Advertising Copy

What is Advertising Copy?

Advertising copy implies a branded message that attempts to convert prospects into customers. It is the key text or script which advertisers use in the advertisement, be it radio, TV, printed or digital. This will include dialogue, catchy phrases, etc. Further, an advertising copy not just specifies your brand’s message, but also explains its features and persuades your audience to take the intended action.

An ideal ad copy replaces the conventional interaction between prospective customers and salespeople as it outlines the major benefits and features of the offerings and answers any questions the prospect may have.

To put simply, an ad copy informs the customer about the product and how effective it is, in solving their issues. Also, it helps in increasing the rate of conversion during the ad campaigns, which results in better sales and profits. Also, it will increase the reach and leads. Hence, it won’t be wrong to say an ad copy is the soul of the entire advertisement.

Table of Contents

  1. Elements
  2. Characteristics
  3. Types
  4. Wrap Up

Elements of an Ad Copy



It is the very first copy which the audience notice and connect with. Commonly its font size is the largest of all the text included in the advertisement. In general, a catchy headline is chosen in order to draw the attention of the audience towards the advertisement. It is the highly read part of the advertisement.


This follows the headline. There are some writers who choose to display the sub-head first and then the Headline. However, some advertisers also avoid the use of sub-headline. It is mainly used when the advertiser wants to say more at the beginning. But, it would make the headline wordy then the sub-headline is used.

They do so to pull their attention towards the whole copy. Its font size is smaller than the Headline, but larger than the body copy.

Body Copy

Because it is illustration text, the font size used in this is the smallest of the other two mentioned above. Before taking a buying decision, consumers always like to know more facts about the product, which is included in the body copy.

Generally, it describes the brand in brief and thoughtful words, that stay in the mind of the reader for a long time. The main use of body copy is to explain the brand in the best manner.


The font size of a caption is smaller than the body copy to indicate the sales points.

Blurb or Balloon

This word indicates that the illustration of the advertising copy will be said by one of the characters appearing in the ad campaign. There are several instances when a blurb or balloon is used as the headline and displayed in a large size.

Box and Panels

These are used for indicating important information about the product, such as a warning or special offer, etc.

Slogans, logotype and signature

You can find these elements in each and every advertisement. They are unique tags that help in recalling the company or brand. Helps it helps differentiate the company’s product from products offered by the competitors.

Characteristics of Advertising Copy


  • Originality: As you all know that nothing is better than original content. When the content is new, the audience notices and likes it as well. Hence, it attracts the target audience and remains in their mind for a long time. Also, it helps the advertisement to stand out from the crowd.
  • Clarity: Advertising copy should be clear and not vague. It must not confuse the audience or leave any doubts in their minds. So, it has to be written with proper consideration and thought.
  • Coherence: A brand’s ecosystem consists of various parts, one such part is the advertising copy. Hence, it has to be coherent with different elements of the brand.
  • Informative: An ad copy must tell the audience about how the product is helpful to them and also, how it can improve the quality of their lives.
  • Simple: an advertising copy should be simple and ready to understand. For writing the script easily understandable words must be used.
  • True: It must not state any false commitments. Whatever claims the product makes must be true, in order to be successful in the market. This is because, if the product makes a false commitment, then sooner or later the truth will be disclosed.
  • Brief: The audience is more attracted to a short advertisement, which does not consume their time. Further, it involves meticulously writing the script of the ad without jeopardizing its meaning.

Types of Advertising Copy

Celebrity Endorsement Copy or Testimonial Copy

It features famous personalities like celebrities or athletes, to present the copy or demonstrate the product. These are used to communicate the message. It is commonly used in motion pictures, sports, music etc. This is highly used in the electronics or drink industry.

Descriptive Copy

Ad copy that describes clearly and concisely the details about the product. This is commonly used in the case of consumer products.

Dialogue and monologue copy

An advertising copy in which the characters used perform selling in their own words, by talking about it either mutually or to the audience directly. This copy is written in a very persuasive and interesting manner.

Gimmick Copy

A copy that uses various trick devices to draw the attention of the public, be it humour, exaggeration or other trick devices is a gimmick copy.

Straight line Copy

An advertising copy in which the body copy begins to act as a headline is a straight line copy.

Narrative Copy

A narrative copy is one that contains an interesting story or a specific case, which leads to the discussion.

Media Copy

A copy which is designed to suit the media and advertised product. While preparing the copies various considerations are taken into account for different types of media.

Picture and Caption Copy

A copy in which the story or situation is explained using a few illustrations and captions.

Question Copy

A good strategy to influence buyers is to ask questions as to why a product has to be purchased.

Reasons why Copy

This copy tends to cater to the user’s problems, by providing them with the right solution, i.e. the product. Hence, ultimately encouraging people to buy the same.

Scientific Copy

This copy contains such words which are understood by the target audience, such as ads for pharmaceuticals, fertilizers, etc.

Wrap up

All in all, an advertising copy is the aggregate of various elements of creative work, that play a crucial role in making advertising successful.

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