Elements of an Advertising Copy

1. Powerful headline

The headline of an advertising copy is said to be the most important element. The headline of an advertisement will normally present a selling idea or will lead people to read of the advertisement.

2. Sub-head

Sometimes important facts may have to be conveyed to the reader and it may require more space than what should be ideally used for the headline. In order to give prominence to such formation it can be put in smaller type than the headline, known as a subhead.

3. Body Copy

The body copy refers to the text in the advertisement which contains details regarding the functions of the product/service and its benefits. The body copy can be short or long depending on how much information the company is willing to tell the reader.

4. Captions

Captions are the small units of type used with illustrations, coupons and special offers. These are generally less important than the main selling points of the advertisement in the body copy and are usually set in type sizes smaller than the text.

5. Blurb

A blurb or a balloon is a display arrangement where the words appear to be coming from the mouth of one of the characters illustrated in the advertisement.

6. Boxes and Panels

Boxes or panels are, in fact, captions placed in special display positions so as to get greater attention. A box is a caption that has been lined on all sides and singled out from the rest of the copy. Boxes and panels are generally used in advertisements containing features such as coupons, special offers and consumer contests.

7. Slogans, Logo Types and Signatures

A slogan may refer, for instance, to the age of the advertiser’s firm, meant for inclusion in every advertisement. A symbol of the company name, seal or trademark is called logotype and is a typical feature of most advertisements. It is also referred to as signature, indicating identification of the company or the brand, address, phone numbers, websites etc.

8. Strap line

A ‘strap line’ or ‘tag line’ usually appears underneath the logo. The strap line summarizes the product’s benefits in a memorable way. Strap lines often make good headlines because they summarize a major benefit in a pithy way.

9. Extras

Some print ads may have additional special elements such as an attached business reply envelope, tear-out portion with a coupon, tip sheet, product sample.

10. Logo

A logo is a graphic mark or emblem commonly used by commercial enterprises; organizations etc. to aid and promote instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization. Examples of well-known logotypes are the striped IBM design and Coca-Cola written in flowing red script. It is also referred to as trademark or brand.

11. Illustration

An illustration is visualization such as a drawing, painting, photograph or other work of art that is created to elucidate or decorate textual information by providing a visual representation.

12. Jingle

A jingle is a memorable short tune with a lyric broadcast used in radio and television commercials, which are usually intended to convey an advertising slogan. They are also used for radio station, television channel and program identification purposes. The main role of an advertising slogan or radio jingle is to create an identity for the brand.

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Elements of Radio Production - Sound effects, Music, Silence, Human Voice

Sound effects

Sound effects are sounds made by living or non-living things which are neither word nor music. Sound effects help the listener to imagine and give meaning and sense of location. It adds realism to the programme and is an essential component of radio production. Sound effects can be created in the studio using computer and other musical instruments. In most cases the recording artists records them from real situations and store them for further use. For example, a crowded bus, noisy street, forest, etc. These atmospheric sounds are called ambience. Sound effects are classified into, recorded sound effects and spot effects. Spot effects are randomly recorded natural sounds. Sound effects can also be created artificially using software. In some cases different objects wooden boards, cellophane papers are used to create sound effects like door closing, fire raging, etc.

Music

Music is an essential component of the radio. The purpose of playing music in a radio programme is to generate the appropriate atmosphere and emotions for the situation. Music easily works on human emotions. The listener can easily understand the feelings of the characters or the situation that is going on in the programme. It can create the sense of happiness, sadness, fear, excitement, etc., in the minds of the audience. Musical programmes are independent programmes on radio. Music is also used for signature tunes that are played in the beginning and end of programme, and theme music of the radio station or the programmes.

Silence

Silence is a very powerful and useful element in a radio production. It can give emphasis for a radio message. Silence is used only for a very small duration in a radio programme. It can evoke the tension and deep feelings in the audience. It is mainly used to create a gap during the narrations.

Human Voice

Human voice is basic element of communication for a radio. It is a crucial element in radio. It can provoke different reactions on the listener depending on its characteristics. It is used widely in radio programmes. The presenters or announcers are major source of human voice. Presenter use voice modulations to give different emotions for the presentation.

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Elements of Radio Production - Microphones

A microphone is a device used to record sound. It converts sound signals or waves into electric signals. Microphones are used in telephones, public address systems, hearing aids, etc. microphones are connected to other devices to record and amplify sound. Microphones are essential part or radio production and are placed in recording studios. They amplify or increase the volume of sound. Microphones are classified on the basis of their directivity. It is the measuring point to calculate the direction of emission of the powerful waves.

Different types of microphones are:

1. Uni-directional Microphones

This type of microphone picks up sound from only one direction. The sound will be recorded properly only if the speaker speaks in front of it. For better results the speaker should keep a favourable distance from the microphone. It is used in a studio for single person recordings. It is used by the radio jockeys, announcers and news readers in a studio.

2. Bi-directional Microphones

Here, the voice is picked up from two directions. That is left and right. This type of microphones has two different streams of audio. This is commonly used in recording studios for interviews, where sound from two persons is recorded simultaneously.

3. Omni-directional Microphones

The word Omni means ‘everywhere’. An Omni- directional microphone picks up sound from every direction. These types of microphones are used when a number of voices are used in a single programme, like radio discussions and radio drama.

There are also other microphones which are classified on the basis of their size, shape and purpose. Some examples are lapels, gun mics, boom mics, cordless mics, etc.

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Elements of News Writing - Syntax, Semantics

Syntax is a study of the rules for the formation of grammatical sentences in a language. In writing it is the set of rules, principles, and processes that manage the structure of sentences.

