British Petroleum (BP),a multinational oil corporation,is involved in drilling,processing,and creating products from oil.The company was also involved in a major oil spill in the Gulf of Mexico,after which it launched an ad campaign to extol the firm's virtues with copy such as,"We made two commitments: help the Gulf recover and become a safer company." In other words,BP used _____ copy in its print ads.
A) business
B) service
C) anecdotal
D) regulated
E) institutional

Question

Quizplus · Accepted Answer

The copy used by BP in its print ads can be classified as institutional copy, which promotes the company's image and reputation rather than a specific product or service. BP's ad campaign aimed to restore the public's trust and confidence in the company after the oil spill, and the language used in the ad reflects this institutional approach.

British Petroleum (BP),a Multinational Oil Corporation,is Involved in Drilling,processing,and Creating