The purpose of copy-writing in different media contexts

Advertising

KFC

This advertisement was created as a response in the form of an apology ad on their official website as well as full-page advertisements in UK's newspapers on Feb 2018 rearranging the letters of its name to spell out "FCK" on a chicken bucket, apologising for the fast-food chain's chicken shortage in that week, which sparked a genius idea, transforming the marketing mayhem that went into a brand breakthrough and rewrote the manual for corporate crisis management. The advertisement popped up in well known newspapers and websites, produced in partnership with ad agency Mother London, featuring a photo of the FCK bucket, along with copy that states:

We’re sorry. A chicken restaurant without any chicken. It’s not ideal. Huge apology to our customers, especially those who travelled out of their way to find we were closed. And endless thanks to our KFC team members and our franchise p artners for working tirelessly to improve the situation. It’s been a hell of a week, but we’re making progress, and every day more and more fresh chicken is being delivered to our restaurants. Thank you for bearing with us.

For the advertisement, KFC and its agency, Mother, received praise from the whole marketing community, they fulfilled their customers needs by their response helping what could have been a damaging crisis into something of an opportunity for the brand, exceeding expectations and impressions, modernising the KFC brand.

Nike

Nike's product back then catered almost exclusively to marathon runners, but as a craze for fitness emerges, Nike's marketing department knew they needed to to take advantage of it to surpass their main competitor, Reebok, who at the time were selling more shoes than Nike. So in the late 1980s, Nike created the "Just Do It." campaign, which became a hit. In 1998, Nike sales were increasing and exceeded 9.2 billion. Many still experience that feeling when they exercise, and the song "Just Do It" perfectly captured it.

Don't want to run five miles? Just Do It. Don't want to walk up four flights of stairs? Just Do It. It's a slogan we can all relate to: the drive to push ourselves beyond our limits.

They fulfilled their consumers desires of their fitness craze, by targeting the core issue in your services, and connecting more with your consumers on an emotional level that is hard to ignore.

Coke

When a company is already very successful, it can be challenging for them to do something revolutionary. So, how did Coca-Cola manage to win over the masses? They decided to make an effort to appeal to people by placing their names on each bottle of Coke.

Share a Coke with...

It began in Australia in 2011 when Coca-Cola personalised each bottle with the 150 most popular names in that country. Following that, it carried on in the U.S. printing first names across the form of its bottles and cans in Coke's branded font. You were even able to order customised bottles on their official website to request things like nicknames and college logos.

They did receive immediate criticism by their competitor Pepsi, releasing a counter-ad, focusing on mocking the bottle names, questioning how people truly felt when they got the wrong name, but what Coke did fulfill is, regular consumers buying coke, leaning into that sense of individual ownership from the company and wondering hat name you'll get out of the vending machine, giving it a thrilling experience even if it wasn't yours, but to encourage you to "share a Coke" with who-ever's name it may be on front.

L’Oreal Paris

The make-up brand L’Oreal Paris worked with ad agency, McCann on a print campaign focused on workplace gender equality. 

THIS IS AN AD FOR MEN. Hire more women in leadership roles. We’re all worth it.

McCann, the agency, created this campaign, This is and Ad for Men, during international month of women, contrary to what one might think of as an advertisement for cosmetics, is not aimed at women, but at all men. Paschal said, “It is bold and packs a punch,”. “It keeps the content to the point, helping readers understand facts without any arguments.” With one clear message for all men to hire more women.

Ricola

The company ran a series of ads with examples of how a misplaced cough could ruin the meaning of a sentence. 

“She’s (cough) just a friend” Make sure good news sounds like good news.

The ad would show that it’s, funny, especially for an industry that can often be boring and technical, slightly edgy, without being offensive, relatable, simple and memorable. The copy shows the product without trying to persuade the reader that Ricola makes the best cough drops. Instead, it combines the photo of recognisable product packaging along with memorable copy, using the same colour scheme helping consumers find the brand along with their goal with this was to keep Ricola the product to keep in mind the next time someone needs to purchase cough drops. 

Press Releases

Divert

This press release is interesting because it follows a storyline. It makes use of a specific occasion, Valentine's Day, as well as a particular set of experiences that many potential buyers have in common. They talk about their service in a lighthearted way, demonstrating what they can do and toning down a number of typical worries.  This press release is already a classic and contains statements from the corporate spokesman.

