Corporate+Advertising - Message Design for Public Message...

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Unformatted text preview: Message Design for Public Message Design for Public Relations & Organizational Communication Corporate Advertising Corporate Advertising Corporate Advertising The main thrust of public relations advertising efforts • Public image advertising: a focus on the organization's concern for its employees, the community, the environment, its customers Corporate Advertising Corporate Advertising The main thrust of public relations advertising efforts • Advocacy advertising: presents an agenda or point of view eg. Mobile’s sponsorship of public tv The Elements • Headline • Visual • Body copy Headlines Headlines • “five times as many people read the headline as read the body copy” David Ogilvy (Ogilvy & Mather) A headline should: • Address the reader directly • Refer to the specific problem or desire • Offers a specific benefit • Offers something new Headlines Headlines Good headlines are • specific • believable • simple • introduce news value • targeted to your specific public • use testimonials/ firsthand quotations, often by celebrities • Use a curiosity headline: Got Milk? • Use a command headline inviting you to think about a particular action Visuals Visuals • not absolutely essential • but without one, the copy has to work much harder and • • • be really well written use a good visual to complement the headline and body copy provide some guideline to the designer for a visual via a thumbnail you may produce the entire ad yourself using a template based desktop publishing program Body Copy Body Copy • Minimum of adjectives • Relies heavily on nouns • Uses verbs to keep ideas flowing • Follows a logical order of presentation • Begins with a bridge from the headline • Presents major points • Ends with a recap of the main point, or a call for action, or both • May end with a kicker: a slogan or headline­type phrase Body Copy Body Copy • • • • • • Use the present tense You’re addressing one person: the reader Use personal pronouns; Involve the reader, identify with the reader Use the active voice Use “we” or “our” Body Copy Body Copy • Go easy on jargon • Vary sentence length, but shorter is better • Use subheads • Use contractions • Use proper punctuation • Avoid clichés • Avoid controversial statements that don’t include facts or evidence Formats Formats Note page 251, 252­256 • Frame or donut or horseshoe • Circus • Silhouette or copy fit • Mondrian • Copy­heavy • Picture window: most popular • Type specimen • Multipanel or cartoon ...
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