1. ADVERTISING
70 Explain advertising
71 explain the advantages and disadvantages of the forms of advertising
72 Describe the elements of advertising

2. TV Ad Elements
 No more than 1 minute
Attention grabbing - Grab attention within 1st 3
seconds
1 theme - 1 idea or message to get across – don’t
confuse viewer with several goals
Product Visibility - Involve consumer with
product, have product clearly visible throughout
Closing Key Point - Show product benefit at climax
of add (height of tension/excitement)
Creative - Don’t just copy what competitors do

3. Print Ad Guidelines
 Print, direct mail, emails, banner ads, pop up ads, etc.
Headline - major persuasive component, usually large text at top
Headline Tips:
1. big lettering
2.should deliver benefit or identify product
3.entice reader – gives you a reason to continue reading
(5 times as many people read headline than any other part of the
ad)
4.no more than 8 words
5. use simple, common, familiar words
Subheading
 Organizes body copy or clarifies headline

4. Text Tips for Print Ads
Copy - Text of an ad that delivers the message
Copy Tips:
1. font says something – different font give
different messages
2. use no more than 2 fonts (otherwise it is too
busy)
3. avoid using all caps (the impression is screaming)
4. avoid reverse types in most situations (toys
reverse R us
5.keep phrases together on one line
6.use present tense

5. Visual Aspects of Ads
Illustration - A photo, drawing, painting, graphic, chart
or graph – AS IMPORTANT AS HEADLINE
Layout - The way in which the elements of an ad are
arranged
Weight - Visual dominance of the ad
Image dominant - Use for emotional products (ex.
Food, clothing)
Type dominant - Use for rational products (ex. Financial
services, insurance, computers)
Visual Flow - Z pattern – a reader’s natural tendency to
read from left to right, top to bottom, left to right

6. Semiotic Analysis
The study of a sign ( remember DaVinci Code –
Tom Hank’s character)
 Object - Product or institution
 Symbol - Picture or graphic
 Meaning - what the symbol represents