Chap 5b Working with Print Ads (e) 6 Features of good ad: (4) Illustration…
Chap 5b Working with Print Ads
Work best in contrast or juxtaposition with the image.
Job for copywriter, director.
Draws impression , captures attention, intrigue the viewer.
6 Functions :
3) Should be graphically balanced with other ad components. (Rules of thirds= 1/3 illustration, 1/3 copy, 1/3 headline)
4) Communicate a benefit.
2) 5-15 words = reasonable
5) Reinforce brand name / make emotional connection.
1) Capture attention of target audiences.
6) Enhance a visual.
An optional elaboration of the headline, designed to explain while further drawing the reader into the ad.
c) Body copy
Should contain description of the offer (size, color, materials, cost) benefit of offer and proof of the claims.
Should lead the reader to action.
Sells by stressing the benefits (vs merely the features) of the product.
d) 5 body copy writing style:
3) Keep all paragraphs as short as possible.
4) Use bold subheads and numbered/ bulleted lists to break up the sea of type.
2) Short copy generally works best unless its high involvement product.
5) Vary sentence length.
1) Use active voice, talk to your audience.
e) 6 Features of good ad:
4) Illustration is appropriate to product and mood.
3) Headline gets reader into copy.
5) Balanced layout.
2) Easy to read.
6) Informs reader of the action to take.
1) Appearance of good taste.
f) Other print media:
An advertising placed in / on modes of public transportation / in public transportation areas.
Ads can be placed anywhere on public transport.
POP (point -of -purchase)
Advertising built around impulse purchasing, utilizes display designed to catch a shopper's eye.