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Copy Testing – An analysis of three types of advertisements within a productcategory.

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Copy Testing – An analysis of three types of advertisements within a productcategory.

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Identifying the Big Idea for some of your favourite local (Malaysian) advertisements

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Identifying the Big Idea for some of your favourite local (Malaysian) advertisements

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Advertisements with effective copywriting styles

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Advertisements with effective copywriting styles

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Hi
My name is Cao Anni and I'm a Mass Communication student.
My hobbies are traveling and listening to music.
It is a very interesting thing to feel the culture of different places!
I created idea bank to discover and learn more about creative advertising.

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Prospect
People who care about oral health and need to protect their teeth.

Product
Listerine Cool Mint Mouthwash.It removes 99.9% of germs that cause bad breath and gives 3x health gums

Pugilist
Colgate , Crest , ACT ,Oral B

Written by Cao Anni

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My opinion
In my opinion, in this advertisement, Listerine clearly showed the advantages and selling points of this product to customers with simple words, which was enough to attract customers who wanted to buy this product in a short time.

Copy strategy
In the copy strategy of this advertisement, I think all the information is very important. They are all about the advantages and selling points of the product. Customers can easily know whether the product is suitable for them through pictures.In addition, it also shows the advantages of products through numerical comparison, which is a great idea

-Newly created copy for the ad-

Headline
A mouthwash you can't miss

Body Copy
Still flossing and brushing your teeth? Still worried about bad breath? Use Listerine Cool Mint mouthwash! Provides 3 x healthy gums and 6 x cleaner

Call to Action
Don't worry about your oral health!

Written by Cao Anni

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My opinion
In my opinion, in this poster, the model showed the advantages of this product to everyone. It also showcases the product's benefits, such as SPF18 and breathability, as well as the lack of wax and fillers. This can achieve customers who want to buy by seeing and grasping the highlights of the product, so as to purchase and further understand.

Copy strategy
Fit Me, that's the name of the product, but it also means Fit for you. I think it's a very interesting strategy.
Meanwhile, Don't Mask Me also highlights the breathability and freshness of the product. That means it won't be as thick as a mask.

Written by Cao Anni

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My opinion
In this poster, there is not too much text and product introduction, but only products image and models are displayed. So in my opinion, this poster doesn't seem to attract the attention of consumers.

Copy strategy
Discover Endless perfection, this is a unique concept that Lancome always seeks. When romance and beauty meet, it becomes very attractive. Therefore, this is enough to give the product endless possibilities, but also adds a bit of mystery.

Written by Cao Anni

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– Source:Make Up For Ever Debuts The First 2011, https://stylecaster.com/beauty/make-up-ever-debuts-first-unretouched-ad/, Retrieved on: 2022.4.12 3.30PM

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Make up forever-Hd high defintion foundation 

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Make up forever-Hd high defintion foundation 

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My opinion
A new product from Make Up Forever, the poster shows the model confidently holding the camera for a photo shoot. As described below, a high definition foundation - a foundation that looks good in high definition on camera. Because nowadays, almost no one dares to be in the camera without embellishing.

Copy strategy
You're looking at the first unretouched make up AD is a powerful slogan. People might be interested in this. What unretouched make up AD? Does unretouched make up AD really exist? It's very bold and very innovative

Written by Cao Anni

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– Source:Giorgio Armani Beauty’s F/W 2012 Campaign2012, https://luxuothailand.com/, Retrieved on: 2022.4.12 3.40PM

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Newly created copy of the Giorgio Armani-Maestro

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Newly created copy of the Giorgio Armani-Maestro

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Headline
Feel the Maestro foundation.

Body Copy
The formula is ten years old, excellent and simple.
Just to keep your skin perfect every moment.

Call to Action
Let your skin enjoy every drop of foundation.

Written by Cao Anni

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What is it called?
Munchy’s-Lexus Salted Sandwich

What is it?
It's a whole new flavor, sweet and salty cookie. Delicious chocolate chip cookies topped with a dash of Himalayan salt. It balance the sweetness of each cookie to please different taste buds.

Why can this product do it?
MUNCHY's is the number one local biscuit brand in Malaysia since its inception in 1991. Among them, Munchy's LEXUS series has been produced since 1998 and has been a popular biscuit among Malaysians throughout the country.

How will it come to live?
Munchy's is already well known and appealing enough on its own, so it just needs to highlight the uniqueness of its new product on the poster. For example, it is the first taste to highlight the combination of salty and sweet flavors. The picture of the biscuit can be enlarged to attract customers.

Written by Cao Anni

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Headline
Peanut Butter , Love Better

Body Copy
Crispy and delicious.
Rich peanut butter with baked cookies.

Call to Action
Peanut butter to satisfy your taste buds

Written by Cao Anni

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My opinion
When I saw the AD, my first thought was' Wow, that's awesome '. It uses a small fragment of a fingernail to show the break you take, and a bar chart with Kit Kat chocolates to show the break you need.This is a very innovative and interesting AD!

Copy strategy
In this advertisement, there are very few words, but the only words show the theme of "break" perfectly. Paired with interesting pictures, it's no surprise that you want to take a break and have a Kitkat.

Written by Cao Anni

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Headline
Kitkat&Break

Body Copy
What should you do during your break time?
Have a Kitkat!
Relax and enjoy the delicious food.

