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Pepsi-Cola hits the spot,
Twelve full ounces, that’s a lot,
Twice as much for a nickel, too,
Pepsi-Cola is the drink for you.
III. Advertising Elements
A complete written advertisement (newspaper, magazine) is usually composed of headline, body copy, slogan, illustrations and colors, trademark, and brand name. These elements are named as visual elements. Another kind of elements—audio elements are advertising commentary, advertising music and advertising sounds. In these elements, headline, body copy and slogan are the most important elements in an advertisement.
1. Headline
Headline is the theme and center of advertisement. It’s usually in the most conspicuous position of advertisement to attract consumers’ attention. Therefore, headline is crucial to the success of advertisement. But what kind of headline is a good headline? There are 7 principles for headline writing:
(1). Hit on what readers like, and make them feel it will benefit them.
When people are reading advertisement, they always wish to find something good to them. So to give the reader a feeling of getting benefits will have the best result in advertisement.
Every time we race, you win.
This is an advertisement for Yamaha electronic organ. It tells the consumer that every price war in the industry will benefit the consumers out of question.
(2). Try to introduce new things.
Any new product, new concept or improvement of old product will effectively attract readers’ attraction. The words “new” 无忧论文 【http://www.uklunwen.com】and “free” are the most frequently used word in advertisement.
(3). Try to include the name of trademark in the headline.
(4). Use words that could arouse readers’ interest.
(5). Keep moderate length.
A research by Institute of the Retailer Business Researching of New York shows that: headlines that have more than 10 words usually have better effect than short headlines. The most effective headlines have 6 to 12 words.
(6). Avoid to use vague words.
(7). Avoid to use privative words.
There are many ways to write a headline, and 5 types often appear in written advertisement:
(1). Straightforward headlines
This kind of headlines usually uses interrogative sentences and imperative sentences to arouse readers’ interest.
Ever wander why most guys in pants ads are standing up?
Discover the wonder of your first Dash wash!
(2). News headlines
Pursuing new things is the nature of human beings. People are always interested in finding some new products or improvement of old products. Therefore, news headlines could attract consumers’ attention better.
Introducing Renunt Freshell, The New wave in Air Fresheners.
(3). Information headlines
Example: Datsun saves about a gallon of gasoline a day.
(4). Emotional headlines
Example: Soft shoes for hard world.
(5). Curiosity headlines
Example: Saturday night On Sunday Morning.
2. Body copy
After their attention has been attracted to the advertisement by headline, the readers will move to the body copy, which is the main |
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