The Purpose of Copywriting in different media contexts

 Advertising

This L'Oréal advert for makeup has the slogan 'this is an ad for men' in big white font with all caps. This is because the different lipstick sizes is meant to be a metaphor for men comparing the sizes of their genitals. but obviously because this is a makeup advert they decided to use this opportunity to showcase their lipsticks. This is a creative way of utilising copywriting in an advert.

After KFC ran out of chicken they released this apology advert expressing how sorry they were for the inconvenience. To make the advert stick out more they pulled a genius move by re-arranging the letters KFC to FCK so it looks like the swear word 'fuck' symbolising how they 'fucked up' with their shortage of chicken. as a result of this, KFC's ratings went up.

Here is yet another example of genius copywriting in this McDonalds advert. They used their logo to write out the iconic Einstein equation: E=Mc squared. they flipped the logo sideways to create the E and then they used the logo again for the M and the combination of the M logo and the little c next to it makes it look like the 'Mc' in McDonalds which I think is a very creative way of advertising a product. the equation itself in this advert could be symbolising the 'genius' that goes into making McDonalds food.

Here are two different adverts from two different companies (coca cola and Pepsi) the Pepsi advert released first and was meant to be a 'diss' at coca cola because they're rivals. They did this by having a Pepsi can wearing the coca cola can as a costume with the caption: 'we wish you a scary Halloween' trying to imply that coca cola is a 'scary' product. 

However coca colas response to this advert was absolutely fantastic as they did not change a single thing in the advert except the caption which said 'everyone wants to be a hero' this copywriting is genius from coca cola as they're taking Pepsi's original advert and using it against them. This is because the original Pepsi advert looks like the Pepsi can was wearing the coca cola can as a cape and they're trying to imply that a hero needs a cape to make them a hero.

Press Releases

Here is an example of a press release. A press release is an official statement issued to newspapers giving information on a particular matter. The image above is a press release for Heinz. as you can see the title of the press release claims that Heinz is searching for it's first ever head burger artist. This title gives a brief summary of what the press release is about. The press release uses many metaphors to captivate the readers interest such as 'every burger is a blank canvas which makes Heinz condiments the paint to create a burger masterpiece' this press release is showing Heinz in a positive light as it is comparing Heinz to paint for an artist which is very important. They also refer to Heinz as the 'condiment connoisseur' this alliteration is both satisfying to read and complimentary to Heinz as a connoisseur is an expert judge in the matter of taste.

Here is another example of a press release, this one is for McDonalds. This press release is about the McDonalds 'why waste me?' campaign which is a campaign to stop hunger in London. Firstly 'why waste me?' is meant to be a rhetorical question which is a form of emotive language meant to persuade the reader to be charitable (at least in this case). The layout of the press release is very formal probably because this is a serious campaign. The first paragraph talks about McDonalds and Trussell Trust's collaboration and goes into a little bit of background about Trussell Trust, mentioning that they are 'the largest organisation fighting homelessness and poverty in the UK' they also mention that they have 'four hundred food banks'. The second paragraph goes into more detail about what the campaign is about and what their strategy is. this is to provide the reader with information about the campaign. The final paragraph provides the reader with McDonalds food waste statistics as well as links to sources as evidence.

This is a press release about about the famous shoe brand Nike. This is a lot more serious than the other ones so far as it mentions domestic abuse allegations about one of Nikes future collaborators, Mr Matthew Grant. Once again the title is a brief summary of the whole press release. they put the Nike logo at the top as a visual way of letting the reader know that this is about Nike. The paragraphs are very short and brief probably because they didn't want to 'waffle' about serious allegations, and just get straight down to the facts. the first paragraph informs the reader about the collaboration. The third paragraph goes into background of the domestic abuse allegations to give the reader some needed context of the seriousness of the allegations. The final two paragraphs inform the reader about how Nike are going to approach this, in this case they will end the collaboration as in the contract it mentions that they do not tolerate this kind of behaviour.

This is a press release for the shop, Fenwick, specifically in Newcastle. The title summarises the whole press release: 'Charlotte Tilbury makeup counter to launch in Fenwick Newcastle' the first sentence of the press release gives background as to what Charlotte Tilbury beauty brand is. They mention it is award winning and when they are going to release the 'beauty hall' in Fenwick. they then give some information about the beauty hall and list what brands they include, this is perhaps to advertise Fenwick to the reader and try to entice the reader into shopping at Fenwick. The next paragraph gives us a quote from the 'head of beauty at Fenwick Newcastle' which is obviously a very important role in the Fenwick hierarchy. The following paragraph goes into more detail into Charlotte Tilbury's background.

for our final press release example, we have a press release from apple that says 'apple Inc retools itunes and icloud to be made even more intuitive'. this title summarises what the press release is about. the first paragraph adds additional context to the information we are already given in the title including when the update will release. the second paragraph outlines what the update would bring and the third paragraph explains why it is an improvement. they also include a link below that shows updates of the new software that will be released.

Blurb

this is an example of a blurb. a blurb is text on the back of the book that summarises the story to try and persuade the reader into reading it. this blurb is for the famous book written by Roald Dahl: Willy Wonka's chocolate factory. this blurb is very short and brief because it is a book targeted at children. the blurb is written in a massive text with the words having different fonts, this is designed to be easy to read as it is a book aimed at a child demographic.

this is the blurb written for the book: Harry Potter and the philosophers stone, written by J.K Rowling. the blurb is fairly short as the book is aimed at a younger demographic. unlike the blurb for Willy Wonk's chocolate factory, the text in this blurb are all written in the same font. at the end of the blurb it says: 'HARRY POTTER IS A WIZARD!'. this is written in all caps to convey shouting and to appear more eye catching as Harry Potter being a wizard is pretty much the summary of the story. 

the blurb above is for the Dr Seuss book: 'how the Grinch stole Christmas'. the blurb itself is a quote pulled out of the book. they used a quote for the blurb because it is an example of the type of writing the book contains. this quote in particular also summarises the story. the blurb is written in a big font so it is easy to read for the children as it is a children's book.

here is another example of a blurb for a Dr Seuss book. this one is 'the Lorax' the background is quite bright and colourful because it is meant to be a kid friendly book. the blurb asks questions like 'will the eco-friendly Lorax be able to stop him?' this is to entice the reader and persuade them into reading the book. the blurb itself is quite short because its aimed at a younger demographic.

this is a blurb for diary of a wimpy kid. this blurb is written in short paragraphs to break it up similar to how you would write a journal. the font of the text looks like handwriting to emphasise that this is meant to be a diary. the writing appears to be written on ripped up bits of lined paper sellotaped to the back of the book. this is to make it seem more like a diary. the blurb also includes a doodled image of our main character in school.