Main copy block of an advertisement as distinguished from headings, subheadings, coupons, logo, captions of illustrations, and the like. The body copy tells the sales story and is usually written as a personal one-on-one conversation. It explains how the product will satisfy the customer’s need and appeals to the reader’s self-interest. The length of copy will depend on the copywriter’s technique, the product being sold, and the sales idea being presented. In some cases it will be a simple sentence; in others, a long paragraph.

Synonyms: body text