Parts of an AD Headline Copy Illustration Logo/signature

Headlines Saying that gets the readers attention Functions of Headlines Gain attention (Prime) Select the right prospect Lure reader to the text

Types of Headlines Alliteration – repeating initial consonant sounds Paradox- contradiction that could be true Rhyme Pun – humorous use of multiple meanings of words Play on Words – “For Soft Babies and Baby Soft Hands”

Effective Headline Brief (less than 7 words) Main idea Gets The Reader’s Attention

Copy The selling message in a written ad Functions Explain or amplify the theme (Prime) Rouse interest Provide believable info Impel reader to see product

Types of Copy Reason-why – explain rewards Humorous Descriptive Testimonial Dialog – 2 or more people talking Narrative – 1 person talking

Effective Copy Simple and direct Appeal to the senses Who, what, when, where, why, and how Have a call to action (tell to do something)

Illustration Photograph or drawing used in an ad Largest portion of the ad Functions Attract attention (Prime) Communicate idea quickly Interest audience Make ad believable

Illustration Types Product-part, ready for use, in use, being tested Features of product Reward Effect of not using product Testimonial

Illustration Techniques Photographs Art work Cartoons diagrams

Signature Identification symbol for a business May include: a logo Name of Firm Location Hours of operation

Guess the Slogan Diamonds are forever The pause that refreshes Good to the last drop Where’s the beef Coca Cola Wendy’s DeBeer’s Maxwell House

Guess More Slogans Let your fingers do the walking Just Do It We try harder Breakfast of Champions We bring good things to life General Electric Avis Nike Yellow Pages Wheaties