The
following is the structure of advertising.
1.
Headlines
Headlines
usually have the largest font size. It is usually 5 to 8 words in length. Use simple,
easy to understand words.
The headline has several function :
-
Gives news
-
Reinforces the brand
-
Attracts attention
-
Attracts target market
-
Increases curiosity
-
Arouses emotions
-
Calls
to action.
2.
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.
3.
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 and 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
4.
Tagline
Often
this is the brand slogan that has been used for years.
5.
Logo
Brand symbol and or words.
http://www.slideshare.net/Agnibharathi/advertisement-structure