Harry's (Body Copy)

by Jane Law Lee Bin (0334317)

(Source: The Power of Advertisement )

Opinion: This is a print ad for Harry’s found in an airplane magazine. I like how Harry’s wrote their body copy to be relatable to the situation. I think this shows how the brand can be creative, adaptable as well as versatile and it helps maintain a level of human connection as if they are speaking directly to you. I love the incorporation of the word ‘smooth’ here - implicating a ‘smooth’ touchdown and also a ‘smooth’ facial. I think it’s a smart play of words and it definitely left an impact on me. I also think the use of bright orange for the colors make the overall ad stand out due to its striking, staggering tones. The placement of the ad looks very clean (just like what they wanted to promote - a clean facial) and easy to read. Hence, the message was easily understood.

Copy Strategy: The body copy here is straight-line as it mainly touches the benefits of the product, which is a cheap, good-quality razor. The writing is fairly simple, with no cliches and jargon. Harry’s ad made full use of simple words to bring forth their message. They follow the loose style where the tone is much more conversational and the sentences are short and easy to read. The use of non-complicated language in the ad allows the body copy to shine as the advantages of the product are being stressed evidently. Though the body copy is pretty straight-forward and does not have any excessive, flowery language, the ad is still able to sell the product with its direct approach, striking visuals and relatability to the situation.

Reimagined Copy

Headline: Land smooth. Look smooth.

Body Copy: Hey! You look like someone who cares about your air travel quality. Why not do the same for your razor? At Harry’s, we believe a great shave shouldn’t be compromised for a high cost. We deliver top-notch razors directly to you so that you can get a clean look at a fair price. After all, you got to be smooth after the touchdown.

Call to action: Sky Readers can now get a free trial with Harry’s when they sign up with just a few bucks for shipping fees. No commitments, cancel anytime.

Reference:

Danish., 2018. Great Print Ads Of All Time [Online] The Power of Advertisement. Available at: <https://ajakngiklan.com/great-print-ads-of-all-time/> [Accessed 4 October 2020].

By: Jane Law