Although the elements of copywriting differ greatly for print and television ads

Question

Although the elements of copywriting differ greatly for print and television ads, integrated brand promotion campaigns use both print and broadcast media alike to deliver consistent brand messages. Select a television ad and analyze its copy, visual aesthetics, tone, style, and persuasive strategy. Then write your own print version of the ad, attempting to provide a similar presentation of the brand’s features and benefits. As you write your headline, subhead, and body copy, be sure to align your message and style with those seen in the television ad.*** Use the tips for writing print ads listed in the chapter. Explain in detail and give examples when necessary.The only way I can share it is to give you the info below. (If you copy and paste my question just before the astrisk in the search engine you will have access to the book to assist you).Thank you

Book: Advertising and Integrated Brand Promotion By Thomas O'Guinn, Chris Allen, Richard J. Semenik, Angeline Close Scheinbaum Page 222

What missing referwnces are you talking about??

Explanation / Answer

The television ad of Carlsberg features Mads Mickelson who is well known for his role in Casino Royale. The ad emphasized the Danish heritage which is true to the origin of the beer. It is a sleek production with sophisticated charm. The advertisement takes viewers to the Danish charm and iconic landmarks. The ad ends with the tagline 'probably the best beer in the world'. This used back to the basics technique and positioned itself as a strong beer we'll known for the niche market who will appreciate its Danish heritage and true class.

The print ad can have strong cinematic view of Denmark and its important locations. The tagline will be 'indeed the best beer in the whole world'. The style should focus on bringing the colors of Carlsberg beer bottle alive. The similar colors and tone should be reflected in the print ad. The tourists should be shown enjoying Carlsberg beer bottle. Instead of showing faces of tourists; it should have Carlsberg beer bottle riding a cycle, holding hands and standing at the bridge. The features of the brand will focus on Danish roots.

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