Chapter 5

Ads and PSAs: Copywriting for Visual Media

Key Terms

algorithm

hyperlink

shock

Aristotle

infomercial

special effects

audience as a character

minidramas

storyboard

banner ads

miniscripts

strategies

billboards

meta-writing

suspense

click mapping

metonymy

testimonials

copywriting

popups

video news release

digital signage

PSAs

visual metaphor

dual-column format

reason (logos)

visual writing

emotion (pathos)

scriptwriting

voice commentary

ethical values (ethos)

search engines

humor

sexual innuendo

 

Before television, there was radio advertising and film advertising in movie houses. You still see local ads in some movie theaters before the program starts. So the principle of selling time between programming ...

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