New Media Finals

• visual rhethoric- use of visual elements to convey a message.
• copywriting- rearranging words to make things sell better.
• Scriptwriting- blueprint of the story telling
• screenplays- written to tell a story visually
• Production document- written with the producing medium in mind.
• guidelines on making a copy- What, who, how
• Effective Copywriting

  • Exploit your product's benefits
  • Exploit your competition's weaknesses
  • Know your audience
  • Communicate W.I.I.F.M. (What's In it For Me?)
  • Focus on "you," not "we"
  • Understand your medium
  • Avoid TMI (Too Much Information)
  • Include a call to action
  • CY.A. (Cover Your Ass)
  • Proofread
• Exploit your product's benefits


  What is the value of your product to a customer? why should they buy your product?
• Exploit your competition's weaknesses


  Know your USP.-what do you have that your competitor doesn't?
• Know your audience


  Know demographics and psychographics of your intended audience
• Communicate W.I.I.F.M. (What's In it For Me?)


  The come on - what do they get? audience benefit that they will want (this is part of what persuades them)
• Focus on "you," not "we"


  Make them feel special and the one and only
• Understand your medium


  Each medium has its own personality. The medium is the message.
• Avoid TMI (Too Much Information)


  There must be only one message for every ad
• Include a call to action


  Give your audience instructions on what to do next
• CY.A. (Cover Your Ass)


  Mind your promises and claims
• Proofread


  Ask someone else to go over your work. Gatekeepers are part of this.
• copy writing- the process of writing for the purpose of persuading the reader to buy a product or service. You sell via written word.
• Copywriter- go-to person when someone needs to improve their sales, conversion rates, and marketing.
• Aristotle's mode of persuasion:

  1. Ethos
  2. Logos

  3. Pathos
• Pathos- appeal to emotion. Appeals to senses, nostalgia, memory, or shared experience.
• Logos- appeal to logic and reason, using facts, historical references, or analogies.
• Ethos- appeal to ethics. The advertiser is reliable and ethical: notable figure or a popular celebrity.
• Strategies on how to capture the audience's attention: Humor, Shock, Suspense, Minidramas, Kids, Testimonials, Special Effects, Sexuality
• parts of a copywrite ad: title, headline, subhead, body, call to action, author, date, source
• PSA(Public service announcements)- forms of communication that want to raise awareness
• 1 copywriting goal- address communication problem
• visual writing- beyond writing in words. It is a way of expressing thoughts and feelings through images and symbols.