For my final project for Persuasive Writing, I made a digital portfolio on Visual CV.
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.
On Sept. 12, Apple placed a news release about the iPhone 5 on their website. Its 14 paragraphs describe the new features, design and pricing. The goal was an official statement from Apple about the new product so everyone receives the same correct information.
In the first paragraph, the writer repeats the descriptions from paragraph one, but the descriptions are now quoted. It makes the reader question the writer’s AP style and creativity. Also, part of the quote is incorrectly punctuated, which again serves to discredit the writer. The quote itself too is opinionated and biased, but that can be expected as it is clearly endorsed and written by Apple employees.
The descriptive paragraphs each contain a high number of adjectives. The writers for Apple want to create excitement and buzz for their product, which explains the loose writing. However, adjectives are repeated, which takes away from the excitement and makes the writing monotonous.
The writing throughout is not tight writing and the language is more complex than news writing. The bias is evident but expected because it is on their website. On the positive side, the news release can be easily scanned as each paragraph begins with the topic feature. Also, the headline is specific and context free. The deck between the headline and the body creates intrigue and suspense to trap the reader.
Overall the news release does not follow expected AP style. However, the audience intended is readers of the Apple website, not journalists. It serves to inform people interested in Apple but does not offer unbiased, well-rounded information.
Lady Create-a-lot is a blog mainly for women looking for crafts. She has a background in design and creativity. She uses the blog to show her ideas, how she makes crafts, and how to make things in a low-cost way. The blog is informal with pictures to demonstrate her projects. In her 57 posts, she tagged projects ranging from house renovation to recipes.
She uses concise writing to save characters. She uses most of the space in each post for pictures. She uses first person, which is normal for blogs. The writing is short blurbs between pictures for easy scanning. Labels along the side panel also provide easy scanning and navigation for readers looking for specific information.
Page titles are specific explaining exactly which craft the reader will find. Each page title begins with the blog name then includes the post title. She uses key words with labels on the side panel and in each post with what potential readers might search. Post titles, or headlines, are cute to create interest and specific. Headlines are also context free. They could be improved by leading with the most important words.
None of the posts include a deck. The blog also doesn’t have subheadings because the posts are too short. She uses lists effectively for short information. Links are not included in the body copy but are at the end of each post so readers can go to similar posts. Each link is marked by a label rather than “click here,” which provides no important information. She does not use AP style but her style fits the audience. She uses unnecessary adjectives but it helps to create interest in her subject.
Overall, Lady Create-a-lot uses her blog for writing about crafts in way readers find interesting and entertaining. Her concerns are conciseness and understanding. She meets those goals well through her writing.
Alloy is a teen clothing company. Each season’s catalog is free for subscribers and previous purchasers. The company offers reasonably priced clothing including jeans, dresses, tops, shoes and accessories. Products are similar to Delias and Charlotte Russe but instead only online or by mail. Along with the catalog, the website includes editorial content similar to an online magazine. Content ranges from blogs, gossip, guys and quizzes.
The blog section includes opinion and limited facts. Some health posts had tips but offered no sources to back up the claims. However, they used bulleted lists appropriately with bolded lead-ins to improve scanning. They also have helpful reviews over TV shows and books that their audience would find interesting.
The writing style reflects the audience, teen girls, and keeps it simple and fun. The headlines prove this as they are cute and clever rather than concise and to the point. These headlines do not provide easy navigation if a reader is looking for specific information as they are not context free.
Based on the layout and writing style, the website is built for browsing in spare time for fun, not for specific information. The writing is short and not thought-provoking. However, it works for the website and its audience. It could be improved with links to other parts of the site to increase browsing and simplify navigation. There are no in-text links but only links to other similar articles at the end.
Overall, the website is set up for visual attractiveness and short attention spans. The site would be ineffective as informational but works well for its teenage audience.