Basic Advertising Copy Structure
Headline- Headlines usually have the largest font size. It is usually
5 to 8 words in length. Use simple, easy to understand words. Appeal to the self
interest of the audience.
The headline has several functions:
- gives news
- reinforces the brand
- attracts attention
- attracts a target market
- increases curiosity
- arouses emotions
- calls to action
Subhead line- This optional device often occurs right below the headline.
The subhead line uses a few words that clarify, reinforces or explains the
headline. The goal is to provide a smooth transition into the body copy.
Body Copy- This is the text in the advertisement that provides support
and details about the product or the current offer. Often the body copy will use
present tense, singular. Use Active verbs. Vary the sentence length. Involve the
audience.
Many types of body copy are possible:
- benefits of the product
- testimonial from customers
- expert opinion
- narrative about the product or a customer
- examples
- options
- rhetorical questions
- statistics about the product
- positioning information
Tagline -Often this is the brand slogan that has been used for
years
Logo- Brand symbol and/or words
URL of website
Advertising Age's TOP 10 SLOGANS OF THE CENTURY
1. Diamonds are forever (DeBeers)
2. Just do it (Nike)
3. The pause that refreshes (Coca-Cola)
4. Tastes great, less filling (Miller Lite)
5. We try harder (Avis)
6. Good to the last drop (Maxwell House)
7. Breakfast of champions (Wheaties)
8. Does she ... or doesn't she? (Clairol)
9. When it rains it pours (Morton Salt)
10. Where's the beef? (Wendy's)
HONORABLE MENTIONS:
" Look Ma, no cavities! (Crest toothpaste)
" Let your fingers do the walking (Yellow Pages)
" Loose lips sink ships (public service)
" M&Ms melt in your mouth, not in your hand (M&M candies)
" We bring good things to life (General Electric)
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