What is the Component or Elements of Advertising Copy?
The make-up or component parts of the copy of advertising can be viewed from two aspects:
Now, explain;
The layout is the logical arrangement of components of an advertisement in the copy and deals with the systematic presentation of the message. The pattern of layout varies according to the medium to be used.
For newspapers and magazines, the presentation of the message is visible in written words and pictures; in radio, the presentation is audible in spoken words and sound effects; and in television, both audio and visual presentations are practicable. In all cases, balance and symmetry are of prime importance in presenting the message within the allotted space or time.
Visual layout in any publication can be divided into the following three parts:
Use of Headlines:
Headlines are used in bold letters for drawing attention of the consuming public. The size and length of the headline must be appropriate to the general format and page size of the publication; it must also be in keeping with the theme of advertising and with the entire make-up of the copy.
Usually, short headlines are given stressing some facts, suggestions, prepositions or convictions. In magazines and trade journals, color printing is adopted for headlines to make than more prominent and conspicuous in character.
What type of Illustrations?
Illustrations are given by way of pictures, symbols or photographs for drawing attention, creating interest as well as for arousing desire. Significant illustrations may be worth a thousand words in securing public reception for the product.
But limits of decency must not be exceeded in presenting pictures or photographs which should always be in good taste. Obscene and objectionable pictures do more harm than good to the cause of advertisement.
Type of Texts:
Texts provide the heart of the message of advertisements, and they are to be woven around an advertising theme. For an individual copy, one theme is desirable; a multiplicity of themes creates confusion and weakens the strength of appeal. For presenting the text, different practices are followed in the business world.
In some cases, the text is prefaced by a statement of the problem to the reader and followed by a solution thereof. In other cases, reading materials are presented in an analytical manner with pertinent facts and data. Furthermore, the text may be presented by the use of a typeface in one copy or of hard lettering in another copy.
A theme represents a particular viewpoint or a central idea with which the message is conveyed to the consuming public. The theme involves a rational appeal based upon human emotions, desires or sentiments. Such well-thought-out and specific appeals became effective in arousing desire and in initiating action on the part of consumers.
The following are the common themes used in advertising:
Beauty themes:
The sales appeal for cosmetics, perfumeries, and toilet products are usually based upon the theme of beauty. Accordingly, the message of the advertisement contains expressions like “For romantic or charming appearance, use product A”, “Product B ensures alluring or exquisite complexion”, or “Care your hair with product C for the glossy glimpse and luxuriant growth.”
Pride themes:
The sales message in the case of jewelry, radios, costly clothes, motor cars, and others is laid upon the theme of pride since the acquisition of such products is deemed as proud possessions on the part of buyers. For example, “Prestige car means A”, “Radio B adds decency to any home”, “Discerning people prefer fabric C”, or “X’s Jewellery adorns fashionable ladies.”
Health themes:
Food products and drugs are advertised through reliance upon the theme of health. To take some examples, “Product A supplies boundless energy and vigor”, “Health brings happiness—and the key to health is held by product B”, “Product C keeps you free from disease”, or “Eminent physicians prescribe D for cold and cough.”
Comfort themes:
Products which aid in giving comfort to the people at work or at home are advertised through the theme of comfort. Electrical fans, air-conditioning plants, refrigerators, and the likes belong to the group of products meant for providing comfort.
The economy themes:
This is a common appeal used in many cases for making bargaining purchase, for saving money or far protecting costly things from decay and destruction.
Fear themes:
The theme of fear is utilized by insurance companies and safety-vault operators in expanding the demand for their services. Possible dangers and their consequences are presented in the copy of advertising for initiating action on the part of their customers.
Emulation themes:
The desire for imitation is strongly implanted in human nature. By giving illustrations and factual information as to what some distinguished persons do, the message of the advertisement may call for imitation on the part of others. To take one case, “The successful men all over the globe use Blade A.”
Distinction themes:
The desire for individual recognition, distinct social status, and superior community standing is inherent in human beings. As an outward mark of that distinction, selected products of very expensive nature are acquired by a class of people who may be high-borns or aristocrats.
Affection themes:
Baby foods, toys, and other playthings are advertised on the basis of this theme. By directing appeal towards parental love, the copy of advertising becomes effective in securing action on the part of buyers.
Patriotism themes:
The appeal for products of national origin is sometimes based upon national sentiments. For the prosperity of a nation and its citizens, the theme of patriotism makes out a case for using national products in preference to goods of foreign origin.
