Consistency

Consistency and uniformity is vital when making a print advertisement. Choose a simple yet recognizable logo for your product or brand and include it in everything, and similarly place it in each ad. The basic theme, layout, visual and copy of the advertising campaign should be uniform in all communications.

Charisma

Within the capacity of your basic design layout, your design must have an eye-catching detail that will attract the viewers. The charisma of the ad lies in both the visual and the copy. Use words and images in ad that convey. While the focal point of your design must be eye-catching, make sure it retains clarity in its message.

Clarity

Advertisements are viewed by potential consumers for only a few seconds and only clarity can make them understand the message well. Increase your ad’s readability by arranging text and artistic elements in a clear composition. If your ad design is polluted with confusion, distraction or questionable manner, viewers will certainly attribute these negative characteristics to your product, company’s or message.

Call-to-Action

The advertisement you design should be a ‘persuader’, in other words it should immediately generate a call-to-action. Consider your print ad a success when you start having calls or email next day after its publication.

Bullay Nu Samjhawan Aaian Bheynaan Tay Bharjaiyaan,
Man Lay Bulleya Sada Kena, Chad Day Palla Raaiyan

Bulleh Shah’s sisters and sisters-in-laws came to convince him.
Bulleya, please do as we tell you and leave the Arain’s (his guru’s) company

Aal Nabi Ullad Ali,
Nu Tu Kyun Lee-kaan Laiyaan

You are born into the family of prophet, you are heir of Ali,
So why do you ruin your family’s name like this.

Jeyra Saanoun Syed Saday Dozakh Milay Sazaiyaan
Jo Koi Saanu Raie Aakhe, Bhisti Peenghaan Paian

(Bulleh Shah replies)
Why do you separate the Prophet’s and Ali’s descendants from the common people (why do you wedge a divide between the two?)

(Bulleh Shah replies)
Those who address me as Syed, shall be condemned to hell.
Those who address me as Raie, shall ride the swings in heaven.

Raien, Saayin, Sabhin Thaayein,
Rab Deyaan Bay Parwaaiyaan,
Sohniyaan Paray Hatayaan Tay, Khojeyaan Lay Gall Laiyaan

Arain and masters are born at every place, God does not discriminate against anyone,
The lord is so carefree,
That he neglects the beautiful (others) and hugs the ugly (Bulleh Shah)

Jay To Lorain Baagh Baharaan ,Chaakar Ho Ja Araiyaan
Bulley Shah Dee Zaat Kee Puchni, Shaakar Ho Razayaan

If you seek the pleasure of a eternal garden in spring, go and become a servant of the Araiens,
O’ do not ask Bullah his caste; Be thankful and be content with the lord’s creation.

To start with, a very sweet movie, beautifully done although it’s a full fighter movie! I would personally recommend this movie to all who wants a mix of tragedy and happy ending. It’s an American drama film with the brilliant acting of James Franco. Fly boys is a good old-fashioned historical drama concerning the Lafayette Escadrille, a French regiment of American volunteer airmen serving the allied cause in WWI before the U.S. became officially involved.

The story is about the devotion, friendship, training and combat of young American boys who wanted to fight the enemy in sky in World War 1 and volunteers for the French Air Service. The French touch is what makes this movie all the more special. The group fights the Germans. Some soldiers are sacrificed in the fight too. In short, ever boy in the group has a different story and all are heart touching. Some of the stories of the characters are actually true and is featured as it happened. There is a part where the hero, James Franco, falls for a French girl but fate doesn’t want them to be together. There is a big final fight in which every boy shows a hell of valor and the French succeeds. I wouldn’t wait you up any longer with this and telling the whole story, it is your turn to watch this brilliant movie. Now is the right time for it!

Confessions of a Shopaholic, based on the book of the same name by, Sophie Kinsella, is a chick movie starring Isla Fisher as the shopaholic, Rebecca Bloomwood. As the name suggests, the movie is about a shopaholic whose craze for shopping fades away when she starts getting bad times because of her this excessive shopping habit. She goes through a hard time, costing the faith of her loved ones because of her uncontrollable love for buying anything she sets her eye on but she learns her lesson at one time and learns to live like a normal, non-shopaholic girl and wins back her loved ones. This comedy and romance movie is directed by P. J. Hogan and screenplay is given by Tracey Jackson and Tim Firth and has proved to be a good movie adoption. I must say the choice of the lead actress was not very good because although she acted well but her appearance was not very appealing. Rebecca’s hero is Luke Brandon who is played by Hugh Dancy. A very simple movie which, all along, gave the feel that’s it is a movie based on some novel. It is a girly girl movie which is also a kind of a lesson for all the girls who have similar shopaholic nature.

