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copywriting the basics ppt

copywriting the basics ppt - Copywriting The basics Class...

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1 Copywriting: The basics Class 18
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2 Is radio a visual medium? Radio is television .. but without the picture Is radio a visual medium? Many say yes Clear and interesting sounds encourage visualization
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3 Elements of a sound picture Words – created by writers Music – available in a music library the station buys and therefore has a right to use Sound effects - music library Silence Their importance varies in a radio message
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4 Element 1: Words Writers are wordsmiths Use words to persuade Restricted by time and budget You want a minute but you get 30 seconds You want a music piece but it is too expensive
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5 Word choice The wordsmith should select words that Have precise meaning Sound pleasing: rhythm and balance Home Depot “you can do it // we can help” Folgers coffee “The best part of waking up // is Folgers in your cup”
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6 Element two: Music Copywriters are sound smiths 1. Music communicates a mood for the story 2. Strengthens memory for the product Music stirs emotion Carryover effect Jingles – slogans presented in an engaging melody
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7 Choice of musical composition It should match product personality Match the situation conveyed Do you have clearance for it?
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8 Indicating music in your copy (MUSIC: FADE IN ‘BITTERSWEET,’ MSVO6CD22 ) A descriptive phrase (MUSIC: FADE IN PAINO, DOWNTEMPO, LONGING, EMOTIONAL )
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9 Four way of using music Musical tag musical line with or without lyrics Backdrop/music bed No lyrics/background Music with lyrics The pseudo-sound-effect
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10 Radio element three: Sound effect Enhance the main point of the message 1.
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