Headlines

Subject : Advertising Name : Yosefina Christianto Class : 11-1A NIM : 2007110675 Topic : Headlines and Body Copy

Definition of Headlines

1. Sentence, phrase, word, or group of words set in large, bold type on a newspaper front page or above a body of text on any page of a newspaper or magazine, or in a printed advertisement (or featured as part of a broadcast commercial).

In print advertising, the headline is considered to be the most important element, because it invites the reader into the advertisement. Therefore, it must arouse interest and curiosity about the advertised product or service.

2. The phrase that draws a reader into the advertisement. [usage] Strong copywriting leads to attention-grabbing headlines.
3. The part of the written component of print advertising that is meant to help attract the reader's attention to the ad.

Examples of Headlines

1. “You're in good hands with Allstate.” - Allstate Insurance Co.
2. “Grace... Space... Pace.” – Jaguar
3. “Betcha can't eat just one.” – Lay’s
4. “It's everywhere you want to be.” – Visa
5. “Breakfast of champions.” – Wheaties

Body Copies

I. DRAFT COPY

Client : Jaguar

(Headline)

GRACE…SPACE…PACE.

(Illustration - a dark room with only a Jaguar on the spotlight)

(Body Copy)

Jaguar is an achievement – The dream car that held prestige and grace – for those who are classy and elegant. It’s graceful, luxurious car with a machine as fast as a jaguar.

(Body Copy)

Drift with grace – enjoy the comfortable space – and show your pace!

(Body Copy)

Tasteful interior and very high quality body work – an art with speed.

(Flash)

$ 55,835

An art with speed!

(Sub-heading)

For a graceful test-drive at your local showroom, complete and return the attached coupon to Jaguar, PO BOX 17, OC, CA 18381.

(Coupon)

Please send me a color brochure of Jaguar. I am over 18 years old and would like a test drive.

Name :…………….

Address :…………….

Code :…………….

Tel.No :…………….

JZ/10/08

(Logo)

Jaguar

(Strapline)

For the class, art and style

ENDS

II. DRAFT COPY

Client : Lay’s

(Headline)

BETCHA CAN’T EAT JUST ONE

(Illustration – a beautiful girl sitting on a bench surrounded by Lay’s)

(Body Copy)

A snack you can’t live without – once you taste it you will ask for more, and more..-

Fabulous taste on one bite.

(Body Copy)

With variety of the taste – one would never be enough.

(Flash)

$ 1.⁹⁹

⁽Strapline)

Take one bite and prove it!

III. DRAFT COPY

Client : Wheaties

(Headline)

BREAKFAST FOR CHAMPIONS

(Illustration – an Olympiad runner on the verge of the finish line while eating Wheaties)

(Body Copy)

Great taste with all the nutrition your body needed - only 2 minutes to prepare – Definitely understand your body!

( Flash)

$ 2.⁵⁰

Health on a cheap price!

Examples of TV Commercial Script

DRAFT SCRIPT

Client : Adidas

(Frame 1/ Opening Sequence – soccer players staring on the score and time board disappointedly)

(EFX – Audience SCREAMING)

MVO (panted) : Oh NO! 30 seconds left! Hurry guys!

(Frame 2 – a player run to the goal while driving the ball)

(Frame 3 – the score board shows 0-0, the time board shows 5 seconds left)

MVO (shouts) : GOAAAAAAAAAAAAAAAAAAAAAALLLL!!!

(EFX – Audiences are clapping and shouting)

(Frame 4 – Black Screen)

(Text Flying – IMPOSSIBLE IS NOTHING, with the Adidas logo)