Introduction To Copywriting. Part 3. Text And Language Of Advertising

Introduction To Copywriting. Part 3. Text And Language Of Advertising
Introduction To Copywriting. Part 3. Text And Language Of Advertising

Video: Introduction To Copywriting. Part 3. Text And Language Of Advertising

Video: 3. LECTURE: Copywriting - The Language of Advertising (Print, Radio, Television, Digital) 2022, November
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Today, there is a strong impression in copywriting that authors do not see the difference in understanding "ad language" and "ad text". The massive arrival of "authors" in advertising, which became possible with the development of information technology (the Internet), gave rise to such a phenomenon as "copy-paste", that is, directed text, mutilated countless times in order to bypass the anti-plagiarism programs of search services.

What is copywriting
What is copywriting

In an effort to make the text loyal to search engines, sometimes the very norms of the Russian language break, leaving tons of garbage, illiterate text material on the Internet. "The power of quantity kills quality" "- this is the most accurate definition of" copy-paste ".

The text of an advertisement is a set of language tools that represent a symbiosis of the content of an advertisement (product description) and its form - the style of presentation of information, an expression enclosed in generally accepted language norms, in the formulas used in this figure of speech, in which the very "selling moment "constituting the entire copywriting. This text can include information such as the history of the company, legal information, product specification, brand ownership. The content of such a text includes thoughtful moments of an emotional and rational nature, which should harmoniously interact in the text, complementing each other.

The auxiliary text can be different, depending on the specifics of the product, the promotion of the brand, and its recognition. For advertising a law firm it will be one text, for advertising a new car - another, for an established brand of cigarettes it can be just one slogan. In the text of the advertisement, the advertising idea itself is important, the content is always above the form.

An advertisement language is a limited set of means by which the content of an advertisement is transmitted. A thought can be shaped with the help of composition, making up many options for constructing proposals, making accents or giving different stylistic shades, using typography or in the web version design, fonts, iconography. At the same time, it is important to preserve the semantic loading of the text without unnecessary empty word forms, no matter how beautiful they are. In the ideal language of advertising, there is no emptiness, the text is designed extremely simply, and the content becomes intriguing, complex, catchy.

The language of advertising did not appear out of nowhere, its techniques have always been, fulfilling the same selling points in the literary language, but only on a more subtle level. For example, in his lectures on Russian literature, the writer V.V. Nabokov uses this technique, starting a lecture on A.P. Chekhov. "Chekhov's grandfather was a slave" - ​​with this sentence begins the lecture, this introduction, after which I want to know the opinion of the author-writer about another great writer. There is intrigue here, interest appears and there is some element of shocking that makes you listen to (read) the entire text to the end. The "selling moment" in this case works 100% from the first line, but unlike copywriting, nothing is sold here.

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