Heinz

Although Heinz is typically not thought of as a fashionable condiment company, this press release (along with the related contest) aims to change that. The advertising is outstanding, but the competition is intriguing since it challenges participants to make highly Instagram-worthy burgers using their own condiments. It builds momentum with the concept, continuing with the competition and what participants can win, and concludes the key legal and technical information regarding the contest.

Apple

A product announcement can be another typical way of press release. Apple may be surrounded by controversy, but they are masters at introducing quality products. A fantastic example of how to promote a new product is this press release for the app "Time to Walk." It gets right to the point by outlining what the product wants to accomplish and the need it fills, then directly launches into quotes defending its product value. The only potential downside is its length overall, but since we're talking about Apple, journalists will pay close attention.

eBay

The press release from eBay does a good job introducing the new employee, outlining their impressive career, and sharing newsworthy bits about them. It’s also full of relevant quotes, which makes it more understandable and interesting with facts and quotes, rather than what a standard press release example offers.

Nike

Another press release with a product announcement. Nike makes sure to outline their press release with a purpose in their title, “The Ja 1 Is built for Ja Morant’s Dynamic Game” implying that it’s the perfect shoe for not just himself but for everyone else who wants to play the game just like he does passionately. They get straight to the point about what they are achieving from this product by introducing the shoe built for Nike Basketball’s first Gen Z signature athlete, and designed for the next generation of playmakers, whom Morant represents. They make sure to cut down anything relevant to the topic, with no lack of information, creating easier readability. They also include their design process’ to show the quality time and effort put into building up to the shoe for the next generations yet to come.

Blurbs

Baseball Dads

Matthew S. Hiley takes readers on a dark, twisted and hilarious journey into the perilous world of parenting with Baseball Dads. This motherfu**er is a homerun!

While it shares the same satirical sense of humour with the comment about the "perilous world of parenting," the tone of this blurb matches the rough and rowdy tone of the book. The little league baseball theme, which is important to the plot of the book, is also cleverly included into this synopsis. Simply put, it wouldn’t make sense on the cover of any other book.

Every Gift Matters

Carrie Morgridge has written a must-read primer for anyone considering philanthropy...Read this book - and learn from one of the best. 

Philanthropist Carrie Morgridge wrote Every Gift Matters to teach others that even the smallest donations charity can make a big difference. This blurb does a great job of creating a sense of urgency by calling it a "must-read", and ends with a powerful call to action that teases the reader.

A Silent Voice 

Shoya is a bully. When Shoko, a girl who can’t hear, enters his elementary school class, she becomes his favourite target, and Shoya and his friends goad each other into devising new tortures for her. But the childr’s cruelty goes too far. Shoko is forced to leave the school, and Shoya ends up shouldering all the blame. Six years late,r the two meet again. Can Shoya make up for his past mistakes or is it too late?

“A very powerful story about being different and the consequences of childhood bullying… Read it.”

Japanese manga artist, Yoshitko Ōima who wrote A Silent Voice depicts in the blurb a meaningful short and simple summary about a boy trying to make amends with a girl for his past and wrongful actions of bullying, invoking a "very powerful story about being different" and the "consequences."

Sea-Biscuit 

In 1938, a small crooked-legged racehorse received more press coverage than Hitler, Mussolini, Roosevelt or any other news figure. His name was Seabiscuit. He had become a most unlikely darling of the public thanks to an improbable meeting of three men who together created an international sporting icon.

Seabiscuit is an inspiring narrative of betting and winning against the odds, a classic tale of three embattled individuals who overcame the Depression and captivated the world.

An American author of books and magazine articles, Laura Hillenbrand wrote Sea-biscuit, with a simple and readable blurb as readers commonly skim the blurb, she made it easy to read, featuring clear description thats memorable and written cohesively. 

Chainsaw Man

Denji's a poor young man who'll do anything for money, even hunting down devils with his pet devil-dog Pochita. But his life gets turned upside down when he's betrayed by someone he trusts. Now with the power of a devil inside him, Denji's become a whole new man-Chainsaw Man! 

Having been forced to kill a friend, denji finds that his brain has turned to mush from despair. Without the motivation to keep going, he seeks help Makima. But Makima is not what she appears, and Dneji's pain is only just beginning.

Japanese manga artist, Fujimoto Tatsuki wrote Chainsaw Mans's blurb to a reasonable amount including the main contents of what a blurb needs, being short and simple whilst also including very important facts to remember down the line when reading through the chapters of this book/manga.