Coke Studio is an innovative idea of musical entertainment introduces by Coca Cola Company in Pakistan. The show aired every year since 2008, has created a new genre of music for Pakistani music audience. The program shows a mind-blowing blend of traditional and modern music by famous singers.

In this year’s Coke Studio, the ice was broken by two extremely talented singers, Arif Lohar and Meesha Shafi, through a song called Jugni. As soon as the song was broadcasted, it became an instant favorite. Following are its lyrics in Punjabi alongwith their English translation:

Alif allah chambay di booti, tey meray murshid mann vich lai hoo
My master has planted the fragrant seed of love in my heart

Ho nafi uss baat da paani dey kay
Which flourished with modesty, piety and acceptance of his existence

Har ragaay harjai hoo
My God is present in every throbbing pulse

Ho joog joog jeevay mera murshid sohna
My spiritual guide is ever-present

Hathay jissay booti lai ho
The one who blew life into me

Pir meraya jugni ji
I have the spirit of my guide

Ae way allah waliyan di jugni ji
The spirit of all the messengers who brought His message to this Earth

Ae way nabbi pak di jugni ji
The spirit of Holy Prophet

Ae way maula ali wali jugni ji
The spirit of Ali and his followers

Ae way meray pir di jugni ji
The spirit of my saint

Ae way saaray sabaz di jugni ji
The spirit of all his words

Dum gutkoon, dum gutkoon, dum gutkoon, dum gutkun… karay Saeein
Everytime I think of you God, my heart flutters

Parhay tay kalma nabi da parhay saeein pir merya
So recite the kalma whenever I think of God

Jugni taar khaeein vich thaal
O my creation, share whatever you have

Chad duniya dey janjaal
Remove yourself from worldly concerns

Kuch nai nibna bandiya naal
There is nothing that you can get from other human beings that you can take to the after-life

Rakhi saabat sidh amaal
Just keep your actions and intentions pure

Jugni dig payee vich roi
So absorbed was the creation that she stumbled into a ditch

Othay ro ro kamli hoi
There she wailed relentlessly

Oddi vaath naye lainda koi
But there was no one who enquired about her

Tey kalmay binna nai mildi toi
Remember, there is no salvation for anyone without remembering your creator

Ho wanga charha lo kuriyon
Put on your bangles, girls

Meray daata dey darbaar diyan
Those that you get at your Master’s shrine

Ho naa kar teeya khair piyari
Daughter, don’t be proud of your youth

Maan daindiya galaryaan
Your mother scoffs and scolds you

Din din talhi juwani jaandi
That with each passing day, your youth slips by

Joon sohna puthia lariyaan
Even gold when put in the furnance moulds itself, there is absolutely no permanence

Aurat marad, shehzaday sohney
Women, men are so beautiful

O moti, O laa lariyaan
Like pearls, like gems

Sir da sarfa kar naa jairey
Those who are not self-absorbed

Peen prem pya lariyan
They are the ones who truly love the humanity

O daatay day darbaan chaa akho
Whenever you visit the darbar of any saint

Pawan khair sawa lariyan
God fulfils all your wishes and showers you with his blessings

I started off my career in advertising as a Copywriter four years back. When I first entered the field, I did not even know what the word ‘copy writing’ means. When I went for the job interview I only knew that I am entering an advertising agency. However, I had no idea what I was doing there. I got selected and was asked to join with in a week. I joined, was confused and wanted my head to be cleared about so many things regarding copy writing. Now sometimes when I go down the memory lane, I find that it is so strange to have had an empty mind. So, my today’s post is for all the people who are entering the field of copy writing.

There are two basic parts of an ad, a visual/graphical part and a textual part. The visual part includes the layout, image or any other graphical representation, while the textual part is what we all know as ‘copy’. It may include slogan, tagline, caption, sub-caption, body copy, punchline and addresses etc. Copy writing can be best described as “Storing the ocean into a tub” Following are some common tips of copy writing:

1. The caption should be catchy i.e. should act as a magnet and attract the reader towards the body text.

2. The body text should be as crisp as possible.

3. The caption should either be relevant to the image or the main theme of the ad.

4. The body text should contain all aspects of the message to be conveyed.

5. The medium of language should be what the masses (or the targeted audience) understand.

I hope these tips give you at least the skimmed idea of what actually copywriting is (and you stop confusing copy writing with copy rights)

Happy copy writing!

Jugny – the ‘female Firefly’ – an innocent observer who makes sharp, often humorous, sometimes sad but always touching observations. She is the pure spirit of a creator, a worshiper, a communicator, a daughter, a sister and a soul-mate. Jugny is my understanding of the world and my relationship with God. Jugny is in you, waiting to be discovered. Jugny is me!