التفاصيل البيبلوغرافية
| العنوان: |
Advertising Copy--hit or miss? |
| المؤلفون: |
Keyes, Langley Carleton |
| المصدر: |
Harvard Business Review; May/Jun53, Vol. 31 Issue 3, p71-82, 12p |
| مصطلحات موضوعية: |
BUSINESS English, ADVERTISING copy, BUSINESS communication, COMMUNICATION in management, ORGANIZATIONAL communication, LINGUOSTYLISTICS, MISCOMMUNICATION, SOCIAL science research, LOADED language, MODERN languages, COPYWRITING, PREVENTION, SEMANTICS |
| مستخلص: |
The article focuses on bringing clarity to business communication and advertising copy with the objective of improving readability and mass communication. There are six points for evaluating the potential success of advertisements such as highlighting the chief product advantage with a power idea and creatively using a seventh-grade reading level for advertising copy. Examples of ads include a comparison of advertising for Plymouth automobiles and Servel refrigerators, which are examined in terms of presentation, information, and target audience, as well as clarity, reading level, and comprehension difficulty. A method for measuring reading level in copy is mentioned. |
| قاعدة البيانات: |
Complementary Index |