Studying syntax is relevant to a lot of subject areas in linguistics. Linguistics is the study of language. Study of syntax helps to understand how children acquire their language, how they start constructing sentences and what stage do they learn the rules of the language. It’s also good to study syntax to understand how bilingual and multilingual speakers are able to construct their sentences despite having different structures for different languages. Every language has its own sentence structure.

Semantics is the study of meaning. There are three relevant questions that have to be answered in the study of semantics.

What is meaning?

How is meaning created in language?

How do people understand language and why do we understand it like we do?

Semantics defines the relation between signifiers, like words, phrases, signs, and symbols, and their relevance in communication. It also describes the meaning of a word, sign or sentence in a particular context. This is the denotative meaning that is directly understood by the audience. Semantics also includes the study of gestures, body language, sound intensity, proxemics and signs which create powerful communication.

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Elements of News Writing - Continuity, Style, Grammar, Usage

The second phase of effective writing involves logical structuring or organisation of content. It involves keeping the reader oriented to the central and subordinate ideas. Good organisation is logical and sequential. It guides the reader between divisions of the material. The introduction establishes the central idea of the topic. Structured and sequential way of narration describes the subordinating facts and the conclusion or closing summarises the argument, emphasises the central idea, and leaves the reader with a sense of completion.

• Continuity

Continuity is an important factor that helps to organise a news story without any flaws. When changing from one aspect to other aspect of a news story the writer have to provide linking words to guide the audience. 

For example:

“However, a spokesperson for the women said they had a number of other complaints.”

“Meanwhile, the central government was preparing its own plans to fight the labour unrest.”

The "however" in the first example says that we are about to hear an opposing view to the one previously expressed. The "meanwhile" in second example tell us that something else is going on at the same time.

There are a number of other linking words which can give your story continuity. Usage of the same linking word may distract and confuse the audience. So it has to be used only in relevant conditions.

Point of view, style of writing and word choice. Good writing is clear, specific, accurate, and appropriate to the audience. It contains relevant material and a purpose.

• First, second, third person views

There are three points of view in writing: first person, second person, and third person. While straight news always stays in the third person point of view feature article may use the first person point of view.

First person: This involves the usage of the pronoun ‘I’. This is used when a writer is writing about himself or from his perspective. As mentioned above it is mostly used in writing feature articles where a writer may detail his or her interaction with interview subjects. Example: I am the smartest person in this room.

Second person: Second person point of view involves the usage of pronoun ‘you’. This is normally not used in narration. Example: You are the smartest person in this room.

Third person: This style of writing involves directly stating who is being written about without using pronouns such as ‘I’, ‘me’, ‘we’, ‘us’ or ‘you’. Here pronouns such as ‘he’, ‘she’ or ‘it’ are used instead. Example: She is the smartest person in this room.

• Style of writing

Style is an important factor in language. It is the manner of presentation of ideas that is chosen by the author to communicate with the audience.

Writing a news story also requires certain news styles which include not only vocabulary and sentence structure, but also the way in which stories present the information in terms of importance, tone, and target audience. The tense used for news style articles is past tense. 

News writing is intended to answer all the basic questions about any particular event; i.e. the five W’s and one H (who, what, when, where, why and how). News writing usually follows inverted pyramid style.

• Words and their usage

Every single day in our lives, spoken and written words are used to communicate ideas, thoughts, and emotions. Knowing the exact usage of words can help in quick and effective communication of meaning.

Vague words like “thing” “stuff” should be avoided while writing. Vague words do not give the reader a good sense of intended meaning. Usage of strong verbs will make communication easier. 

For example:

Poor way of presentation: “People do a lot of things.”

Better way of presentation: “People perform a lot of tasks.”

The usage of words can also be influenced by the type of audience represented. When writing for children, usage of simple words will make better communication. It is important to consider the type of audience when writing.

While writing for news media, the usage of words has prime importance. The words or language used in a news report should not be libellous or defamatory. Even a single mislead word can destroy the reputation and goodwill of an organisation or person. Also the words used by a news reporter should not contain any slang, or abusive words.

• Grammar, spelling and punctuation

Grammar is an essential element of writing. Generally accepted rules of grammar and syntax includes pronoun/noun agreement, subject/verb agreement, appropriate verb tense, pronoun case, possessive forms, parallel construction, etc. Adding punctuations and usage of correct spellings reflects the standard of writing.

• Subject verb concord

Subject-verb agreement is another aspect of grammar the journalist needs to be aware of. The rule is pretty simple. In a sentence a singular subject takes a singular verb and a plural subject takes a plural verb. Example: My brother is a musician. ‘Brother’ a singular subject takes ‘is’ a singular verb. Both my brothers are musicians. Here the subject ‘brothers’ is plural and hence takes a plural verb ‘are’.

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Elements of News Writing - Central Idea

The basic factor of good writing involves focusing on a clear, manageable idea, argument, or opinion around which the whole content is created. Developing an idea is a process that also includes selecting subordinate ideas that support and strengthen the central idea. In news writing the central idea is the theme of story which decides it new value.

• Narration

Narration is a method of presenting a story to the audience. News stories are generally presented in a narrative form, where the author explains the facts and information to the audience or readers. There are three elements that influence the narration of a story. They are the narrative point of view, voice of narration and time of narration. Point of view is the perspective through which the story is communicated. This can be a first person, second person or third person point of view. Voice is the format of presentation. The time frame in which the story is presented i.e. in the past, present, or future, describes the time of narration.

Narrator is the presenter of the story, who delivers information to the audience, particularly about the plot. In news writing the reporter plays the role of narrator.

• Angle

The angle is the point or theme of a news or feature story. The news angle defines the political and social point of view of the story. It establishes the purpose and relevance of the story. The intro or lead of a news story defines its news angle.

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