Making the Pitch in Print Advertising” by Courtland Bovee

by | Jul 12, 2021 | Uncategorized | 0 comments

Read the essay “Making the Pitch in Print Advertising” by Courtland Bovee, et al. in the Lec. Docs for this module. Identify in the essay the three main types of copy (written words or text) one might find in print ads.
Write and post in this discussion a few sentences for each type of copy explaining how that type of copy works.
Then identify ONE ad in our the Ad Portfolio in the Lec. Docs. by brief description (For example: The Phillip Morris cigarette ad) which makes use of at least ONE of the copy elements you have identified. Explain briefly in a few sentences how the copy element works in the ad you have chosen from the portfolio.
So what do you need for this discussion?
1. Identify the 3 main types of copy described in the Bovee essay.
2. Write a few sentences for each of the 3 kinds of copy explaining why each type of copy can be important and how each type works in an ad.
3. Identify ONE ad from the portfolio in which at least ONE of the kinds of copy you have identified is at work.
4. Write several sentences in which you describe how the copy element works in the ad.
Read the essay “Advertising’s Fifteen Basic Appeals” by Jib Fowles found in the Mod. 5 Lec. Docs.
Choose ONE of the 15 appeals that Fowles describes in his essay.
Write and post in this discussion a paragraph in which you explain what Fowles says are the characteristics of an ad that makes use of the appeal you have chosen. What might you see in an ad that has this appeal as its dominant appeal? How does this appeal work in an ad?
Then find and identify an ad from the ad portfolio found in the Lec. Docs., and explain, in a second paragraph, why this is the dominant appeal in the ad you have chosen. Quote from the Fowles essay to support your argument about the presence of this appeal in the portfolio ad.
So what do you need for this discussion?
1. Choose one of the fifteen appeals in the Fowles essay.
2. Write a paragraph for the appeal you have chosen explaining how this appeal works and what an ad with this appeal might have in it.
3. Identify ONE ad from the portfolio in which the appeal you have chosen is at work.
4. Write a second paragraph in which you describe how the appeal works in the ad.

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