Parts of an AD

1
Parts of an AD

• Headline
• Copy
• Illustration
• Logo/signature

2
Headlines

• Saying that gets the readers attention
• Functions of Headlines
• Gain attention (Prime)
• Select the right prospect
• Lure reader to the text

3
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

4
Effective Headline

• Brief (less than 7 words)
• Main idea
• Gets The Readers Attention

5
Copy

• The selling message in a written ad
• Functions
• Explain or amplify the theme (Prime)
• Rouse interest
• Provide believable info
• Impel reader to see product

6
Types of Copy

• Reason-why explain rewards
• Humorous
• Descriptive
• Testimonial
• Dialog 2 or more people talking
• Narrative 1 person talking

7
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)

8
Illustration

• Photograph or drawing used in an ad
• Largest portion of the ad
• Functions
• Attract attention (Prime)
• Communicate idea quickly
• Interest audience
• Make ad believable

9
Illustration Types

• Product-part, ready for use, in use, being tested
• Features of product
• Reward
• Effect of not using product
• Testimonial

10
Illustration Techniques

• Photographs
• Art work
• Cartoons
• diagrams

11
Signature

• Identification symbol for a business
• May include
• a logo
• Name of Firm
• Location
• Hours of operation

12
Guess the Slogan

1. Diamonds are forever
2. The pause that refreshes
3. Good to the last drop
4. Wheres the beef

• Coca Cola
• Wendys
• DeBeers
• Maxwell House

13
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