Advertising copy
The advertising text or the copy describes the linguistic content of an advertising medium in contrast to its visual design. Typical elements of this linguistic content are headlines (headlines and sublines), the running text , which is sometimes - and incorrectly - referred to as “copy” as a distinction from the headline, slogans , as well as brand names and their stereotypical supplementation with claims . Since Anglicisms are popular in the communication and advertising industry , the English terms are also used preferably or at least in parallel in the German-speaking area.