Elements of Advertising Classic structure for an ad

Elements of Advertising

Classic structure for an ad.

Headline • Headline consists of the words designed to grab attention so viewers will read the rest of the ad • Headlines usually appear in large type or have some other attention getting element. • A general rule suggest that headlines have no more than seven words.

Copy • Copy is ad text that provides information and sells the product; body copy • The Copy or the “Body” should be brief and clearly give people reasons to purchase the product or service.

Copy continued… • Create Intrigue: use words to arouse interest, curiosity, and desire. Words like new, hottest, free, limited offer, sale, bonus and special offer may be intriguing to readers. • Appeal to the Senses: use descriptive words so the reader can almost see, hear, taste, feel, or smell the product. • Sound Newsworthy: Including information such as statistics, performance results, case histories comments from satisfied customers, and quotes from experts. • Use Action Words: These call to action words include save, join, get, buy, visit, call, email and register to name a few. They are joined by adverbs suggesting when or how to act, such as now, toll-free, and today.

Graphics • Graphics provide visual interest. The graphics are often the first part of the ad a reader notices. Especially when colorful or unusual. Graphics include typography, art and layout.

Signature • The signature identifies the person or company paying for the ad. Signatures usually include the company name and logo. It may also include the company slogan or tagline. It may have the location and contact information of the company.