Elements of an Advertising Copy

1. Powerful headline

The headline of an advertising copy is said to be the most important element. The headline of an advertisement will normally present a selling idea or will lead people to read of the advertisement.

2. Sub-head

Sometimes important facts may have to be conveyed to the reader and it may require more space than what should be ideally used for the headline. In order to give prominence to such formation it can be put in smaller type than the headline, known as a subhead.

3. Body Copy

The body copy refers to the text in the advertisement which contains details regarding the functions of the product/service and its benefits. The body copy can be short or long depending on how much information the company is willing to tell the reader.

4. Captions

Captions are the small units of type used with illustrations, coupons and special offers. These are generally less important than the main selling points of the advertisement in the body copy and are usually set in type sizes smaller than the text.

5. Blurb

A blurb or a balloon is a display arrangement where the words appear to be coming from the mouth of one of the characters illustrated in the advertisement.

6. Boxes and Panels

Boxes or panels are, in fact, captions placed in special display positions so as to get greater attention. A box is a caption that has been lined on all sides and singled out from the rest of the copy. Boxes and panels are generally used in advertisements containing features such as coupons, special offers and consumer contests.

7. Slogans, Logo Types and Signatures

A slogan may refer, for instance, to the age of the advertiser’s firm, meant for inclusion in every advertisement. A symbol of the company name, seal or trademark is called logotype and is a typical feature of most advertisements. It is also referred to as signature, indicating identification of the company or the brand, address, phone numbers, websites etc.

8. Strap line

A ‘strap line’ or ‘tag line’ usually appears underneath the logo. The strap line summarizes the product’s benefits in a memorable way. Strap lines often make good headlines because they summarize a major benefit in a pithy way.

9. Extras

Some print ads may have additional special elements such as an attached business reply envelope, tear-out portion with a coupon, tip sheet, product sample.

10. Logo

A logo is a graphic mark or emblem commonly used by commercial enterprises; organizations etc. to aid and promote instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization. Examples of well-known logotypes are the striped IBM design and Coca-Cola written in flowing red script. It is also referred to as trademark or brand.

11. Illustration

An illustration is visualization such as a drawing, painting, photograph or other work of art that is created to elucidate or decorate textual information by providing a visual representation.

12. Jingle

A jingle is a memorable short tune with a lyric broadcast used in radio and television commercials, which are usually intended to convey an advertising slogan. They are also used for radio station, television channel and program identification purposes. The main role of an advertising slogan or radio jingle is to create an identity for the brand.