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THE BASICS OF A PRINT AD
There are several key elements in a print advertisement. They are headline, text, artwork, and layout.
Headline. Advertising expert John Caples says, "The headline is the most important element in most ads - and the best headlines appeal to the reader's self-interest or give news".
Headlines should be specific about a benefit, or they can be teasers that arouse interest. Here is a headline about a specific program: "The Phoenix Mutual Insurance Retirement Income Plan". Caples thought this was all right, but he created a headline that sold much more successfully: "To Men Who Want to Quit Work Some Day". This was accompanied with an illustration of a smiling senior citizen fishing in a mountain stream.
Text. The headline is followed by what is known as text or body copy. This is the words that persuade the reader to do something. In general, copy should be limited to only one or two major points. Sentences should be short and punchy. A declarative sentence is much better than one that includes a dependent or an independent clause.
The copy should invoke emotion, provide information of value to the reader, and suggest a way that the reader can act on the information. You might include a toll-free telephone number, an address to write for more information, or a suggestion that people visit a local dealer.
Artwork. An ad can consist of just a headline and copy, but ads usually have a strong graphic element. This may be a striking photo, a line drawing, or a computer-generated design. Artwork attracts the reader to the ad and breaks up large blocks of type.
Layout. The headline, copy, and graphic elements need to be integrated into an attractive, easy-to-read advertisement. A layout can be a mock-up of the planned ad, or it can be a detailed comprehensive that includes the actual type and artwork that will be used.
Vocabulary:
artwork ,
layout
appeal to ,
self-interest
benefit ,
teaser , ( , , , )
arouse interest
phoenix - () ,
mutual -
retirement - ,
quit -,
stream -
body copy
persuade ,
punchy - ,
declarative
dependent
independent ,
clause
involve
provide ,
value -
suggest -
toll-free ( )
|
|
|
dealer - ,
striking ,
line drawing -
computer-generated design
block of type
break up ( )
integrate into -
easy-to-read ,
mock-up - -
comprehensive - ( )
actual - ,
Answer the following questions to the text:
1.What are the key elements in a print advertisement?
2.What kind of headlines are considered to be the best?
3.What should the copy be limited to?
4.What should the copy be aimed at?
5.What graphic elements should be included in an ad?
Agree or disagree with the following:
1. Sentences should be short and punchy. A declarative sentence is much
better than one that includes a dependent or an independent clause.
2. The headline is the most important element in most ads.
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