The Press Ad Art of Writing Semester 6 2019 Dr.
Description: The Press Ad Art of Writing Semester 6 2019 Dr. Lakshmi Muthukumar, Head, Department of English, SIES College of Arts, Science and Commerce (Autonomous), Sion West, Mumbai -22 A Good Press Ad Has a great idea Cuts through time barriers
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slide1. The Press Ad Art of Writing
Semester 6
2019
Dr. Lakshmi Muthukumar,
Head, Department of English, SIES College of Arts, Science and Commerce (Autonomous), Sion West, Mumbai -22<br>
slide2. A Good Press Ad Has a great idea
Cuts through time barriers
Appeals to all generations of the target audience
Hits you where it hurts
Uses simple words and expression
Is ever fresh<br>
slide3. A Good Press Ad contd… Is open to many renditions
Has mileage
Has strong identity with the brand/product
Is relevant to the product
Has visual sync<br>
slide4. Aesop Glim’s Appeals Aesop Glim used nine basic appeals:
The five senses: sight, hearing, touch, smell and taste
The four instincts: Sex/love, anger/rage, fear/security, hunger
He wrote How Advertising is Written and Why<br>
slide5. Warm-up exercise Try writing headlines for a common household product using all these appeals. It could be a cereal, a wristwatch, a shoe, a telephone or even a washing machine.
Write at least three headlines using each appeal as a ‘press button’ to evoke consumer response.
Sample Product: Washing machine
Target Audience: Housewife<br>
slide6. Sight “Looks so nice, wish I could keep it in the drawing room!”
Choose from a range of 12 pretty pastels!
Value for money, and the beautiful finish comes for free!<br>
slide7. Sound/Hearing Works without a whisper.
While you sing, your machine hums!
Click, whirr, swish! And your clothes are clean!<br>
slide8. Touch “My cotton sheets come out feeling like silk”
“Raju wants me to wash his teddy bear”
It has rounded edges – no nasty corners!<br>
slide9. Smell The fresh aroma of clean sheets!
The end of stinking jeans.
“Now I just sit back and enjoy my fragrant coffee.<br>
slide10. Taste Gives you more time…to cook the family’s favorite dinners!
“My washing machine has brought back roshogullas!”
Looks good enough to eat!<br>
slide11. Sex/Love Diapers so soft on baby’s tender skin.
“Darling, you are glowing, let’s eat out tonight!”
Have an affair…right inside your home.<br>
slide12. Anger/Rage “My husband wanted a divorce…then I got the washing machine!”
“Curry stains used to drive me crazy!”
“Finally, we sacked the dhobi.”<br>
slide13. Fear He failed the most important interview of his life…his collar was grubby.
“I never dared use my Irish linen table cloth- till I got the washing machine.”
Who’s afraid of turmeric stains?<br>
slide14. Hunger Wash time has become snack time!
“Mummy, these fritters are yummy!”
“Every time Mrs. Yadav hung out her husband’s white shirts, my mouth watered!”<br>
slide15. Exercise for practice Choose 10 ads from daily newspapers you read which you think are good. What is it about them that attracted your attention?
The headline? The Visual? The Message? The tone of voice? The Layout? The typography? The position in the paper? Because you are interested in the product?<br>
Semester 6
2019
Dr. Lakshmi Muthukumar,
Head, Department of English, SIES College of Arts, Science and Commerce (Autonomous), Sion West, Mumbai -22<br>
slide2. A Good Press Ad Has a great idea
Cuts through time barriers
Appeals to all generations of the target audience
Hits you where it hurts
Uses simple words and expression
Is ever fresh<br>
slide3. A Good Press Ad contd… Is open to many renditions
Has mileage
Has strong identity with the brand/product
Is relevant to the product
Has visual sync<br>
slide4. Aesop Glim’s Appeals Aesop Glim used nine basic appeals:
The five senses: sight, hearing, touch, smell and taste
The four instincts: Sex/love, anger/rage, fear/security, hunger
He wrote How Advertising is Written and Why<br>
slide5. Warm-up exercise Try writing headlines for a common household product using all these appeals. It could be a cereal, a wristwatch, a shoe, a telephone or even a washing machine.
Write at least three headlines using each appeal as a ‘press button’ to evoke consumer response.
Sample Product: Washing machine
Target Audience: Housewife<br>
slide6. Sight “Looks so nice, wish I could keep it in the drawing room!”
Choose from a range of 12 pretty pastels!
Value for money, and the beautiful finish comes for free!<br>
slide7. Sound/Hearing Works without a whisper.
While you sing, your machine hums!
Click, whirr, swish! And your clothes are clean!<br>
slide8. Touch “My cotton sheets come out feeling like silk”
“Raju wants me to wash his teddy bear”
It has rounded edges – no nasty corners!<br>
slide9. Smell The fresh aroma of clean sheets!
The end of stinking jeans.
“Now I just sit back and enjoy my fragrant coffee.<br>
slide10. Taste Gives you more time…to cook the family’s favorite dinners!
“My washing machine has brought back roshogullas!”
Looks good enough to eat!<br>
slide11. Sex/Love Diapers so soft on baby’s tender skin.
“Darling, you are glowing, let’s eat out tonight!”
Have an affair…right inside your home.<br>
slide12. Anger/Rage “My husband wanted a divorce…then I got the washing machine!”
“Curry stains used to drive me crazy!”
“Finally, we sacked the dhobi.”<br>
slide13. Fear He failed the most important interview of his life…his collar was grubby.
“I never dared use my Irish linen table cloth- till I got the washing machine.”
Who’s afraid of turmeric stains?<br>
slide14. Hunger Wash time has become snack time!
“Mummy, these fritters are yummy!”
“Every time Mrs. Yadav hung out her husband’s white shirts, my mouth watered!”<br>
slide15. Exercise for practice Choose 10 ads from daily newspapers you read which you think are good. What is it about them that attracted your attention?
The headline? The Visual? The Message? The tone of voice? The Layout? The typography? The position in the paper? Because you are interested in the product?<br>