Banks, insurance companies, public utilities and airlines prefer using benefit headlines to emphasize what they can do to customers. Consumer goods and technical equipment can present themselves in beautiful pictures. However, service ads are not able to present their “product” in print except language. So, they have to highlight their “product” in the headline.

Banks, insurance companies, public utilities and airlines prefer using benefit headlines to emphasize what they can do to customers. Consumer goods and technical equipment can present themselves in beautiful pictures. However, service ads are not able to present their “product” in print except language. So, they have to highlight their “product” in the headline.

Copy s fall into many categories. Some common types of copy s include straight-sell copy, institutional copy, narrative copy, dialogue/monologue copy. In a straight-sell copy, the text immediately explains or develops the headline in a straightforward attempt to sell the product. Since the product’s sales points are ticked off in order of their importance, straight-sell copy is particularly advantageous for technical products that may be difficult to use in direct-mail advertising and industr...

Copy s fall into many categories. Some common types of copy s include straight-sell copy, institutional copy, narrative copy, dialogue/monologue copy. In a straight-sell copy, the text immediately explains or develops the headline in a straightforward attempt to sell the product. Since the product’s sales points are ticked off in order of their importance, straight-sell copy is particularly advantageous for technical products that may be difficult to use in direct-mail advertising and industr...

In general, a written advertisement consists of five parts: headline, body copy, slogan, illustration and trade mark among which headline, body copy and slogan are the main parts. Headline plays a role in catching attention from readers; slogan can be used as a device to create a corporate image and a common practice to conclude advertisement. In this section we will discuss the body copy as a discourse component. The advertiser tells the complete sales story in the body copy. Set in smaller ...

In general, a written advertisement consists of five parts: headline, body copy, slogan, illustration and trade mark among which headline, body copy and slogan are the main parts. Headline plays a role in catching attention from readers; slogan can be used as a device to create a corporate image and a common practice to conclude advertisement. In this section we will discuss the body copy as a discourse component. The advertiser tells the complete sales story in the body copy. Set in smaller ...

You loved taking pictures then. You’ll love it even more now with the 2.1 megapixel C-2000 ZOOM. It’ll remind you of your favorite film camera of yesterday, but with all the advantages Olympus filmless photography offers today. Only the C-2000 ZOOM, for example, incorporates an all-glass, aspherical 3x zoom lens system featuring a large aperture f2.0 lens that’s exceptionally fast and bright. Along with automatic or manual features like aperture and shutter priority, spot metering, exposure c...

You loved taking pictures then. You’ll love it even more now with the 2.1 megapixel C-2000 ZOOM. It’ll remind you of your favorite film camera of yesterday, but with all the advantages Olympus filmless photography offers today. Only the C-2000 ZOOM, for example, incorporates an all-glass, aspherical 3x zoom lens system featuring a large aperture f2.0 lens that’s exceptionally fast and bright. Along with automatic or manual features like aperture and shutter priority, spot metering, exposure c...