The document discusses the key elements of an advertisement including the headline, subhead, body copy, tagline, and logo. It provides details on each element's purpose and recommendations for writing style. The headline should be 5-8 words and use simple language to attract attention. The subhead clarifies and reinforces the headline. The body copy provides supporting details about the product using active verbs and varying sentence lengths. The tagline is typically a familiar brand slogan, while the logo contains the brand symbol and/or name.

2.  Headline
 Subhead line
 Body Copy
 Tag line
 Logo

3.  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.

5.  Gives news
 Reinforces the brand
 Attracts attention
 Attracts target market
 Increases curiosity
 Arouses emotions
 Calls to action

6.  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.

8.  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.

10.  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

11.  Often this is the brand slogan that has been
used for years

12.  Brand symbol and/or words

13.  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 doesn't she? (Clairol)
 When it rains it pours (Morton Salt)
 Where's the beef? (Wendy's)

14.  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)