Communicative Writing
Week 9
MMC120
Instructed by Hillarie Zimmermann
Today’s Class
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Print Ads - mini lecture
In-class activities
Begin in-class assignment
Review homework
Why create a print ad?
Three categories of ads
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Announcement ads
Image ads
Product ads
Audience
The audience for a print ad is not
everyone.
Remember the Strategic Message
Planner?
Use the AIDA approach
Attention
Interest
Desire
Action
AIDA
In a group, find a product ad that clearly does
all four parts of the AIDA approach. Identify
which part of the ad does what.
Answer:
• What part gets the attention?
• What part generates interest?
• How does this ad create a desire for the
product/service?
• How does this ad motivate action?
Present your ad to the class.
Parts of an ad
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Visual
Headline
Subheadlines (optional)
Swing line
Body copy
Zinger
Call to action
Logo/slogan/tagline
Mandatories
Visual Importance
Headline
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Capture the ad’s key message
Direct the viewer’s attention to the body copy
Are short — 8 words or fewer
Contain a key benefit
Show how great the product can make the
consumer
Sample Headlines
How will it move you?
Print ad for: Wii Fit
Help Make Bedtime Worry Free
Print ad for: GoodNites Sleep Pants
Power is Nothing Without Control
Print ad for: Pirelli Tires
It's time to say no to fake food
Print ad for: Hellmann's Real Mayonnaise
Sub-Headline
•Are optional secondary headlines
•Clarify the main headline
•Expand on the key benefit, add information or
provide the second part of a one-two punch
•Can be longer than the main headline
Sample Sub-Headlines
Headline: For nine months, you protected him like no one else could.
Subhead: Now we're here to help.
Print ad for: Enfamil
Headline: All New
Subhead: When was the last time you heard that, and it was actually true?
Print ad for: The Saturn SKY
Headline: Feed Their Wonder
Subhead: Introducing Lunchables Wrapz!
Print ad for: Lunchables
Headline: The La-Z-Boy Home Theater Collection.
Subhead: Because customizing your home theater should also extend
to your backside.
Print ad for: La-Z-Boy
Body Copy
•Begins with a swing line that moves the reader from the headline to the
body copy
•Has a clear beginning, middle, and end
•Uses research to explain the important features and benefits
•Begins with your strongest selling point
•Uses an emotional appeal to explain the features
•Can use testimonials from satisfied customers
•Creates a sense of urgency
•Closes with a zinger — a short, snappy sentence that restates a key
benefit or answers a question
•Asks for the sale with a call to action
Logos, slogans, and
mandatories
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The logo is a visual identifier that may be in words,
graphics or both.
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A slogan or tagline appears near the bottom of the ad,
just above or below the logo.
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The mandatories include items that are required by
law, such as copyright symbols, registration marks and
fairness statements.
Analyze 3 Volunteer Ads
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In groups of 2, take a look at 3 ads for
volunteering.
Which do you think is the most effective?
How does each ad deal differently with all of
the components of an ad (visual, headline,
subheadline, swing line, body copy, zinger,
call to action, logo/slogan/tagline)?
If you were to produce an ad for
volunteering, what would it look like?
Copy Writing Practice
• Using the brief info you’ve been given, design an ad
to run in a local paper. Sketch the ad and write out
the copy.
• Present to the class.
Tips
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Stay on message! Complete a strategic message planner
before you get creative.
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Study print ads that you like. Why do they work?
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Be conversational.
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Don’t repeat yourself in the headline, zinger and slogan; each
should be unique but related.
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Proofread!
In-class Assignment
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Choose one of three options.
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Due the week of March 28th
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Begin working on your assignment now and there will be time
during the March 28th class to continue working on the assignment.
Integrated Advertising Project
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Partner project
Worth 30% of your final mark
Real life client
Six components to the assignment
Do you have a partner?
Do you have a client?
By today – Memo/email to me identifying
who is your partner/client.
What to expect next class…
• Reading week
• Schedule has changed
• Meghan Perry will be coming in as a guest
lecturer on March 21st
• We will continue with print ads on March 28th
Homework
• Read “Podcast Scripts” p. 111-113
• Email me about your partner and client for IAP if you
have not already done so
• March 28th – final day to submit your strategic
message planner for the IAP