| A | B |
|---|
| Print Elements | Headline/Subheadline, Copy, Illustration, Signature/Logo |
| Headline | Responsible for the overall effectiveness of most advertising campaigns |
| Purposes of Headline | Attract readers' attention, select an audience, provide benefit to reader |
| Subheadline | Used to add emphasis to the headline and to explain it further |
| Headline Writing Techniques | Alliteration, Paradox, Rhyme, Pun, Play on Words |
| Alliteration | Repeating initial consonant sounds |
| Paradox | A contradiction that could be true |
| Copy | The selling message in a written advertisement. |
| Illustration | The photograph or drawing used in a print advertisement |
| Layout | A drawing of the print advertisement showing where all the elements in the ad are positioned |
| Body Copy | Describes the brand in more detail. |
