1. Parts of an AD
Headline
Copy
Illustration
Logo/signature

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

3. 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”

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

5. 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

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

7. 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)

8. 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

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

10. Illustration Techniques
Photographs
Art work
Cartoons
diagrams

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

12. 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

13. 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