Types of Advertising Copy
Method or style of presentation is to do with how 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 several ways.
The most practical one is to classify into six types: Institutional
Institutional Copy
Institutional Copy neither sells nor the products nor the service but the name of the business house.
The aim is to build the sound edifice of a reputation for the selling house.
It seeks to build goodwill through its philosophy, objectives, and policies toward 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's superiority by means of evidence in the forms of performance tests, records, testimonials, guarantees and the like
Human Interest Copy
Human Interest Copy appeals to the emotional and the senses more 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 about 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.
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 a very simple and clear way so that there is no need for interpretation.
The information given is so clear and concise that hardly it takes the reader’s brain.
It makes possible effortless grasp and acts
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