Preparing Print Advertisements

1. Preparing Print Advertisements Chapter 20

2. Ch 20 Sec 1 Essential Elements of Advertising What you’ll learn . . . • The creation of advertising headlines • The preparation of advertising copy • The selection of advertising illustrations • The significance of advertising signatures

3. 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

4. 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

7. 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?

8. More Headline Techniques • Paradox (a seeming contradiction that could be true) – It’s 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.

9. 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.

10. (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 you’re allowed to exaggerate. (that explains the caravan) VW

13. 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

15. 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.

17. 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.

19. Signature

20. 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 Check out this slogan quiz – Look at the following slogans and try to remember the product

21. 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

22. Project Assignment Today/Monday • 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 end of class Thursday – I will give feedback • Final drafts due next Monday, March 14th