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Copywriting The following presentation is an aid to your one week creative copywriting project. It aims to demonstrate how the written word and copywriting can be an effective medium for the designer. This exercise is designed as a basic introduction to copywriting, and asks you to explore the creative possibilities of language, phrases and general wordplay. All the following examples are professional copy writing solutions, some historic some contemporary.
Semester
Year 1
Propaganda Recruitment poster depicting Lord Kitchener, the British Secretary of State for War, above the words “WANTS YOU� was the most famous image used in the British Army recruitment campaign of World War I. Designed by Alfred Leete -1914
Propaganda Copy in tandem with image has long been a powerful tool when emphasising a message
Some iconic WW2 Propaganda posters with emotive copywriting. www.designmuseum.org/design/abram-games
Early Advertising - Shell oil campaign slogan - C.1937
Early examples of copy and slogan writing c.1950’s
Copy and image with an effective twist c.1970’s
A contradiction - Saatchi & Saatchi ad campaign for the Conservative Party - 1979 http://en.wikipedia.org/wiki/Labour_Isn’t_Working
Powerful emotive copy & image combine in this Lynx anti fir campaign. c1980’s
Some more examples of how charities & lobby groups have used a combination of powerful copy & image to raise awareness on a range of issues.
Copy only advertisment with an effective twist
The following four slides demonstrate how copy & image interplay to re-enforce/strengthen the message.
Tabloid newspaper headline copy writing at its best - www.lbc.co.uk
Humorous copy writing applied to packaging.
The London bus drivers prayer - Ian Dury
How two differing amounts of copy can visually help re-enforce the message
The length and quantity of text within this advertisement is at the core of the idea.
Serious
Humorous
Contrasting shades of type effectively create two messages in one
Tube add deliberately designed & pasted up to re-enforce the message
A double entendre is a figure of speech in which a spoken phrase is devised to be understood in either of two ways.
One sentence two meanings - a clever verbal twist & turn that re-enforces the adverts proposition
Concise consequence driven storytelling, copy written to uniform length and beautifully crafted. Notice how the difference in scale contained within the headline is used to great effect
The copy in these ads preform 90% of the work and the image plays more of a support role.
The recent phenomena - www.keepcalm-o-matic.co.uk/gallery/top/all