Introduction advertising unit Structure

(g) Convincing :
A copy provides information with a view to create 
in the mind of a reader first a desire and then a conviction to 
possess the product. This means that the copy should be 
persuasive enough to lead the readers towards buying the product. 

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13.6.3 Types of Copy : 
 
1. Scientific Copy :
A Scientific copy is prepared for technical 
products describing about the features, advantages, uses, contents 
and all the technical details about it. It is prepared for machineries, 
computers etc. Scientific copy is directed, towards well versed 
customers who know about the product. For instance, a medicine 
may be advertised to appeal to doctors. Thus, it explains the 
ordinary people in general and professional men in particular about 
the technicalities of the product. 
2. Descriptive Copy :
It is a non-technical copy presented in such 
a manner that any layman can easily understand. It does not 
require a professional expert to an the copy. It is just an ordinary, 
announcement of a new items. 
3. Narrative Copy :
It is in the form of a fictitious story which 
narrates the uses advantages, after effect etc., of the product. The 
story narrated is humurous to make it interesting. 
4. Topical Copy :
This copy establish a connection between the 
product and a particular happening e.g., A watch company may 
advertise that those who were successful in climbing Mount Everest 
had with them the watches of the company thus proving their 
excellent quality. 
5. Personality Copy :
This copy takes advantages of the opinion of 
an important personality. The statements are made by leading 
personalities like sportsman, film actors, politicians etc. Their 
statements act as certificates about the superior quality to increase 
the sales.