Copywriting and the Communication Process

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Chapter 2

• Copywriting and the Communication Process

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Writing for the Electronic MediaThe
Communication Process

• Questions
• Who paid for the ad to air? What is it selling
• What was the message and function of the ad?
• Who do you think the target audience is?

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The Communication Process

• Dynamics of the process
• Remember ultimate goal reaching people
• Write for PEOPLE, not radio, television or the
  internet.

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Communication Fundamentals
Originator
Message
Medium
Receiver

• Originator
• Human Communication one human to another
• Seeking to motivate or influence others
• Driving force -- Money
• Attract and hold attention, focus
• Ideally motivation is clear, honest, and
  consistent
• Has financial, social and/or professsional state
  in results

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Communication Fundamentals
Originator
Message
Medium
Receiver

• 2. Message
• Must have a message in order to be an originator
• Commodity
• Originator may not be aware s/he transmitting
  message
• May be message intended or a different message
• We are almost always originating messages when
  with others Can not NOT communicate

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Communication Fundamentals
Originator
Message
Medium
Receiver

• Medium
• A vehicle
• Can be own body or other mechanism external
• With media can defy time and space
• Mass Communication efficiency
• Each in the mass should feel being addressed as
  an individual
• Sense of personalized intimacy

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Communication Fundamentals
Originator
Message
Medium
Receiver

• Receiver
• Detector
• Message doesnt have to be intended for you
  sensory proximity
• OK if reach unintended, as long as also reach
  target

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The Communication Model for Electronic Media
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Originator

• Source is often the CLIENT
• Source drives the agenda of what is communicated
• Constructor builds the message
• Appropriately constructed based on rest of model
• Ultimately, it is the clients needs that must be
  served

SOURCE
CONSTRUCTOR
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Message

• The written script
• Any ad-lib, actuality or interview
• Creative blueprint
• Blueprint is transformed based on playback method
  (radio, TV)
• All elements combined
• Dynamic process

SCRIPT
A/V RENDERING
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Medium

• Transmission function
• Dissemination and distribution
• Quality control function
• Then transmitted (propagated) on a schedule
• Technical properties

Propagator
Distributor
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Receiver
Electronic Receiver
Physiological Filter
Experiential Filter
Response Mechanisms

• Talk to TV/Radio Receivers
• Cost, age, sensitivity
• Face sensory limitations

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Receiver

• Experiential Filters
• Life experience of audience/receiver
• Preconceptions
• Fears
• Prejudices
• Demographics
• Psychographics
• In all cases avoid Play
• Boring audience
• Condescending
• Talking over their heads

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Receiver

• Response Mechanisms
• What is it we want the receiver to do?
• Buy it
• Vote for it
• Sponsor it
• Build
• Gradual familiarity
• Favorable disposition
• Evaluate in test market
• Messages are polysemic can be interpreted
  multiple ways
• Narrow meaning through choices

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The Amazing Creative Power of Radio

• Mouth Sounds
• Written by NPR Senior Producer Art Silverman
• Segment Aired April 1, 1997