Copywriting Ads
No smoking ad 1
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This is a no smoking ad that I made. Instead of the usual phrases and slogans that usually just tell the audience to avoid smoking, or that smoking is bad, etc. which seems to look down and talk down to them, I instead chose a different route to get my message across.
I chose the slogan “You can make the right choice” to empower the target audience (in this case, young adults) that they can indeed quit smoking. Sure, it takes a lot of willpower to succeed, but this slogan serves to encourage and give support to those smokers that wish to quit. At the same time, it also respects smokers who do not yet want to quit for one reason or another in the sense that it doesn’t preach to them.
I also use the phrases “Some feel…” to relate and empathize with smokers in a non-confrontational, non-intrusive way. Since most smokers are already exposed to various no smoking ads that emphasize that smoking (and thus, smokers themselves) is bad, I decided to go for a non-direct approach that at the same time intends to build rapport with the smokers.
No smoking ad 2
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A variation of the smoking ad, except this one is targeted at teenagers and pre-teens. As you know, teenagers are rebellious and like to question authority. However, they are capable and can make decisions themselves if we let them. Guiding a teenager is a complex thing.
Teenagers smoke because of peer pressure, the “cool” factor and to be rebellious. Taking these factors into account, I decided to phrase a question that most of them have in their minds, “All my friends are doing it, so it must be cool, right?” Normally, if there’s an adult around then they’d intrude in before the teenager can even formulate a decision. The same can be said of no smoking ads that talk down to smokers. However, by using this question I am letting them think carefully of their decision, without preaching. The “Right” in the middle serves to emphasize whether the decision they made is really the right one. Trust in them for they know what’s best for themselves. If not, the slogan at the bottom will subconsciously push them to make the right choice by empowering them since they are all aware enough to know that smoking is bad for health.
Other statements to be considered for no smoking ads-
- “Having black lungs is cool! Having a smelly mouth is cool! Smoke today!”–nothing turns off a teenager faster than loudly proclaiming something to be cool. Reverse psychology.
Airlines ad
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In choosing a suitable phrase for this ad, I took into consideration the things that most airplane passengers want from their flights. Basically, they want their flights to be safe, secure and comfortable.
Therefore, I chose the statement “If it’s safe and comfortable, it’s Scandinavian Airlines. Come and experience a cosy, secure journey with us” for the following reasons:
- Emphasizes safety and comfort
- Double connotation to underline emphasis (safe, cosy, safe, secure)
- Phrased in the form of “If it’s…” to call forth a mental projection of something that is safe and comfortable in the person’s mind, thus evoking feelings of safety and security, and then associating said feelings with the airline.
- Gentle, welcoming message in “Come and experience a cosy, secure journey with us”
- Chose the font face for its classy, yet readable feel
Please excuse my photoshop editing, as my primary responsibilities lie in copywriting.
Rejected statements include:
- “If it’s not comfortable, it’s not Scandinavian Airlines” – double use of negatives, might confuse audience
- “Come and experience a journey with us like no other”-might sound a little too adventurous (and hence, dangerous) for some. This phrase will work for other ads that want to project a daring, exclusive attitude
