Lesson on advertisement

FEATURES OF
ADVERSTISEMENTS
LOGO
SMALL PRINT
SLOGAN
TRADE NAME
COPY
HEADLINE
IMAGE

HEADLINE
 Headline is one of the main components used
to attract the audience to the advertisement.
 Headlines are usually larger in size or may be
written in a different font.
 They may include puns, repetition or alliteration
as well as other language devices.
 Headlines may include rhetorical questions to
get the viewer thinking.
 The font design must complement the
advertisement’s image as well as the age group
the advertisement is aimed at.

IMAGE
 Images that are colourful and attractive are
more eye catching then dull images.
 The image should complement the headline of
an advert.
 Objects in the picture are laid out in an
attractive manner for the target market.
 Pictures often present idealised situations.
 Camera work as well as visual aspects of a
picture are chosen carefully to attract attention
and enhance the image of an advertisement.

COPY
 The copy is the main body of text in an advert.
 The aim is to persuade the target audience to
want the product being advertised, hence it
usually appeals to certain basic desires of the
audience.
 The copy is usually presented in an attractive
way by using emotive words and words of
positive connotation.
 Jargon is often used to impress the reader.
 A colloquial style of language is also used to
impress the reader.

COPY
 Repetition of the most important selling points is
often used.
 Clichés in the text and even the entire
advertisement are used frequently to elicit the
target audience’s feelings of comfort and
familiarity.
 Limited offers or other subtle approaches are
used to encourage urgent action and convincing.
 Some advertisements deliberately keep the copy
to a minimum and instead place focus on the
image/s used.

LOGO
 The logo is the emblem or symbol of a
company or product that is instantly
recognisable to the target audience.
 The logo is symbolic of what the company
wants to achieve or how it wants to be
perceived.

TRADE NAME
 Trade names are carefully chosen to suit
the general impression of the company or
product.
 Often advertising language is used.
 The trade name itself may come to
symbolise something.

SLOGAN
 The slogan is the short, catchy saying
that one associates with a product.
 It is often repeated in TV or radio
adverts of the product and may contain
alliteration or assonance to make it stay
on our minds.

SMALL PRINT
 Small print is the tiny printed disclaimer
that is sometimes printed at the bottom in
tiny font.
 Small print is included for the following
reasons:
- To prevent legal consequences for the
company.
- To add terms and conditions that apply to
the offer.
- To indicate conditional factors that
influence the advertisers claim.

Lesson on advertisement

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