The Coca Cola brand is recognized worldwide. The typeface of the logo, the colors of the brand and the shape of the bottle are each trademarked and recognized instantly. Coke advertisements must always reflect this classic and timeless image that the company has built.
One campaign introduced the slogan, “It’s the real thing.” The advertisements in the campaign focused on the bottle and the iconic logo, instead of the drink in a glass. The wording on the advertisement is small, making it image-driven with the large graphic of the Coke bottle. There is no visible headline but there is the obvious tagline, “It’s the real thing. Coke.”
The paragraph of copy is on the left side of the page but is right-aligned so it is difficult to read. It is also so small in comparison to the rest of the ad that it does not draw any attention. Most viewers would likely skip the ‘fine print.’ However, the copy does complement the picture nicely and creates positive feelings for the product.
The advertisement does not contain some key features but overall conveys the meaning well. The format of the writing is not perfect, but has correct style and accomplishes the perceived ad goal. The tagline is good, catchy and memorable as is suggested, and also helps to accomplish the ad goal. If I were a typical consumer, the ad would inspire feelings of pleasure and loyalty toward the product, exactly the way Coca Cola would want their consumers to feel.
Mr. Optimism is Allan Jamir, a man who serves many organizations. Mike Dauplaise wrote a feature story about him. He used wit and charm to draw in the reader. His quotes keep the story interesting and sincere.
The headline is typical for a feature story. The copy is short and follows the guidelines of being read in one sitting in five to 15 minutes. It is inspired by news of Jamir as a community leader but it is not a news story. As a feature story, it illuminates his life as one lived now. The hook was a snappy teaser that created mystery and interest. The transition paragraph served to introduce the subject, Jamir, and explain the meaning for a feature story about him.
The body tells the story of his life and how he grew into the community leader he became. It keeps the reader’s attention by constantly introducing new facts. Dauplaise clearly finds Jamir interesting and he writes to keep the readers thinking so as well. The conclusion connects back with the hook in the form of a summary quote.
Dauplaise uses AP style as shown through his format of numbers and sentence structure. He exercises the proper rules for writing on the web with short sentences and short paragraphs. Overall, the feature story is a good example of proper feature writing and media writing in general.
The media kit is in PDF format. The first page is a large graphic displaying the fashion and style the magazine represents. It contains the logo and the description of what the reader will find, a media kit. It is simple but efficient at conveying the message.
The second page starts with an important quote. It is in a different font that is more elaborate to draw attention. After the quote follows images of sample magazine pages. The images serve to create interest in the magazine and its media kit. The next section starts the relevant information.
Each section has a large bolder title for easy scanning. The first section is About. The writing is concise but entertaining. It serves to inform the potential journalist why they should be interested in the magazine. Adjectives are used sparingly and the writing style captures the reader to continue.
The next section is Audience. It has short descriptions with bolded subtitles for quick scanning. The writing is short and to the point. The next section is Readership and follows the same style. The subtitles help with clarity and scanning. The similarity in style adds to the unity of the media kit.
The next two sections are Rates and Frequency. The writing includes figures and facts, which contribute to concise writing. The last section, Influencing influencers, serves to close the deal. It is the most colorful page of the media kit. The contact information, repeated again from the second page, is at the bottom for a last minute reminder. The last writing calls out the reader to take the next step to find out more.
Overall, the media kit and its writing is concise and uses AP style, but it doesn’t lose the flair. Style Sample Magazine has a great media kit.