Advertising Structure

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.

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