Advertisement structure

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Advertisement structure

  1. 1.  Headline Subhead line Body Copy Tag line Logo
  2. 2.  Headlines usually have the largest font size. It is usually 5 to 8 words in length. Use simple, easy to understand words. Appeal to the self Interest of the audience.
  3. 3.  Gives news Reinforces the brand Attracts attention Attracts target market Increases curiosity Arouses emotions Calls to action
  4. 4.  This optional device often occurs right below the headline. The subhead line uses a few words that clarify, reinforces or explains the headline. The goal is to provide a smooth transition into the body copy.
  5. 5.  This is the text in the advertisement that provides support and details about the product or the current offer. Often the body copy will use present tense, singular. Use Active verbs. Vary the sentence length. Involve the audience.
  6. 6.  benefits of the product testimonial from customers expert opinion narrative about the product or a customer examples options rhetorical questions statistics about the product positioning information
  7. 7.  Often this is the brand slogan that has been used for years
  8. 8.  Brand symbol and/or words
  9. 9.  Diamonds are forever (DeBeers) Just do it (Nike) The pause that refreshes (Coca-Cola) Tastes great, less filling (Miller Lite) We try harder (Avis) Good to the last drop (Maxwell House) Breakfast of champions (Wheaties) Does she ... or doesnt she? (Clairol) When it rains it pours (Morton Salt) Wheres the beef? (Wendys)
  10. 10.  Look Ma, no cavities! (Crest toothpaste) Let your fingers do the walking (Yellow Pages) Loose lips sink ships (public service) M&Ms melt in your mouth, not in your hand (M&M candies) We bring good things to life (General Electric)

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