4.  Discourse features

4.1 Body Copy of an Advertisement

In general, a written advertisement consists of five parts: headline, body copy, slogan, illustration and trade mark among which headline, body copy and slogan are the main parts. Headline plays a role in catching attention from readers; slogan can be used as a device to create a corporate image and a common practice to conclude advertisement.

In this section we will discuss the body copy as a discourse component. The advertiser tells the complete sales story in the body copy. Set in smaller type than headlines or subheads, the body copy is a logical continuation of the headline and subheads. It is also where the sale is closed. The body copy should relate to the campaign appeal and to the reader’s self-interest, and it must explain how the product or service being advertised satisfies the customer’s need. The body copy may concentrate on one or several benefits as they relate specifically to the target audience. In some cases, especially in daily goods ads, body copy is omitted just because readers know what they are.

4.2 Differences in Body Copy s

   Copy s fall into many categories. Some common types of copy s include straight-sell copy, institutional copy, narrative copy, dialogue/monologue copy.

In a straight-sell copy, the text immediately explains or develops the headline in a straightforward attempt to sell the product. Since the product’s sales points are ticked off in order of their importance, straight-sell copy is particularly advantageous for technical products that may be difficult to use in direct-mail advertising and industrial situations. Many camera ads, for example, use this straight, factual copy to get the message across. The straight-sell approach emphasizes the reason why the consumer should buy something. For example:

Pick up right where you left off with the new C-2000 ZOOM filmless digital camera.

You loved taking pictures then. You’ll love it even more now with the 2.1 megapixel C-2000 ZOOM. It’ll remind you of your favorite film camera of yesterday, but with all the advantages Olympus filmless photography offers today. Only the C-2000 ZOOM, for example, incorporates an all-glass, aspherical 3x zoom lens system featuring a large aperture f2.0 lens that’s exceptionally fast and bright. Along with automatic or manual features like aperture and shutter priority, spot metering, exposure compensation, white balance and ISO settings. And just like your film camera, the C-2000 ZOOM grows with you when you add external flash, lighting equipment, lenses or filter. So bring back old memories while creating new ones with the C-2000 ZOOM from Olympus--THE WORLD LEADER IN FILM AND FILMLESS PHOTOGRAPHY.

Sometimes the advertiser uses the institutional copy to sell an idea or the merits of the organization or service rather than sales features of a particular product. Often institutional copy is also narrative in because it lends warmth to the organization. Service ads, such as ads of banks, insurance companies, public utilities, and large manufacturing concerns are the most common users of the institutional copy.

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