Advertising. Chapter 11

1. Slogans/Taglines:

Awarded only when a product meets standards established by a particular organization, such as Good Housekeeping Institute.

Also known as themes or tag lines. Begin successful headlines.

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Advertising. Chapter 11

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2. Logotypes:

Awarded only when a product meets standards established by a particular organization, such as Good Housekeeping Institute.

Special designs of the advertiser's company or product name. The appear in company ads, and like trademarks give a product... Special designs of the advertiser's company or product name. The appear in company ads, and like trademarks give a product individuality and provides quick recognition at the point of purchase.

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3. Headlines:

Contains the largest type on the page-the words that will be read first and are situated to draw the most... Contains the largest type on the page-the words that will be read first and are situated to draw the most attention.

The overall orderly arrangement of all the format elements of an ad. (Visual, headline, subheads, body copy, slogan, seal, logo... The overall orderly arrangement of all the format elements of an ad. (Visual, headline, subheads, body copy, slogan, seal, logo and signature. It helps both the agency and the client develop the look and feel of the ad.

Captures the readers attention, Clarify claims made by the copy, Identifies the subject of the ad, shows the product actually... Captures the readers attention, Clarify claims made by the copy, Identifies the subject of the ad, shows the product actually being used, helps convince the reader of the truth of copy claims

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4. Layout:

How the art director and graphic artist choose and structure the artistic element of an ad. The designer sets the... How the art director and graphic artist choose and structure the artistic element of an ad. The designer sets the style-the manner in which a thought or image is expressed.