1 / 20

Explain Elements of Advertising

Explain Elements of Advertising. Unit 3 Objective 3.03. WHY ADVERTISE?. Advertisements all aim to: Attract attention Arouse interest Create desire Stimulate action. 6 Elements of Ads: Headline Illustration Identification Copy Layout White Space. 6 Elements of Advertisements.

gudrun
Download Presentation

Explain Elements of Advertising

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Explain Elements of Advertising Unit 3 Objective 3.03

  2. WHY ADVERTISE? Advertisements all aim to: • Attract attention • Arouse interest • Create desire • Stimulate action 6 Elements of Ads: • Headline • Illustration • Identification • Copy • Layout • White Space

  3. 6 Elements of Advertisements 1) HEADLINE: Most important element-usually only part people read • Purpose: Get attention, reach target audience, large text size • Approach: Announce new product, solve a problem, make a claim, promise a benefit, create curiosity • Example: "Are you guilty of these 7 common dating Sins?" (Creates Curiosity) 2) ILLUSTRATION: Image in an ad. Noticed first • Purpose: Convey a message, educate, attract attention • Approach: Appeal to reader (“bling”, cute pets), focus on product’s features, benefits or use 3) IDENTIFICATION: Identify the product/business being advertised • Purpose: Identify business/product name, logo & contact information • Approach: Used to encourage action: • Contact & buying information, Hours of operation, “Credit Cards Accepted”

  4. Headline Examples "Are you guilty of these 7 common dating Sins?" (Creates Curiosity) "How to get your cooking bragged about“ (Curiosity) Quick Relief for Tired Eyes“ (Precise Solution) How to save over 15% on auto insurance before Nov 20th“ (Incentive to Act)

  5. Using Illustrations to Focus Attention

  6. Identify the advertising elements we just talked about: • Headline • Illustration • Identification

  7. Identify the advertising elements we just talked about: • Headline • Illustration • Identification

  8. Advertisement Elements Assignment Part 1 • Find 5 advertisements of your choosing. • List the following elements in the ad. • Headline • Illustration • Identification • For each of the elements-explain how it has been used to achieve the objectives of the advertisement • Was the ad effective? Why or why not? • Put in PowerPoint and submit to Edmodo by end of class.

  9. Copy and it’s Techniques 4) COPY: Text of an ad. Sales message. • Purpose: Keep your attention, point-out product features and benefits • Approach: ENCOURAGE ACTION, Intimidate, Guarantees, Repetition • Techniques: • Intimidate • limited quantities are available • Qualification Needed • Only a select few will qualify • Guarantees • Money back guarantee if your not satisfied • Repetition • “Relieve back pain forever” and then later say “Eliminate back pain permanently”

  10. LAYOUT and WHITE SPACE 5) LAYOUT: Visual Format the elements are arranged in • Purpose: Organize elements to direct the reader’s eye through the ad • Approach: Elements must relate & make sense 6) WHITE SPACE: Blank Space between the elements

  11. Layout Examples

  12. COORDINATING ALL ELEMENTS Headline, Illustration, Copy and Identification MUST be COORDINATED to create best impact Example: Headline identifies a problem- the copy should then show how the product will solve the problem

  13. Advertisement Elements Assignment Part 2 • Review the advertisements on the next 6 slides. • List the following elements in each ad. • Headline • Illustration • Copy • Identification • How was the layout and white space utilized to make the ad effective? • For each of the elements-explain how it has been used to achieve the objectives of the advertisement • Was the ad effective? Why or why not? • Put in PowerPoint and submit to Edmodo by the end of class.

  14. Dissecting an Advertisement http://ezinearticles.com/?Creating-the-Perfect-Advertising-Headline&id=544676 http://www.bhatnaturally.com/advertising/making-headlines-19-print-ads-with-attention-grabbing-copy/ How to write good headlines/copy – create 1

More Related