TECHNICAL TERMS IN

ADVERTISING OR
“ADVERTISING LANGUAGE”
• HEADLINES
• SUBHEADS
• STORYLINE
• COPY
• LAYOUT
• COPYWRITER
• ILLUSTRATION
• VISUAL LANGUAGE
HEADLINE
• ONE OF THE MOST IMPORTANT ASPECTS OF ANY
ADVERTISING CAMPAIGN

• A GREAT HEADLINE CAN TURN A PROSPECTIVE CUSTOMER

INTO A SALE – FOR LIFE.
 WHAT IS A HEADLINE?
• GRABS THE ATTENTION OF THE CUSTOMERS MUCH
LIKE A NEWSPAPER’S HEADLINE

• DESIGNED TO BE THE FIRST COPY THE POTENTIAL

CUSTOMER READS
 WHAT IS A HEADLINE?
• BOLD TEXT, LARGE FONT SIZE, AND VARIOUS
COLORS

• MUST BE WELL-WRITTEN IN ORDER TO BE EFFECTIVE

AND DRAW THE READER INTO THE AD.
TWO KINDS OF HEADLINE
HOW TO WRITE GREAT HEADLINES?

1. GREAT CREATIVE BRIEF

- ONCE YOU HAVE A GREAT CREATIVE BRIEF, LEARN
ANYTHING ABOUT THE PRODUCT OR SERVICE YOU ARE
ADVERTISING.
HOW TO WRITE GREAT HEADLINES?

2. LOOK AT WHERE THE AD WILL GO

- WILL IT BE IN A BILLBOARD? A MAGAZINE?

HOW TO WRITE GREAT HEADLINES?
3. START WRITING
- WRITE PRODUCT BENEFIT
- WRITE EXPERIENCES
- WRITE OUT REACTIONS TO THE PRODUCT
- WRITE WORDS THAT WILL CONNECT THE CONSUMER
TO THE ESSENCE OF THE PRODUCT/ SERVICE
HOW TO WRITE GREAT HEADLINES?
4. LOOK BACK AT YOUR IDEAS
- WORDS WILL JUMP OUT, PHRASES WILL POP
- SUDDENLY, TWO SEEMINGLY UNRELATED
THOUGHTS COMBINE TO BECOME A SMART,
COMPELLING HEADLINE.
SUBHEADS
• A HEADLINE OF ITS OWN, ON A SMALLER
SCALE

• A SECOND STEP IN A CONVERSATION

A HEADLINE IS MEANT TO GRAB
YOUR ATTENTION, A SUBHEAD
IS THERE TO KEEP IT, AND GET
YOU TO READ ON.
 • SUBHEAD IS OPTIONAL

• YOUR SUBHEAD WILL ELABORATE ON YOUR

HEADLINE TO PULL THE READER INTO THE AD EVEN
MORE

• YOUR HEADLINE HOOKS THE READERS WHILE YOUR

SUBHEAD REELS THEM IN.