Call to Action
Your Kitkat break time

Written by Cao Anni

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– Source:Nike, hhttps://lavalldelord.com/, Retrieved on: 2022.5.1 4.39PM

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My opinion
The large black font in the middle of the advertisement also makes the selling point of the shoes simple and clear. It tells us that this pair of shoes is different from other colorful casual shoes and clearly introduces the sports applicable to this product.
The overall color scheme is very comfortable to look at, and the catchy title makes people curious about the "restorative training shoe". The last line tells us to exercise to activate the magical function of the shoe

Copy strategy
The body text briefly describes the use of this pair of shoes and what he has special place. The line in bold font at the bottom of the AD also reminds us that we need to wear these shoes for sports training to realize the black technology of these shoes.

Written by Cao Anni

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– Source:Oliver Giroud helps AC Milan secure 1st Serie A title in 11 years, https://indiaunitedpress.info/sports/oliver-giroud-h, Retrieved on: 2022.5.1 5.15PM

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Headline
Black and white attitudes

Body Copy
A pair of shoes that can't go wrong, a right choice

Call to Action
Versatile, simple, casual

Written by Cao Anni

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My opinion
The product positioning of this advertisement is very clear. The title tells us that lego created by children is beautiful and combined with pictures. The smiles on children's faces tell us that they are very happy with Lego. The picture in the lower right corner advertises the products that are suitable for children of different ages.

Copy strategy
The text clearly tells us that children are proud of what they create by using their products, and also let us know that their products bring fun to children aged 3-7 and let children aged 7-12 find different fun by themselves. Describe how their products make children of every age feel, and also tell us about the diversity of their products

Written by Cao Anni

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My opinion Copy strategyWritten by Cao Anni

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My opinion Copy strategyWritten by Cao Anni

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Headline
Healthy or delicious?
All want to!

Body Copy
Oil free, 10 minutes for quick enjoyment

Call to Action
Get delicious food fast

Written by Cao Anni

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Appeal
Like a radio broadcast, three people act as the host and the interviewee, introducing the product through an interview.

Message
Introduce new products and special prices.

Tone
It sounded very charismatic and friendly, because it sounded like a casual conversation between the host and the interviewee

Written by Cao Anni

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Burger King Radio #2 (voice over by DC Douglas)

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Appeal
The horse's cry and the man's role

Message
Introducing Texas Barbecue Beef Bacon

Tone
It's funny. It starts with the horse. The two play shop assistants and customers looking for "Western whopper".

Written by Cao Anni

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0:00 / 0:53•Watch full video

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BK Malaysia Western Whopper Radio Commercial (English)

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Appeal
GIJoe

Message
Introduce new products, urge people to buy new products and watch GIJoe's movies

Tone
The simulated GIJoe team call, like watching a movie, is very innovative and attractive

Written by Cao Anni

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0:00 / 0:32•Watch full video

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Burger King - GIJoe Retaliation 3D Radio Commercial (Eng)

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Length: 15 sec
Writer: Cao Anni
Medium: Radio

Music/sound
The sound of a knife cutting an orange、 the sound of squeezing orange juice、the sound of drinking juice

Radio Script
"Wow! As fresh as an orange!"

Written by Cao Anni

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Appeal
This is a very warm advertisement, the best friend by your side is a puppy.

Storyline
Since the girl was a child, her parents have given her a puppy, and then the puppy will accompany the girl on her graduation, birthday, and love.

Message tone
"a best friend for life journey", this advertisement expresses this main message very clearly.

Dramatization
I think it's a very day-to-day, slow commercial with no Dramatization .

The visuals and the story of the advertisement
The background music sounds very relaxing and tells people that pets can always be trusted by your side.

Written by Cao Anni

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Appeal
Introduce the taste of Lay's potato chips through interesting memories and conversations.

Storyline
Between interesting conversations, the two introduce the taste of potato chips,

Message tone
It was fun and casual. Makes people feel friendly, wants to laugh, the story

Dramatization
Conversation can be a little over the top

The Visual and the story of the adv
Use interesting dialogue to introduce the product. Now and then there was some laughter in the background.

Written by Cao Anni

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Appeal
Describe the process of making a chocolate

Storyline
A chocolate needs to be covered with chocolate, hazelnuts and wafers

Message tone
The process of making Ferrero chocolate is very rich and delicious

Dramatization
A hazelnut rolled in chocolate and came to the table

The visuals and the story of the advertisement
The background sound is very attractive and the music is brisk, making people feel good and interested to continue watching.

Written by Cao Anni

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Appeal
Pizza hut delivery is very easy to order, just send a message on WhatsApp.

Storyline
You can use pizza hut when you are hungry, just send a message on whatsapp and it will be delivered to you very easily and quickly.

Message tone
pizza hut easy order. This is the text that appears the most in the ad and is very memorable and attractive.

The visuals and the story of the advertisement
It's like a song, which can make people sing along with the advertisement, which is very funny and light.

Written by Cao Anni

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Appeal
Pizza hut's takeout is very fast and the production process is very delicate

Storyline
Order a takeout before the shower and get the pizza right after the shower. The pizza making process was also filmed.

Message tone
Pizzahut's takeout is very fast, but fast with quality.

The visuals and the story of the advertisement
Cheerful songs, the process is also very interesting, from ordering to picking up, from flour to pizza, everything is in order.

Written by Cao Anni

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Marigold
Appeal
Freshness of juice, and health

Storyline
When pouring juice in the morning, insert a picture of a fresh orange being juiced, then take a sip to highlight its health, such as a text that says it's rich in vitamin C, and finish with a satisfied smile.

Message tone
A good juice can replace fresh fruit.

The visuals and the story of the advertisement
Joyful music, warm tones. Can have oranges and healthy ingredients.

Written by Cao Anni