A brief run-through on Facebook ads and some pointers on headlines. From Feb 28 lecture.

1. Copywriting
and evolving media
Postgrad Marketing & Digital Comms
Nick McGivney Wk 5 // Thurs 28 Jan

2. • Last week in the world: what grabbed you
• First in-class assignment: Facebook ads
• Writing headlines

5. Relevance: Female Facebook user, mid-20s.
Value Proposition: Win up to $1,000.
CTA: ENTER HERE!

6. Relevance: SME marketer, early 30s.
Value Proposition: grow your business through pinning.
CTA: Take Advantage HERE! (note t he Fb ad rules breaking)

15. Your turn:
• Paddy Power Shergar Burgers
• Free with any bet this week
• Headline 25 chars incl spaces
• Body copy 90 characters
• You decide tone of voice
• Three versions, each distinct
for split testing
• Screengrabbed and sent to
nmcgivney@gmail.com by end
of class

16. HEADLINES!
• Metaphor
• Personalisation
• Hyperbole
• Paradox
• Puns
• Parallelism
• Anaesis
• Simile
• Rhetorical question
• Quotation

17. HEADLINES!
• Metaphor
• Hyperbole ‘People will grasp the
wretchedness of a toupee
• Paradox
much more quickly if you
• Puns call it a rug than they will if
• Parallelism you just describe it as
• Anaesis unattractive.’
• Simile Suzanne Pope
• Rhetorical question
• Quotation

26. HEADLINES!
• Metaphor
‘Personification is a kind of
• Personification
metaphor. But with
• Hyperbole personification, you’re no
• Paradox longer comparing your subject
• Puns with an inanimate object;
• Parallelism instead, you’re describing it as
you would a human being.
• Anaesis
Personification allows you to
• Simile present mere objects as being
• Rhetorical question capable of love, hate, fear,
• Quotation hope and every other emotion
available to humans.’
Suzanne Pope

32. HEADLINES!
• Metaphor
‘Hyperbole makes it
• Personification
possible to provoke shock
• Hyperbole or laughter without the
• Paradox need for words. Though
• Puns hyperbole is typically
• Parallelism viewed these days as a
visual device, it can also
• Anaesis
succeed wonderfully in
• Simile words alone. ’
• Rhetorical question Suzanne Pope
• Quotation

37. HEADLINES!
• Metaphor
‘The power of paradox
• Personification
comes from the fact that
• Hyperbole the contradiction often
• Paradox turns out to contain a
• Puns thought-provoking grain of
• Parallelism truth.’
• Anaesis Suzanne Pope
• Simile
• Rhetorical question
• Quotation

41. HEADLINES!
• Metaphor
‘If puns don’t make sense
• Personification
for the brief on every
• Hyperbole level, then ditch them.’
• Paradox Suzanne Pope
• Puns
• Parallelism
• Anaesis
• Simile
• Rhetorical question
• Quotation

52. HEADLINES!
• Metaphor
Parallelism is the
• Personification
deliberate repetition of a
• Hyperbole particular word, phrasing
• Paradox or sentence structure for
• Puns effect.
• Parallelism
• Anaesis
• Simile
• Rhetorical question
• Quotation

56. HEADLINES!
• Metaphor
‘Typically with anaesis,
• Personification
one starts with a fairly
• Hyperbole lofty, dignified or
• Paradox respectful statement and
• Puns lets it all go downhill from
• Parallelism there. structure for effect.
It is the use of a
• Anaesis
concluding sentence or
• Simile phrase that undercuts or
• Rhetorical question diminishes what was said
• Quotation previously.’
Suzanne Pope

61. HEADLINES!
• Metaphor
‘When the equation of a
• Personification
metaphor (“life is a poker
• Hyperbole game”) is altered by
• Paradox adding the word “like” or
• Puns “as” (“life is like a poker
• Parallelism game”) the resulting
comparison is known as a
• Anaesis
simile.’
• Simile
Suzanne Pope
• Rhetorical question
• Quotation

65. HEADLINES!
• Metaphor
‘When the equation of a A
• Personification
question to which no answer
• Hyperbole is needed or expected, asked
• Paradox to bring your listener or
• Puns reader to your chosen
• Parallelism conclusion. Rhetorical
questions are powerful tools,
• Anaesis
tools that don’t exist in all-
• Simile visual advertising. They can
• Rhetorical question be used to serve rational
• Quotation arguments.’
Suzanne Pope

68. HEADLINES!
• Metaphor
‘When people talk, they
• Personification
reveal a lot about
• Hyperbole themselves, whether they
• Paradox mean to or not. The most
• Puns brilliant visual ads in the
• Parallelism world – and there have been
a lot of them – have never
• Anaesis
captured the nuances of
• Simile human speech in the way
• Rhetorical question that a headline-driven ad
• Quotation can.’
Suzanne Pope

70. Your turn…

71. HEADLINES
• Metaphor
• Personalisation
• Hyperbole
• Paradox
• Puns
• Parallelism
• Anaesis
• Simile
• Rhetorical question
• Quotation