Parts of an Advertisement
The three main things that give an ad impact are the headline, the photograph or illustration and the body copy. In both the headline and the body copy the language used will be very important.
Headline
The headline is crucial in any ad. On average 4 out of 5 readers do not read past the headline. A successful headline will:
If an ad is aimed at a specific group, such as headache sufferers, the group might be mentioned in the headline. It needs to capture the audience's attention. The headline and photograph should complement each other.
- Promise a benefit
- Break some news, or
- Offer some helpful information
If an ad is aimed at a specific group, such as headache sufferers, the group might be mentioned in the headline. It needs to capture the audience's attention. The headline and photograph should complement each other.
Activity
Look at the following ad and answer the questions.
a) What is it that attracts your attention first in this ad?
b) How effective is the headline in this ad? Why?
c) Comment on the relationship you see between the headline and the photo.
a) What is it that attracts your attention first in this ad?
b) How effective is the headline in this ad? Why?
c) Comment on the relationship you see between the headline and the photo.
Picture/Photo
The photo or illustration that goes with an ad is another vital part of the overall impact. Many ads have been successful simply because they attracted attention as a result of a striking photo. If something interesting is happening in the ad, we want to know more.
In some cases, before and after photos can be effective in achieving impact. Obviously, a famous person using the product can often enhance its impact.
In some cases, before and after photos can be effective in achieving impact. Obviously, a famous person using the product can often enhance its impact.
Activity
a) What contributes most to the impact of before and after photos?
b) What are the specific contrasts you can see between the two images?
c) How effective do you think this ad is for people wanting to lose weight? Why?
b) What are the specific contrasts you can see between the two images?
c) How effective do you think this ad is for people wanting to lose weight? Why?
Body Copy
Clearly the language used in any advertisement will be chosen to sell the product or service. It aims to convince a reader that he or she cannot live without that product.
Language often included is:
‘Attractive’ words- ‘new’, ‘now’, ‘unique’, ‘bargain’, ‘smoother’.
Repetitions- Key words such as the brand name are often repeated
Read the body copy below and answer the following questions;
At the very pinnacle of a totally new class of racquet, is the Black Opal. A racquet designed and built by Oliver for those at the peak of their playing performance or those who have the necessary ambition to do better. The Black Opal is ultra-light- from 310 grams. Built from a composition of Kevlar, Whisker and Graphite for super strength and resilience this racquet delivers maximum shot velocity and chalk line control. Unearth your own Black Opal from leading sports stores and you’ll have a better grip on your game.
Language often included is:
‘Attractive’ words- ‘new’, ‘now’, ‘unique’, ‘bargain’, ‘smoother’.
Repetitions- Key words such as the brand name are often repeated
Read the body copy below and answer the following questions;
At the very pinnacle of a totally new class of racquet, is the Black Opal. A racquet designed and built by Oliver for those at the peak of their playing performance or those who have the necessary ambition to do better. The Black Opal is ultra-light- from 310 grams. Built from a composition of Kevlar, Whisker and Graphite for super strength and resilience this racquet delivers maximum shot velocity and chalk line control. Unearth your own Black Opal from leading sports stores and you’ll have a better grip on your game.
- Identify three words in the body copy that suggest that this racquet is the best available.
- What connections between a real black opal and this Black Opal racquet? Is the comparison a good one? Why?
- What distinctive features of the racquet does this body copy suggest?
- What action is the reader encouraged to take?
- How effective do you find this ad? Why?