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HEADLINE

HEADLINE. Four parts of a print ad. Headline. Headline – lettering, slogan, or saying that gets the reader’s attention, arouses their interest, and leads them to read the rest of the ad. 7 words or less May use Sub-headline. Headline. Before writing a headline, a copywriter must know

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HEADLINE

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  1. HEADLINE Four parts of a print ad

  2. Headline • Headline – lettering, slogan, or saying that gets the reader’s attention, arouses their interest, and leads them to read the rest of the ad. • 7 words or less • May use Sub-headline

  3. Headline • Before writing a headline, a copywriter must know • the needs of the target market, including matters • Concerning: • Price and delivery • Performance and reliability • Service and quality

  4. Headline

  5. HEADLINE TECHNIQUES • Alliteration – repeating consonant sound • Ruffles have ridges • You'll never put a better bit of butter on your knife.Country Life Butter • The daily diary of the American dream.Wall Street Journal • Functional... Fashionable... Formidable... Fila • Don't dream it. Drive it.Jaguar – Advertising Slogan

  6. HEADLINE TECHNIQUES • Paradox – A seeming contradiction that could be true (figures of speech) • Fills you up without weighing you down • Everything is easier on a Mac - Apple Computer • Less Filling, Tastes Great • How to Feel Fit at Any Age

  7. HEADLINE TECHNIQUES • Rhyme • Nothin' says lovin' like something from the oven. – Pillsbury • No battery is stronger longer. - Duracell Batteries • Once you pop, you can't stop! • Plop plop, fizz fizz, oh what a relief it is! • Hot Eats, Cool treats

  8. HEADLINE TECHNIQUES • Pun – humorous use of a word that suggests two or more of its meaning. • Alarmed? You Should Be

  9. HEADLINE TECHNIQUES • Play on Words • Every litter bit hurts • The Citi never sleeps

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