COPYWRITING FOR THE ELECTRONIC MEDIA: A PRACTICAL GUIDE, Sixth Edition, prepares students to write effective copy for all types of electronic media, with an emphasis on commercial writing and a valuable real-world orientation to this exciting field. Equally appropriate for introductory electronic media writing courses and more specialized seminars on radio and television writing, the text begins by introducing basic principles and techniques of good copywriting, including a brief review of basic grammar, before moving on to dozens of focused skill-building exercises and more than 80 writing assignments. Numerous examples of actual scripts, storyboards, PSAs, and promotional spots help students understand key concepts as they learn to write short, persuasive messages for radio, television, and new media. The sixth edition includes a new chapter on "Getting the First Job," expanded discussion of target audiences and copy platforms, and an increased focus on the role of the Internet and its impact on radio and television advertising--all vital considerations for students as they prepare for work as professional writers.
Table of Contents
Part 1: THE BROADCAST COPYWRITER.
1. The Broadcast Copywriter.
Part 2: COPYWRITING ELEMENTS.
2. Copywriting Style--Basic Mechanics.
3. The Legal and Ethical Implications of Writing Copy.
Part 3: ADVERTISING BASICS.
4. Consumer Behavior.
6. Organizing the Broadcast Commercial.
7. Broadcast Copy Preparation.
Part 4: RADIO COPYWRITING.
8. The Radio Commercial: The Mechanics.
9. Types of Radio Copy.
Part 5: TELEVISION COPYWRITING.
10. The Television Commercial: The Mechanics.
11. Types of Television Commercials.
Part 6: THE ELECTRONIC MEDIA: OTHER WRITING NEEDS.
13. Public Service, Issue, and Political Announcements.
14. The Broadcast Campaign.
15. Writing News Stories.
16. Writing for the Internet.
17. Corporate Programs.
18. Getting the First Job.