Copywriting Using "Appeals" -
Magazines: look at ads in magazines and find different forms of appeals used below. Of the list of copy styles or appeals below, find ads that utilize three different types. Then comment on the effectiveness of each ad. For part two of your assignment, take one of the ads you found and re-design it using another copy style or appeal from the list. Then tell how you have made the ad more effective with your new approach.
NOTE: I) you must show the ads from the magazines
2) part of this assignment will need to be typed while another part may be drawn out by hand.
Cony Shies I Anneals:
Seal of Approval Reputation Imaginative Approach
Guarantee Demonstration Emotional Approach
Trial Offer or Sample Testimonial Comparative Approach
Warranty Factual Approach
Presented sample ads Effective use of humor
Write up on the effectiveness of each ad (graded for critical effect as well as writing mechanics) Effectiveness of re-designed ad and written rationale supporting the redesign.
Radio -
Radio has often been referred to as "theater of the mind," thanks to its ability to conger up images in our mind, without having actually to create them visually, as on television or in print. A recent radio ad for the Chevy Silverado truck went something like this:
SFX: Sounds of rubble being cleaned up. Woman: Honey, what are you doing?
Man: I got your note saying to take out the garage. (Now speaking very proudly) So I just hooked up the garage to my new Chevy Silverado and took that baby right out!
Woman: (calmly, but somewhat disgusted). Garbage. My note said to take out the garbage. Anncr: (here the announcer goes into some details about the Chevy truck, etc., )
NOTE:
For your assignment, create a radio advertisement using a car or truck of your choice. Use humor as your "hook" but DO NOT COPY THE AD PROVIDED! Note---- the length of the ad MUST BE 60 seconds. If you do not come between 55 - 60 seconds in your timing.... You will lose points. ALSO--- SCRIPT MUST USE PROPER FORMAT!
Effective use of humor
Utilizes proper script format
Script falls within the proper time-frame