I mean, is it just me? If I spend another meeting listening to someone harp on about a new strapline when they actually mean a headline I shall go bananas.
The thing is we are all in the communications business and frankly if we can't communicate with each other then what chance have we got?
So listen up now people, let's get this thing sorted, today lets all learn the lingo and speak like a pro.
Above The Line. Campaigns aimed at people in flight.
Below The Line. Campaigns aimed at sub mariners
B2B. A communication from one business to another using words only they can understand.
B2C. A communication from a business to a consumer that requires plenty of photoshop
Headline. Those big words at the top.
Body copy. The smaller words in the middle
Strapline or slogan. The cheesy words near the logo.
Logo. The only thing a client cares about.
Client. The one who has final yay or nay.
CD: A creative whose finger works faster than their brain.
Advertorial. This is an ad in a magazine that doesn't look like an ad. It looks like part of the editorial. Except it says advertisement in small print at the top.
Leave behind. An expensive piece of print destined to become litter.
Hypertext. Copy that has been produced by a writer who has too much sugar in their tea. Someone like me for example.
Cow gum. Old skool method of creating artwork using spittal from dairy herds.
Standfirst. Exceedingly formal writing style.
Art Director. A designer that can't use a computer.
Copywriter. A writer that rips off other folks ideas.
Internet. Hey there sexy, I'm from Limerick, my husband is wearing drag. Wanna chat? click here.
Agency. An integrated, brand storytelling, brand activating organisation that changes human behaviour by creating experience led conversations that engineer excitement 360 degrees.
Sorted.
John Fountain is a copywriter.
Visit John Fountain's website
Twitter: @fountainjohn
