ADVERTISEMENTS

Advertisements are an opportunity to communicate the benefits the British Council brings to a mass audience. The copy for advertisements should be kept short, the message made clear and the pertinent points emphasised. When writing the copy, don't forget:

be single-minded with your message - don’t try to say too much. Use short sentences and active verbs

avoid jargon

focus on facts and don’t make exaggerated claims

be aware of the British Council’s diversity policy and don’t use language that will exclude people, for example, in relation to age.

In recruitment advertising, describe jobs accurately and make the required qualifications and experience clear to help people judge realistically whether they have a chance of being shortlisted.

Note: for recruitment advertising in the UK, all advertisements must be booked through the media buyer Barkers who have layout templates and have been instructed to run the proof and editorial content through Design Department for checking. All adverts must now carry the Positive About Disabled People logo.

Example of an advert using the Promotional Toolkit

Barkers advert with Positive About Disabled People logo.