body copy
Main written content
Body copy is the main text of an advertisement, article, or document—the paragraphs that do the heavy lifting after the headline grabs attention.
In advertising and design, it's distinguished from headlines, captions, and other display type: The body copy explains the product's features while the headline makes the promise.
The term emphasizes that this is the substance readers engage with, not just decorative or navigational text.
- textWritten or printed words
- paragraphDistinct section of text
- lead paragraphOpening section of article
- contentWhat something contains
- proseUnversified language
long form · typography · layout · readability · column · font · article · manuscript · editorial · print · print ad · legibility · copywriting · serif · sans serif · kerning · page layout · block