As told earlier, method or style of presentation is to do with the way in which the message is presented. It speaks of the different types of advertising copies to arrest, inform, impress and impel the reader; certain elements are to be present in a copy such as attention, suggestion, meaning, conviction, sentiment, education and instinct.
These copies are classified in a number of ways. However, the most practical one is to classify into six types as:
- Institutional
- Reason why?
- Human interest
- Educational
- Suggestive and
- Expository
- Institutional Copy
Institutional Copy neither sells nor the products neither the service but the name of the business house. The aim is to build the sound edifice of reputation for the selling house. It seeks to build goodwill through its philosophy, objectives, and policies towards public so that the prospects remember it.
- Reason Why Copy
Reason Why Copy offers reasons as to why the customer is expected to buy a product or service of the advertiser. It appeals straight to the intellect or the judgment of an individual than emotion or impulses. It attempts to prove the product superiority by means of evidences in the forms of performance test, records, testimonials, guarantees and the like.
- Human Interest Copy
Human Interest Copy appeals to the emotional and the senses than intellect and the judgment, sympathy, affection, love, fear, humour, curiosity and other emotional appeals are used to the sense of sight, touch, taste, smell and hearing.
It tells about the product in relation to the people instead of conforming to the facts about the products. It takes several forms of which four are very significant namely, ‘fear’, ‘humorous’, ‘story’ and ‘predicament’ copy.
- Suggestive Copy
Suggestive Copy tries to suggest or pinpoint or convey the message of the advertiser directly or indirectly to the readers. Much is left to the reader to infer the ad message. Like a poem, suggestive language is freely used where the hidden meaning is to be picked by the readers. Such copy can be ‘direct’ or ‘indirect’ suggestive copy. The first tells directly about the products or services of the company while the latter does indirectly.
- Expository Copy
Expository Copy is open copy that exposes unlike suggestive copy. It is so open that the facts are given in very simple and clear way so that there is no need for interpretation. The information given is so clear and concise that hardly it taxes the reader’s brain. It makes possible effortless grasp and act.
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