Make up 10 questions to the text and ask your fellow student to give answers to them

Text 12

THE BASICS OF A PRINT AD

There are several key elements in a print advertisement. They are headline, text, artwork, and layout.

Headline.Advertising expert John Caples says, "The headline is the most important element in most ads - and the best headlines appeal to the reader's self-interest or give news".

Headlines should be specific about a benefit, or they can be teasers that arouse interest. Here is a headline about a specific program: "The Phoenix Mutual Insurance Retirement Income Plan". Caples thought this was all right, but he created a headline that sold much more successfully: "To Men Who Want to Quit Work Some Day". This was accompanied with an illustration of a smiling senior citizen fishing in a mountain stream.

Text. The headline is followed by what is known as text or body copy. This is the words that persuade the reader to do something. In general, copy should be limited to only one or two major points. Sentences should be short and punchy. A declarative sentence is much better than one that includes a dependent or an independent clause.

The copy should invoke emotion, provide information of value to the reader, and suggest a way that the reader can act on the information. You might include a toll-free telephone number, an address to write for more information, or a suggestion that people visit a local dealer.

Artwork.An ad can consist of just a headline and copy, but ads usually have a strong graphic element. This may be a striking photo, a line drawing, or a computer-generated design. Artwork attracts the reader to the ad and breaks up large blocks of type.

Layout.The headline, copy, and graphic elements need to be integrated into an attractive, easy-to-read advertisement. A layout can be a mock-up of the planned ad, or it can be a detailed comprehensive that includes the actual type and artwork that will be used.

Vocabulary:

artwork – художественное оформление, рисунок

layout – макет объявления печатной рекламы

appeal to – обращаться к, привлекать

self-interest – личная заинтересованность

benefit – польза, выгода

teaser – рекламное объявление, головоломка «дразнилка» (дразнящее рекламное объявление или заголовок, не сообщающее всей необходимой информации, но содержащее указание на то, что отсутствующие сведения будут даны в последующих публикациях или на последующих щитах)

arouse interest – вызывать интерес

phoenix - (миф) Феникс, чудо

mutual - взаимный

retirement - отставка, выход на пенсию

quit – бросать что-то, уходить

stream - ручей

body copy – основной текст

persuade – уговорить, убедить

punchy - эффективный, энергичный

declarative – повествовательное предложение

dependent – подчинительное предложение

independent – самостоятельный, независимый