahrain mobile phone numbers database the first step in working on an image campaign is to thoroughly familiarize yourself with the brief. This means meticulous analysis, writing down questions for the client, doing research for the brand (especially if you have not worked for it before) and writing down key words that will help us search in specific semantic fields.
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The stage of getting acquainted with the brief may also involve analysing the competition in terms of communication (such supporting material is most often prepared by the strategy department), i.e. the language, symbols and values used by competing brands, as well as tracking trends in communication in a given category.
The next stage is gathering inspiration and the process of coming up with a concept. Once internally, during the so-called internal meetings (meetings at the agency, attended by all the people working on a given project), we accept the ideas that we will develop in the form of creative lines, we create a presentation for the client. The key here is to show what our idea is (creative idea), what claim and graphic motif we propose for it (key visual), and how these individual elements will function in various advertising media. In each asset we propose (a specific implementation from our campaign, e.g. a video post on Facebook, a carousel post Elements of Advertising or a film on YouTube), the visual language must be in harmony with the text message. When creating this content, it is also worth keeping in mind our target group, selected communication channels and formats.
Creating a concept and then preparing content for an image campaign cannot be done without a media plan. This is detailed information on where the messages of a given campaign will appear, both online and offline. The copywriter receives a list of texts to prepare for specific advertising formats. This can be digital accessibility: brazil has only 1% of websites with accessibility for example, a so-called carousel for Facebook and Instagram, a press ad in a given format, a 15-second radio ad, and so on. At this stage, we must remember the essence of our campaign, which we want to convey with each asset.
Copywriters have different ways of working, one of them is the top-down method, i.e. starting with the most difficult and voluminous texts for the needs of the campaign, for example the script of a TV or radio commercial. We can treat it as a base, which will allow us to structure our thinking about texts in individual media. Then, we can move on to preparing copy, e.g. for social media. Such an orderly action allows for consistent use of the developed tone of voice, specific key words and brand values.
Copywriting elements Elements of Advertising of an image campaign
#1. Claim
The main slogan of the campaign, which unites all image activities. It is the most exposed and should be rather short. In individual assets benin lists the claim may be subject to light editing (e.g. take the form of a question) and/or function as a hashtag. The most important thing is that the recipient who comes into contact with different campaign assets has a sense of coherence of messages.
Example: “Girls Can Do Anything”, Lego brand
The Lego brand decided to give girls self-confidence. The campaign contains a clear message: you can fulfill yourself however you want, and Lego bricks allow for creative, stereotype-free play. In many executions, the claim was an inspiring, activating answer to a closed question, referring to established patterns (e.g. “Girls only like pink?”, “Girls aren’t go-getters?”).
*Note! Often, instead of the term “claim”, the term “slogans” is simply used. In the Polish advertising market, the boundaries between these terms are not sharp.
#2. Headline
An advertising slogan used in a specific execution from a given campaign, for example on a citylight.
Example: “I am a woman because I feel like one”, Yes brand
As part of the I Am a Woman campaign, the Yes brand presented different faces of femininity. One of them is a person identifying as a woman, despite having features of appearance that society considers masculine. The quoted headline was used on one
of the campaign’s citylights and is the only text element that appeared on it.