This week in class we learned about how to write a creative body copy for an ad. From what we learned, we know that a body copy has to be believable, reinforces the benefits, convincing and well-organised. There are also a few other things we have to keep into consideration when writing a body copy. The voice, details, styles, thesis and the organisation of the body copy. All that can differ from one ad to another depending on what you are advertising.
The few types of body copies we learned were:
Straight-line/ Factual copy, which immediately stresses on the direct selling of the product.
Narrative copy, which tells you a story.
Testimonial copy, by using a spokesperson.
Humorous copy, to gain and maintain attention.
Descriptive copy, by discussing the various aspects of the product.
Dialogue copy, by involving two or more spokesperson.
Institutional copy, to enhance the company's image.
From what I've researched, there are two other types of appeals in body copies.
Rational Appeals
They focus on a consumer's practical, functional or utilitarian need for the product and/specific reasons for owning a particular brand.
Emotional Appeals
They focus on relating to consumers' social and/or psychological needs for purchasing a product by influencing consumers' interpretations of their product usage experience through the use of transformational marketing communication. Basically showing how their product is the "hero" for all your problems.
Source: http://smartamarketing.wordpress.com/2012/02/01/advertising-creative-implementation/
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