Parts of an AD
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Headline
Copy
Illustration
Logo/signature
Headlines
• Saying that gets the readers
attention
• Functions of Headlines
– Gain attention (Prime)
– Select the right prospect
– Lure reader to the text
Types of Headlines
• Alliteration – repeating initial consonant
sounds
• Paradox- contradiction that could be true
• Rhyme
• Pun – humorous use of multiple meanings of
words
• Play on Words – “For Soft Babies and Baby
Soft Hands”
Effective Headline
• Brief (less than 7 words)
• Main idea
• Gets The Reader’s Attention
Copy
• The selling message in a written ad
• Functions
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Explain or amplify the theme (Prime)
Rouse interest
Provide believable info
Impel reader to see product
Types of Copy
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Reason-why – explain rewards
Humorous
Descriptive
Testimonial
Dialog – 2 or more people talking
Narrative – 1 person talking
Effective Copy
• Simple and direct
• Appeal to the senses
• Who, what, when, where, why, and
how
• Have a call to action (tell to do
something)
Illustration
• Photograph or drawing used in an ad
• Largest portion of the ad
• Functions
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Attract attention (Prime)
Communicate idea quickly
Interest audience
Make ad believable
Illustration Types
• Product-part, ready for use, in use,
being tested
• Features of product
• Reward
• Effect of not using product
• Testimonial
Illustration Techniques
• Photographs
• Art work
– Cartoons
– diagrams
Signature
• Identification symbol for a business
• May include:
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a logo
Name of Firm
Location
Hours of operation
Guess the Slogan
1. Diamonds are
forever
2. The pause that
refreshes
3. Good to the last
drop
4. Where’s the beef
• Coca Cola
• Wendy’s
• DeBeer’s
• Maxwell House
Guess More Slogans
1. Let your fingers
do the walking
2. Just Do It
3. We try harder
4. Breakfast of
Champions
5. We bring good
things to life
• General Electric
• Avis
• Nike
• Yellow Pages
• Wheaties