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Print Copy Elements

A print advertisement consists of three main components - a headline, copy, and signature. The headline should grab attention with 5-15 words promoting benefits. The copy describes the offer through highlighting features, benefits, and facts to persuade readers. An effective advertisement also includes a signature with contact information. Additional elements like illustrations, subheadings, and disclosures can further engage readers.

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228 views

Print Copy Elements

A print advertisement consists of three main components - a headline, copy, and signature. The headline should grab attention with 5-15 words promoting benefits. The copy describes the offer through highlighting features, benefits, and facts to persuade readers. An effective advertisement also includes a signature with contact information. Additional elements like illustrations, subheadings, and disclosures can further engage readers.

Uploaded by

vajoansa
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Elements of Print Copy/Print advertisement

A print advertisement consists of three main components including a headline, copy and
signature. Additional elements commonly found in a print ad are subheadings, disclosures and
illustrations. Let’s take a closer look at each component:
Headline A headline is the most important element of a print advertisement. If it fails to grab the
reader’s attention then the entire ad will likely go unnoticed. Headlines should contain 5 to 15
words which promote consumer benefits. Additionally, they may be presented as a statement,
question, warning or as a news alert.
Subheading The subheading is an answer or support to the question or curiosity that the main
headline evokes and is designed to further draw the reader into the ad. It can act as a break
between the headline and the body copy and makes it easier for the reader to skim the ad for
pertinent information.
Body Copy The body copy contains the description of the offer by highlighting the product
features, key benefits and supporting facts. The copy should persuade the reader to take action
and make a purchase. Keep paragraphs as short as possible using no more than four to six lines
of type.1
 The use of subheads and numbered or bulleted lists can break up a sea of type,
highlighting a number of ideas quickly. However, overuse of this technique will reduce
contrast and balance therefore losing its effectiveness.
 In the body copy talk to your audience and not at them as if you are addressing only one
person instead of a mass of people. Use the words “you” and “your” while avoiding the
words “we,” “they” and unclear generalities.
 When writing copy remember to keep messages positive and avoid negative connotations
or comments about competitors.
 Grammar and spelling are important. Run the spelling and grammar check functions on
your software. It is also advisable to have several other people read over your materials
to find mistakes that might have been missed.
Signature An effective advertisement should always include a signature. The signature is where
the business name, logo and contact information such as an address, phone number and web site
address are located in the ad. Placement of the signature is most often located in the lower right
hand corner of the advertisement.
Disclosures, Terms or Conditions When advertising includes special stipulations to the sale all
disclosures, terms or conditions should be included in your ad. This is often referred to as the
fine print located at the bottom of an advertisement. Additional offerings such as warranties,
options, incentives, expiration dates or financing terms should be included in this section.
Illustrations Though visual elements are not required, incorporating one will help draw attention
to your ad. Research indicates that 70% of readers only look at the visual in an ad, whereas
only 30% will read the headline. Therefore incorporating one into your design will help expose
your ad to twice as many viewers.
There are various types of visual elements used in advertisements such as photographs, hand-
drawn illustrations and graphic designed imagery. An ad may have a single visual element that is
strong enough to stand on its’ own or a variety of pictures to help convey a message.
Furthermore some advertisements may not contain any large visuals elements, but use smaller
less distinctive elements such as decorative borders, bullets or shapes.
When possible, visual elements should show action or a product in use rather than static. This
design strategy is even more effective when the action features people or other living things.
Additionally, using captions along with photos help promote the overall message of the
advertisement.

Copy Elements
The copy or text must communicate in clear, concise and focused language. Start with a headline
that grabs the reader's attention, sparks interest in your product and conveys your message
briefly. Potential customers have only seconds to read your billboard.

Graphic Elements
Photography, illustration and logo symbols like Nike's swoosh raise interest in any ad. Integrate
these graphic elements with your headline and copy for maximum effect. The value of using
models appeals target audience to create an immediate connection between the product/service
and the potential customer. Inconsistency between your headline and your illustration will
confuse the viewer and reduce the ad's impact.

Color vs. B&W


Color printing costs more than black and white. Full-color printing uses four inks and four runs
through the press for each page. Two-color printing is a cheaper color option, appropriate for
some applications.

Layout
The layout is the way all the elements are put together to create the final ad. The layout needs a
focal point --- usually the picture or headline --- for readers' eyes to land on, then the white
space, graphic and text elements should lead them through the copy to the company signature.

Size and Shape


Newspaper and magazine placement fees are based on ad size. The exact dimensions may vary
by publication, but are priced as fractions of a page. Special locations, like the back cover, cost
more. Use appropriate size and shape, linked to purpose and corporate image, for non-
publication print advertising.

Paper and Ink


For print ads other than in magazines or newspapers, choose paper with a composition, weight
and finish that contributes positively to your advertising image. Traditional inks contain volatile
organic compounds; consider using soy-based inks if they will give the best results.

Placement
Where the print advertising is placed affects its success. An auto parts dealer will get more
response running his ad in an automotive magazine or classified section than in a fashion
magazine. Direct mail solicitations generate leads more effectively than magazine ads do.

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