Copyline

The British Cable Authority, for its part, in its special Code of Practice on Programme Sponsorship, issued on an experimental basis in 1985, permits the use of a short advertising copyline in addition to acknowledgement of the sponsor.

The ad featured a reclining model wearing only underwear and the copyline, 'Last year we ran an ad for Swedish lingerie. 78 women complained. No men.'

In principle, the copyline (the descriptive tagline for the film) that is evolved for the campaign should work as a cohesive unit with the art.