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s, body copy is omitted just because readers know what they are. 4.2 Differences in Body Copy s Copy s fall into many categories. Some common types of copy s include straight-sell copy, institutional copy, narrative copy, dialogue/monologue copy. In a straight-sell copy, the text immediately explains or develops the headline in a straightforward attempt to sell the product. Since the product’s sales points are ticked off in order of their importance, straight-sell copy is particularly advantageous for technical products that may be difficult to use in direct-mail advertising and industrial situations. Many camera ads, for example, use this straight, factual copy to get the message across. The straight-sell approach emphasizes the reason why the consumer should buy something. For example: Pick up right where you left off with the new C-2000 ZOOM filmless digital camera. You loved taking pictures then. You’ll love it even more now with the 2.1 megapixel C-2000 ZOOM. It’ll remind you of your favorite film camera of yesterday, but with all the advantages Olympus filmless photography offers today. Only the C-2000 ZOOM, for example, incorporates an all-glass, aspherical 3x zoom lens system featuring a large aperture f2.0 lens that’s exceptionally fast and bright. Along with automatic or manual features like aperture and shutter priority, spot metering, exposure compensation, white balance and ISO settings. And just like your film camera, the C-2000 ZOOM grows with you when you add external flash, lighting equipment, lenses or filter. So bring back old memories while creating new ones with the C-2000 ZOOM from Olympus--THE WORLD LEADER IN FILM AND FILMLESS PHOTOGRAPHY. Sometimes the advertiser uses the institutional copy to sell an idea or the merits of the organization or service rather than sales features of a particular product. Often institutional copy is also narrative in because it lends warmth to the organization. Service ads, such as ads of banks, insurance companies, public utilities, and large manufacturing concerns are the most common users of the institutional copy Advertisers use the narrative copy to tell a story. It often sets up a problem and then creates a solution using the particular sales features of the product or service. It may then suggest that the audiences use the same solution if they have that problem. Service advertisements are often written in this . For instance: LIFE INSURANCE ISN’T FOR THE PEOPLE WHO DIE. IT’S FOR THE PEOPLE WHO LIVE. “It broke my heart to hear my daughter Dorsey say she wished her daddy was still here. But thanks to his foresight, we’ll still have the things he worked for” Dorsey Hoskins’ father Bryan felt a tingling in his arm. The diagnosis—an inoperable brain tumor. He died six months later, at 33, leaving his wife Dean alone to raise Dorsey and her sister Hattie. Fortunately, Bryan bought life insurance when he got married, and again when his daughters were born. Dean invested the proceeds in her own clothing store, which gives her the flexibility to spend more time with her children. Are you prepared? Without insurance, your financial plan may be just a savings and investment program that dies when you do. An insurance agent or other financial professional can help you create a plan that will continue to provide for the ones you love. By using a dialogue/monologue copy, the advertiser can add the be