Advertising body copy can be written to go along with various types of creative appeals and executions comparisons, price appeals, demonstrations, humor, dramatizations, and the like.
Copywriters choose an advertising copy style that is appropriate for the type of appeal being used and effective for executing the creative strategy and communicating the advertiser’s message to the target audience.
There are various ways in which the text can be written.
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Types of Body Copy in Advertising
Some kinds of body copy are described below:
1. Emotive
Within this kind of copy, the emotions can be appealed to.
The principle of emotional needs is self-assertion, sex, and love, companionship, self-preservation, acquisitiveness, curiosity, comfort, and security.
2. Factual Hard Selling
This body copy uses the five-point AIDCA formula.
It is the attention, interest, desire, conviction, and action.
It is very competitive, persuasive and actively promoting.
Related: 16 Practical Tips for Writing Effective Advertising Copy.
3. Factual Educational
This is still a hard selling ad, but it will be more informative, like the ads for the latest model car.
4. Narrative
It is a more literary and leisurely written text.
The ad copy is more like a story.
5. Prestige
Again, the advertising copy may be in the narrative style but is used mainly for public relations purposes.
6. Picture and Caption
This body copy is usually a series of pictures or cartoons with captions explaining how to use the product.
7. Monologue or Dialogue
Real or fictitious characters may be used to present the sales message.
This could be a testimonial advertisement with well-known personalities expounding the merits of the product or the service.
8. Gimmick
Difficult to put over effectively because there is usually a need for concentrated reading, this tyle is sometimes used when a very original presentation is required.
It is more likely to be used in magazines.
9. Reader
It is headed by a statement that it is an advertiser’s announcement.
10. Testimonial
This may be in the form of a monologue, but it could be a testimonial statement linked to normal text copy.
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11. Quotation
Within this type of body copy, a famous person’s words are quoted.
12. Back Selling
This is used to tell readers about a material, ingredient or component which is contained ina finished product, the object being to encourage its continued usage.
Related: 9 Different Types of Display Advertising (With Examples).
13. Straight line
This explained in straight forward terms why a reader will benefit from the use of a brand.
14. Dialogue
It delivers the selling points of a message to the audience through a character.
15. Direct Response
It highlights the urgency of acting immediately.
This relies on sales promotion devices.
16. Translation
It defines technical pieces of information into understandable language.
Thus, now you know the examples of body copy in advertising.
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