Advertisement It is a form of communication intended To promote the sale of a product or service To influence public

1. Advertisement It is a form of communication intended To promote the sale of a product or service To influence public opinion To advance particular cause To gain political support To elicit some other response To enlighten the public about the new product and service

2. The characteristics of an advertisement • Catching attention • Stimulating interest • Arousing Desire • Supplying convincing details • Motivation action

3. Media commonly used for advertising • Newspaper • Magazine • Radio • Television • Bill boards/hoardings • Direct Mail • e-mail/internet • Cell phone

4. Choosing the medium depends upon the following; • To whom is the advertisement being addressed? • What are the contents of the message? • How much money is available for the purpose?

5. Newspaper • Leading & popular medium • Reaches millions of people • Low cost budget • Read by people of different sections of society • Only once read • Advertisements rely on language mainly • Classified ads • General display ads 

6. Classified Ads • Small • One column wide • Single type face • No logos • No white space • Typography is uniform • Contain no illustrations

7. General display ads • Colourful • Cause Visual impact • Varied type face • Attractive layout

8. Lexical • Rhetorical • Coinage of new words- chocolacious, • Alliteration- fancy fabric • Use of vocabulary in unusual context- beautiful skin is the one that you wear for ever • Pun – I’m a khaitan fan • Parallelism- neighbours envy owners pride light as mist soft as skin • Slogans-India’s best biscuits • Disjunctive grammar- For the new dew look- ponds • Rhyme-

9. Head line writing • Headline /Catchy captions make Advertisements effective • A dramatic caption arrests the attention of the reader • A headline can do more than simply grab attention. • A great headline can also communicate a full message to its intended audience, and it absolutely must lure the reader into your body text.

10. Draw attention by • Creating curiosity • Promising answers to a question or solutions to a problem • Including a key benefit

11. Direct Headlines • Direct Headlines go straight to the heart of the matter, without any attempt at cleverness. • example • Pure Silk Sarees – upto30 % Off as a headline that states the selling proposition directly.

12. Indirect Headline An Indirect Headline takes a more subtle approach. It uses curiosity to raise a question in the reader’s mind, which the body copy answers. Often a double meaning is utilized. • SIMPLY HEAVEN It is an advertisement used by Uttarkhand Government to promote tourism in the state by arousing an interest to look for attractive visuals of scenic beauty

13. News Headline • A News Headline is pretty self-explanatory, as long as the news itself is actually, well… news. A product announcement, an improved version, or even a content scoop can be the basis of a compelling news headline. • Introducing Capsules to make the Stout Slim and Svelte

14. Question Headline • A Question Headline must do more than simply ask a question, it must be a question that the reader can empathize with or would like to see answered. • Eg: An ad. for a Luxury Hotel • What else do I want than this ?

15. Command Headline • The Command Headline boldly tells the prospect what he needs to do • Put a Tiger in Your Tank campaign • the first word should be a strong verb demanding action, such as Subscribe to the Newspaper Today!

16. Reason Why Headline • Another effective technique is called the Reason Why Headline. Your body text consists of a numbered list of product features or tips and you can have the topic as • 7 Steps to Build Your Personality

17. Testimonial Headline • Testimonial Headline is highly effective because it presents outside proof that offers great value to your product. Using the exact words used within quotation marks let the reader know that they are reading a testimonial. • Eg. • “I Read “The Hindu” First Thing Each Morning,” admits Superstar

18. Keep it short • What is the ideal length for titles and headlines? Seven words or less is a good rule of thumb. Shorter headlines are punchier and easier to read. If you need more words to accomplish the job, consider putting them into the subhead or deck. • Write in Present Tense • Even if most news stories are written in the past tense, headlines should almost always use present tense.

19. Be Accurate • A headline should atract readers but it shouldn't exaggerate or distort what the product is about. Always say the truth. • Use Active Voice (SVO) • Start with your subject, write in the active voice, and your headline will convey more information using fewer words.

20. Avoid Bad Breaks • A bad break is when one line splits a prepositional phrase, an adjective and noun, an adverb and verb or a proper name. • Example: • Obama hosts White House dinner • Obviously, "White House" should not be split from the first line to the second. Here's a better way to do it: • Obama hosts dinner at the White House