This document outlines common subjects and purposes for advertising visuals, including showing the product alone or in use, comparing products, highlighting product features, using humor, testimonials, or showing user benefits. It also discusses headline types like benefit, news, provocative, question, and command headlines. The role of headlines is to engage audiences, attract attention, direct attention, explain the visual, and present the selling message.

1. Standard subjects for
Ad visuals

2. Product alone

3. Package containing
the product

4. How to use the product

5. Product in use

6. Comparison of products

7. Product features

8. Humor

9. User Benefit

10. Negative appeal

11. Testimonial

12. Purpose of the
Visual

13. Capture attention

14. Qualify readers

15. ID the ad’s subject

16. Arouse interest

17. Create a good impression

18. Show the product

19. Emphasize product features

20. Clarify copy claims

21. Support copy claims

22. Provide campaign continuity

23. Types of Headlines

24. Benefit headlines

25. News/information headlines

26. Provocative headline

27. Question headline

28. Command headline

29. Role of headlines

30. Engage The audience

31. Attract attention

32. Direct Attention

33. Explain The visual

34. Present Selling message