ADV 3008 Lecture 21: 21
4 Dec 2018
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Lecture 21 (chapter 11 creative execution: art and. Purposes: attract attention, engage audience, explain visual, lead into ad body, present selling idea, compelling and easy to grasp, present product news. A great headline can do a lot of heavy lifting in a print ad. The best writing doesn"t sound like a sales pitch. Promises the audience that experiencing the utility of the product or service will be rewarding. Simple statements of the product"s most important bene t: news/info. Announces news or promises information: provocation. Used to provoke the reader"s curiosity and to stimulate questions and thoughts: question. Asks a question, encouraging readers to search for the answer in the ad: command. Orders to reader to do something: subhead. Transition to body copy: body copy. Continuation of heads and subheads, smaller type, covers product features, bene ts, and utility, seldom read, focus on big idea or clear bene t, follows e ective copy writing rules .
