The document outlines the key features of advertisements, focusing on elements such as headlines, images, copy, logos, trade names, slogans, and small print. It explains how these components work together to attract and persuade the target audience through visual appeal, emotive language, and strategic messaging. Additionally, it highlights the importance of branding and legal disclaimers in advertisements.

2. INVITATION PHASE

3. FEATURES OF
ADVERSTISEMENTS
LOGO
SMALL PRINT
SLOGAN
TRADE NAME
COPY
HEADLINE
IMAGE

4. HEADLINE
 Headline is one of the main components used
to attract the audience to the advertisement.
 Headlines are usually larger in size or may be
written in a different font.
 They may include puns, repetition or alliteration
as well as other language devices.
 Headlines may include rhetorical questions to
get the viewer thinking.
 The font design must complement the
advertisement’s image as well as the age group
the advertisement is aimed at.

5. IMAGE
 Images that are colourful and attractive are
more eye catching then dull images.
 The image should complement the headline of
an advert.
 Objects in the picture are laid out in an
attractive manner for the target market.
 Pictures often present idealised situations.
 Camera work as well as visual aspects of a
picture are chosen carefully to attract attention
and enhance the image of an advertisement.

6. COPY
 The copy is the main body of text in an advert.
 The aim is to persuade the target audience to
want the product being advertised, hence it
usually appeals to certain basic desires of the
audience.
 The copy is usually presented in an attractive
way by using emotive words and words of
positive connotation.
 Jargon is often used to impress the reader.
 A colloquial style of language is also used to
impress the reader.

7. COPY
 Repetition of the most important selling points is
often used.
 Clichés in the text and even the entire
advertisement are used frequently to elicit the
target audience’s feelings of comfort and
familiarity.
 Limited offers or other subtle approaches are
used to encourage urgent action and convincing.
 Some advertisements deliberately keep the copy
to a minimum and instead place focus on the
image/s used.

8. LOGO
 The logo is the emblem or symbol of a
company or product that is instantly
recognisable to the target audience.
 The logo is symbolic of what the company
wants to achieve or how it wants to be
perceived.

9. L G ’S

10. TRADE NAME
 Trade names are carefully chosen to suit
the general impression of the company or
product.
 Often advertising language is used.
 The trade name itself may come to
symbolise something.

11. SLOGAN
 The slogan is the short, catchy saying
that one associates with a product.
 It is often repeated in TV or radio
adverts of the product and may contain
alliteration or assonance to make it stay
on our minds.

13. SMALL PRINT
 Small print is the tiny printed disclaimer
that is sometimes printed at the bottom in
tiny font.
 Small print is included for the following
reasons:
- To prevent legal consequences for the
company.
- To add terms and conditions that apply to
the offer.
- To indicate conditional factors that
influence the advertisers claim.

14. Logo quiz

15. ACTIVITY