Embed Doc
Copy Link
Readcast
Collections

CommentGo Back

Download

HEADLINES

Many periodical advertisements have at thehead of the copy a line of display type is called theheadline .This line is bold type is often the mostconspicuous part of the advertisement and is therefore thething the thing that naturally catches the reader's eye in ahasty glance at the page. One or two subheads in smaller type are also often used in the body of the advertisements.Other layouts give prominence to pictures and useheadlines in less conspicuous type to tie the illustrations tothe text. The headline is usually the most important part of the advertisement, and the power of the advertisementoften depends upon how successful the advertiser is inproducing a headline that will appeal to the public.Frequently a change in the headline, without any other change in copy, will produce a successful advertisementout of one that was firmly unsuccessful.

Functions of healines1-To attract attention

- The all important means of attracting attention is contrast. Even apart fromadvertising. it is contrast in our everyday life that attractsour attention. When we walk through the street and see aperson of unusual height or dress. Our attention isattracted by the contrast between that person and theother person seen. Many of the means of attractingattention are based on this principle of contrast. Headlinesare probably the most important and most usedmerchandise means of attracting attention. The attentionvalue depends on the contrast in the size of the type used.If a whole advertisement were set in display type, thepower of attracting attention would be diminished. An

advertisement may carry one headline with perhaps oneor two subsidiary headlines but beyond this point there isdanger of the advertisement losing attention value. Aminor headline at the optical center (just oboe the exactcenter), and a minor headline often the value of businessconcern, at the bottom make a strong and attractivelayout.

2-To arouse interest-

The purpose of advertising which isto sell goods or sevices,is not accomplished unless thereader is carried beyond the point of attention. Interestmust be aroused and sustained until desire can bedeveloped. The headline should make the reader anxiousto read the advertisement so as to find out more about theproduct advertised.Care must always be exercised so thatthe proper balance is maintained between attention andinterest in order to strengthen the attention value of anadvertisement. But it must always be remembered that theattention that is obtained must be of such nature that it canbe converted into interest. The means used to gainattention and interest must also be selected so as toattract the class of people who will be natural buyers of thecommodity advertised.Sentional, irelevat and deceitful,humorous,or clever headlines usually do not attractattention of a kind that can easily be developed intointerest.When dramatization is used in anadvertisement the headline set the stage for dramaticaction to connect a picture with text.

3-The make the advertisement more attractive andresonable-

Solid copy is liable to appear uninteresting

and forbidding. Paragraph divisions are not sufficienthowever, to make the copy attractive. Subheads breakethe monotony of the composition and make the wholelayout seem more inviting. They may frequently givesuggestions as to the essential points covered in the textand thus help the reader to choose those parts in whichwe will be interested.

CHARACTERISTICS OF EFFECTIVE HEADLINES

1-The headline should be effective.2-It should be short, clear and original.3-Easy to comprehend.4-It should be specific rather than general.5-It should be full of interest.6-It should be full of suggestion.7-It should be set in very good type.MODERN HEADLINES

An examination of a newspaper of 50years ago will reveal the fact that the headlines are usedmuch more commonly at presen.It will also show that theheadlines used then were set in much smaller type thanthose with which we are at present familiar. The use of suggestive and news item headline is comprehensivelyrecent development. Such headlines are used veryfrequently now by best advertisers.BLINDHEADLINES

Formerly the blind headline wasused rather extensively, but it has generally fallen intodisuse among the best advertising writers of today.Theblind headline is one that,on account of the irrelevant