SEM1 3.03 A - Promotion PE – Understand the use of an advertisement’s components to communicate with targeted audiences PI - Explain Components of Advertising

Elements of Advertisements Terms, Purpose & Approach Headline – Most important element of an ad Purpose: get attention, select an audience, and deliver a complete message Approach: announce new or improved, solve a problem, make a claim or promise a benefit Illustration – Image within an advertisement Purpose: convey a message, educate, attract attention – this is often noticed first by readers Approach: appeal to reader even if unrelated or focus on product’s features, use or benefits Identification – Identify a product, advertiser or business Purpose: to identify the advertisers name, symbol or logo & buying information (website, phone #, tag line, etc.) Approach: used to encourage action by including contact & buying information; credit cards accepted, hours, etc.

Headline Examples "Are you guilty of these 7 common dating Sins?" (Creates Curiosity) "How to get your cooking bragged about“ (Curiosity) Quick Relief for Tired Eyes“ (Precise Solution) How to save over 15% on auto insurance before Nov 20th“ (Incentive to Act)

Identify the advertising elements we just talked about: Headline Illustration Identification

Identify the advertising elements we just talked about: Headline Illustration Identification

Elements of Advertisements Terms, Purpose & Approach Copy – Text of an advertisement that delivers the sales message Purpose: Catch and hold attention, encourage action, point out product features or uses (feature/benefit) Approach: a single or combination of elements may be used to create desire and action of readers (claims, endorsement, etc.) Layout – The arrangement of the design, size, color scheme, graphics, illustration, and text placement in an ad Purpose: Organize information in an effective & logical order – direct the readers eye through the ad Approach: The headline depends on the layout to deliver the message, (new product: the copy should have the same theme) White space – the blank space between the elements Purpose: balances design and helps rest your eyes Approach: depends what your intended message is

Copy Techniques Intimidate Qualification Needed Guarantees Repetition limited quantities are available Qualification Needed Only a select few will qualify Guarantees Money back guarantee if your not satisfied Repetition “Relieve back pain forever” and then later say “Eliminate back pain permanently”

Layout Examples

Using Illustrations to Focus Attention When watches are at 10:10, it looks the cleanest and most symmetrical, shows the brand name, or logo, which is usually just below the center of the face. Plus there is a natural line of symmetry which is aesthetically pleasing for the buyer, the clock appears to be smiling, and the ‘V’ shape stands for victory.

Activity Choose an advertisement for a sport/event product, and identify each of its elements and the way that each of the elements has been used to achieve the objectives of the advertisement. Examine the effectiveness of the advertisement’s elements. Be ready to present your findings & support your opinion.

Dissecting an Advertisement http://ezinearticles.com/?Creating-the-Perfect-Advertising-Headline&id=544676 http://www.bhatnaturally.com/advertising/making-headlines-19-print-ads-with-attention-grabbing-copy/ How to write good headlines/copy – create 1