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Italian to English translations [PRO] Art/Literary - Advertising / Public Relations / Copyrwriting
Italian term or phrase:incipit
Does anyone know how to translate this Latin word when used (in Italian) in the context of copywriting and advertising? I know it means something like "opening statement" and I am planning to use this expression if necessary, but I guess there is likely to be a precise corresponding concept in the world of English language advertising.
Explanation: [PPT] Selling an Idea or a Product
Formato file: Microsoft Powerpoint 97 - Versione HTML
... Find the right tone. Building blocks for marketing documents. Hook – headline,
**opening statement**, title. ... Closure – call to action. Copywriting and headlines. ... www.stc-israel.org.il/Chapter/convention-2003/ presentation-chani.ppt
Thanks for all your input here. Although many people have confirmed that incipit is used in English, the context seems to be primarily that of mediaeval manuscripts which is far removed from the world of modern day advertising. The matter is not conclusive, but in the end I went with "opening statement" in line with Science451 and endorers.
Derek 4 KudoZ points were awarded for this answer