Body copy and illustrations

Body copy and illustrations

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Advertising (MKT 253)

Unit 5: Advertisement Construction

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

• Explain the scope and key elements of body copy and illustrations.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• The body of the copy
• Copy illustration
• Functions ofillustrations
• Essentials of good illustrations
• Techniques of illustrations

Detailed Microsyllabus

1. Body copy

   1. Develop the central benefit and supporting evidence.
   2. Organize information in a logical reading sequence.
   3. Include an appropriate response instruction.

2. Illustration functions

   1. Explain attention, explanation and product-demonstration roles.
   2. Choose illustrations that reinforce the message.
   3. Assess relevance, clarity and reproducibility.

3. Illustration techniques

   1. Compare photography, drawing and graphic treatments.
   2. Coordinate illustration and copy hierarchy.
   3. Evaluate misleading representations and improve the execution.

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Curriculum reference: Tribhuvan University, Faculty of Management, revised four-year BBS curriculum, PDF pages 106–108.

Source note: The curriculum scope above is retained from the existing TU syllabus breakdown. The numbered study subtopics are editorial elaborations for teaching and study, rather than a separately issued TU syllabus. Unit or component allocations apply at their stated level; no separate topic hours or marks are assigned here. Examples involving current laws, rates, institutional products or Nepalese status must identify the relevant period and official materials; no changing numerical or legal requirements are invented here.