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Preparing Print Advertisements Chapter 20 Ch 20 Sec 1 Essential Elements of Advertising What you’ll learn . . . • • • • • How ad campaigns are developed The creation of advertising headlines The preparation of advertising copy The selection of advertising illustrations The significance of advertising signatures The Advertising Agency • Advertising agencies work jointly with business clients to develop advertising campaigns. • An advertising campaign involves the creation and coordination of a series of advertisements (both This building on Main Street, designed by Frank broadcast and print) around a particular theme Gehry, is the headquarters of Chiat / Day / Mojo, an advertising agency. Its entrance is flanked by a Claes Oldenburg / Coosje van Bruggen binocular sculpture. Developing Print Advertisements • Print ads are very important to most campaigns. • They usually contain four key elements – Headline – Copy – Illustrations – Signature • Each element enhances the overall theme of a product promotion Headline • The headline is the saying that gets the readers’ attention, arouses their interest by providing a benefit, and leads them to read the rest of the ad. • More than 80% of the people who look at a print ad just read the headlines. • A headline provides a benefit to the reader Writing Effective Headlines • Most are brief – many people cannot take in more than seven words at a time. • Every headline should have a single focus or main idea. • Techniques you can use when writing headlines: – Alliteration (repeating initial consonant sounds) -- Win with Wireless (Samsung) – Paradox (a seeming contradiction that could be true) – It’s an environmental movement all by itself. (Honda Insight) – Rhyme – Bounty. The Quicker Picker-Upper – Pun ( a humorous use of a word that suggests two or more of its meanings or the meaning of another work similar in sound -Beauty and the Beef (Ball Park Franks) – Play on Words – For Soft Babies and Baby Soft Hands Copy • The copy is the selling message in a written advertisement. • It expands on the information in the headline or the product shown in the illustration. • It should be simple and direct • It should appeal to the senses • Tell the who, what, when, why, where, and how of your product • Key words used in copy, such as compare, introducing, now, price, save, easy, and new, establish immediate contact with the reader. • It should provide a call to action to shoppers Illustration • The photograph or drawing used in a print advertisement. • Its primary function is to attract attention • It should transmit a total message that would be hard to communicate just with words. • Illustrations may show the product, how the product works, and its features. Signature • No advertisement is complete without naming its sponsor. • The signature, or logotype (logo), is the distinctive identification symbol for a business. • Well-designed signatures get instant recognition for a business. Signature Slogan • May support a firm’s signature • A slogan is often added to the four main elements of a print ad • Is a catch phrase or small group of words that are combined tin a special way to identify a product or company The Breakfast of Champions The following slides are brought to you by Adbusters.org