Preparing Print Advertisements

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Preparing Print Advertisements

• Chapter 20

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Ch 20 Sec 1 Essential Elements of Advertising
What youll 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

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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

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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

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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
  (thanks to Copy Writer Tom Collins)
• The Reveal
• Misdirecting readers, then pulling the rug from
  under their feet.
• I never read the Economist Management Trainee
  Aged 43.
• Alliteration (repeating initial consonant sounds)
  -- Win with Wireless (Samsung)
• The Q A
• A question that is answered by the body copy.
• Ted Bundy. Jeffrey Dahmer. The Boston Strangler.
  How do you think they got their start?

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More Headline Techniques

• Paradox (a seeming contradiction that could be
  true) Its an environmental movement all by
  itself. (Honda Insight)
• The Curiosity Arouser
• A phrase that draws you into the body copy.
• We stole their land, their buffalo and their
  women. Then we went back for their shoes.
  Timberland.
• 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
• The Instruction
• A headline that tells you how to interact with
  the rest of the ad.
• To find out how quiet our new typewriter is, tap
  the keys on this page.

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More Headline Techniques

• The Double Entendre
• A line with two distinct meanings, one of which
  is relevant to the proposition.
• Ever heard people talking about their
  Volkswagens? They go on and on and on.
• The Killer Fact
• A single fact that conveys the entire meaning of
  the ad.
• Two works of man are visible from space. The
  Great Wall of China and the fires raging in the
  rainforest.
• The List of Three
• A line that groups things into three, the third
  often contrasts the first two.
• Delight Children. Impress Friends. Confuse Bumble
  Bees. Millets.

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• (And an extra one in brackets) The extra bit in
  brackets.
• An apparently straight line with a cheeky, more
  colloquial bit in brackets.
• In advertising youre allowed to exaggerate.
  (that explains the caravan) VW

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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

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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.

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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.

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Signature
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Slogan

• May support a firms 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
Check out this slogan quiz Look at the
following slogans and try to remember the product
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Slogan Quiz

• No More Tears
• Johnson's Baby Shampoo
• Nobody doesn't like ______.
• Sara Lee
• Nothin' says lovin' like somethin' from the oven.
  
• Pillsbury
• Nothing comes between me and my ______.
• Calvin Klein jeans
• Once you pop, you can't stop!
• Pringles
• M'm, M'm, Good!
• Campbell's Soup
• Plop plop, fizz fizz, oh what a relief it is!
• Alka-Seltzer

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Project Assignment Number 1

• Download document on Oxford Website
• Use magazines provided in class to respond
• You may cut ads out of the magazines
• This assignment is due at the beginning of class
  on Thursday/Friday

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Project Assignment

• I will return your promotional plans
• You will create advertisements (or enhance the
  ads already created) to support your promotional
  plan
• You need to brainstorm and develop the following
  elements
• Slogan (use techniques discussed in class)
• Headlines (use techniques discussed in class)
• Logo
• Relevant illustrations / drawings (can be pulled
  from the Internet or taken this week)
• Advertising copy
• Devise the following advertisements for your
  group or event
• Poster (image should be easily drawn or can be
  computer generated)
• 2 separate 1-page (8.5 x 11) ads
• Morning announcement ad copy that supports the
  message (with the slogan and/or headline
  included)
• Review drafts due Monday I will give feedback
• Final drafts due next Tuesday/Wednesday

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The following slides are brought to you by
Adbusters.org

• Click above to learn about Adbusters

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