JOUR 001 Lecture Notes - Lecture 31: Copywriting, Verbosity, Vagueness

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The headline in an advertisement is the leading sentence or sentences, usually at the top or bottom of the ad, that attracts attention, communicates a key selling point, or achieves brand identification. A subhead consists of a few words or a short sentence and usually appears above or below the headline. It includes important brand information not included in the headline. points or brand information quickly. Serves basically the same purpose as a headline to communicate key selling. Normally smaller in print than the headline but larger than the body copy. Since it is more lengthy, can be used to communicate more complex selling. Should reinforce the headline, and entice the reader to proceed to the body. Can stimulate a more complete reading of the entire ad. If the headline attracts attention, the subhead can stimulate movement points. copy. through the physical space of the ad, including the visual.

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