Elements Of Advertising Copy: The advertising copy contain following components; background, border caption, coupon, heading, illustrations, name plate, space etc. The components of advertising copy are defined in brief.
The background for the advertisements should be somewhat catchy and colourful. The arrangement of background differs from medium to medium and advertisement to advertisement.
In short, background should be suitable for the contents of the advertisement.
It is defined as the frame of the advertisement. Border is employed to impart the reading atmosphere. The border may be light or heavy, obvious, plain or fanciful. The border may also contain a Logo.
It refers to the subtitle. But in most of the advertisement it is converted into heading or sub-heading.
Coupon is that part of the advertisement which is intended for the conveniences of the prospective customer in communicating with the advertiser. The coupon must contain the name and full postal address of the firm followed by the offer. The offer should be brief and clear.
Advertisement decoration is the ornament of the advertisement. This is done to emphasis the advertisement message.
The heading or headline is defined as the title of the advertisement. The words in the heading should be short.
Illustrations are the part of layout that pictures the basic theme of the advertisement. It has the power to capture the attention of the reader. The advertisements become richer by the use of illustrations.
It is known as the trade character or trade figure. It is an illustration of either a real or an imaginary figure or personality given in the advertisement.
9. Name Plate (logo):
The name plate or name block is the signature of the advertiser It represents the personality of the company and its product.
It is another part of layout. The price of the product should be featured clearly. The price is usually taken in the concluding lines of the copy.
It refers to the representation of the product offered for sale. A very popular practice is to show the product in use with illustrations.
12. Slogan (punchline):
Slogan is a sales argument. The arrangement of slogan in the layout
is determined by the importance of its relation to the adverting message.
Space refers to the entire space left in the space hired by the advertiser. This depends on the design of the copy.
It is a secondary heading. It Is given to support the heading or to pick out the various selling points given in the text.
Text or body of the advertisement refers to the general reading matter. it is the subject matter of the copy. It should be neither too wide nor too narrow.
16. Trade mark:
It is a word or design by which a product is defined. if the trade marks are registered, it can be included in the layout.