What is the Background of Making an Advertisement ?
In Print advertising, the key format elements are the headlines, the visuals, subheads, body copy, slogans, seals, logotypes (logos), and signature.
Copywriters can correlate the headline, visual, and subhead to the attention step of the creative pyramid. The interest step typically corresponds to the sub- headline and the first paragraph of body copy. Body copy handles credibility and desire, and the action step takes place with to logo, slogan, and signature block.
Effective headlines attract attention, engage the audience, explain the visual, lead the audience into the body of the ad, and present the selling message. The headline is the most important thing as advertiser says to the prospect. It explains or gives s greater meaning to the visual and then immediately dictates the advertiser’s position in that person’s mind, whether or not the prospect chooses to read on.
Ideally, headlines present the complete selling idea. Working off the visual, the headline creates the mood and tells the reader to take action (through implication) and triggers a recognition response, which reinforces brand recognition and brand preference. Also, the headline should present product news. Consumers look for new products, new uses for old products, or improvements on old products. If they haven’t been overused in a category,
‘Power’ words that imply newness can increase readership and should be employed whenever honestly applicable. Examples include free, now, amazing, suddenly, announcing, introducing, its here, improved, at last, revolutionary, just arrived, and important development.
The subheads, an additional smaller headline, may appear above the headline or below it. A subhead above the headline, called a kicker (or over line) is often underlined. Subheads may also appear in body copy.
Subheads are usually set smaller than the headline but larger than the body copy or text. Subheads generally appear in boldface (heavier) type or a different color. Like a headline, the subhead transmits key sales points fast. But it usually carries less important information than the headline. Subheads are important for two reasons: Most individuals read only the headline and subheads, and subheads usually support the interest step best. Subheads are longer and more like sentences. They serve as stepping-stones from the headline to the body copy, telegraphing what’s to come.
The advertiser tells the complete sales story in the body copy or text. The body copy comprises the interest, credibility, desire, and often even the action steps. It is a logical continuation of the headline and subheads, set in smaller type. Body copy covers the features, benefits, and utility of the product or service.
The body copy is typically read by only one out of ten readers, so the writer must speak to the reader’s self –interest, explaining how the product or service satisfies the customer’s need. The best ads focus on one big idea or one clear benefit. Copywriters often read their copy aloud to hear how it sounds, even if it’s intended for print media. The ear is a powerful copywriting tool.
Many slogans (also called theme lines or taglines) begin as successful headlines. Through continuous use, they become standard statements, not just in advertising but also for salespeople and company employees.
Slogans have two basic purposes: to provide continuity to a series of ads in a campaign and to reduce an advertising message strategy to a brief, repeatable, and memorable positioning statement. DeBeers’ ads, for example, still use the famous slogan “Diamonds are forever”.
Seals, Logos, and Signatures
A seal is awarded only when a product meets standards established by a particular organization. Since these organizations are recognized authorities, their seals provide an independent, valued endorsement for the advertiser’s product.
Logotypes and signatures cut (sign cuts) are special designs of the advertiser’s company or product name. They appear in all company ads and, like trademarks, give the product individuality and provide quick recognition at that point of purchase.Tagged with: advertisement headlines • advertisement purpose • advertising background • background of advertisment • creative advertisement • importance of advertisment • print advertising • visuals advertisement