- Advertising layout, and.
- Advertising theme.
Now, explain;
#Advertising Layout:
The layout is the logical arrangement of components of an advertisement in the copy and deals with the systematic presentation of the message. The pattern of layout varies according to the medium to be used.
For newspapers and magazines, the presentation of the message is visible in written words and pictures; in radio, the presentation is audible in spoken words and sound effects; and in television, both audio and visual presentations are practicable. In all cases, balance and symmetry are of prime importance in presenting the message within the allotted space or time.
Visual layout in any publication can be divided into the following three parts:
Use of Headlines:
Headlines are used in bold letters for drawing attention of the consuming public. The size and length of the headline must be appropriate to the general format and page size of the publication; it must also be in keeping with the theme of advertising and with the entire make-up of the copy.
Usually, short headlines are given stressing some facts, suggestions, prepositions or convictions. In magazines and trade journals, color printing is adopted for headlines to make than more prominent and conspicuous in character.
What type of Illustrations?
Illustrations are given by way of pictures, symbols or photographs for drawing attention, creating interest as well as for arousing desire. Significant illustrations may be worth a thousand words in securing public reception for the product.
But limits of decency must not be exceeded in presenting pictures or photographs which should always be in good taste. Obscene and objectionable pictures do more harm than good to the cause of advertisement.
Type of Texts:
Texts provide the heart of the message of advertisements, and they are to be woven around an advertising theme. For an individual copy, one theme is desirable; a multiplicity of themes creates confusion and weakens the strength of appeal. For presenting the text, different practices are followed in the business world.
In some cases, the text is prefaced by a statement of the problem to the reader and followed by a solution thereof. In other cases, reading materials are presented in an analytical manner with pertinent facts and data. Furthermore, the text may be presented by the use of a typeface in one copy or of hard lettering in another copy.
#Advertising Theme:
A theme represents a particular viewpoint or a central idea with which the message is conveyed to the consuming public. The theme involves a rational appeal based upon human emotions, desires or sentiments. Such well-thought-out and specific appeals became effective in arousing desire and in initiating action on the part of consumers.
The following are the common themes used in advertising:
Beauty themes:
The sales appeal for cosmetics, perfumeries, and toilet products are usually based upon the theme of beauty. Accordingly, the message of the advertisement contains expressions like “For romantic or charming appearance, use product A”, “Product B ensures alluring or exquisite complexion”, or “Care your hair with product C for the glossy glimpse and luxuriant growth.”
Pride themes:
The sales message in the case of jewelry, radios, costly clothes, motor cars, and others is laid upon the theme of pride since the acquisition of such products is deemed as proud possessions on the part of buyers. For example, “Prestige car means A”, “Radio B adds decency to any home”, “Discerning people prefer fabric C”, or “X’s Jewellery adorns fashionable ladies.”
Health themes:
Food products and drugs are advertised through reliance upon the theme of health. To take some examples, “Product A supplies boundless energy and vigor”, “Health brings happiness—and the key to health is held by product B”, “Product C keeps you free from disease”, or “Eminent physicians prescribe D for cold and cough.”
Comfort themes:
Products which aid in giving comfort to the people at work or at home are advertised through the theme of comfort. Electrical fans, air-conditioning plants, refrigerators, and the likes belong to the group of products meant for providing comfort.
The economy themes:
This is a common appeal used in many cases for making bargaining purchase, for saving money or far protecting costly things from decay and destruction.
Fear themes:
The theme of fear is utilized by insurance companies and safety-vault operators in expanding the demand for their services. Possible dangers and their consequences are presented in the copy of advertising for initiating action on the part of their customers.
Emulation themes:
The desire for imitation is strongly implanted in human nature. By giving illustrations and factual information as to what some distinguished persons do, the message of the advertisement may call for imitation on the part of others. To take one case, “The successful men all over the globe use Blade A.”
Distinction themes:
The desire for individual recognition, distinct social status, and superior community standing is inherent in human beings. As an outward mark of that distinction, selected products of very expensive nature are acquired by a class of people who may be high-borns or aristocrats.
Affection themes:
Baby foods, toys, and other playthings are advertised on the basis of this theme. By directing appeal towards parental love, the copy of advertising becomes effective in securing action on the part of buyers.
Patriotism themes:
The appeal for products of national origin is sometimes based upon national sentiments. For the prosperity of a nation and its citizens, the theme of patriotism makes out a case for using national products in preference to goods of foreign origin.
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