Showmanship in Advertising (1949)

Page scan 00058 from Showmanship in Advertising

Record Details:

Title:
Showmanship in Advertising
Date:
1949
Volume:
Showmanship in Advertising (1949)
Leaf #:
00058
Language:
English
Subjects:
Motion Pictures, Film Industry",Advertisin
Contributor:
Media History Digital Library, Greig Dymond in memory of David Dymond, Paul Moore and Jessica Whitehead
Coordinator:
Media History Digital Library
Date Added:
June 26, 2025
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CHAPTER HEADLINES ARE SALESLINES ARKER for your advertisement—that’s your headline, your salesline! And if the headline or catchline is an efficient barker with a good, glamorous /ize, it will arrest the reader’s rambling progress through the newspaper’s pages. It will stop him and lure him into the text of the advertisement. Headlines have a loud and persuasive voice. They can and will sell if given an interesting message to deliver. The headline will receive more attention from more readers than any other part of an advertisement. Consequently, careful headline construction is of vital importance. Experimentation, trial and rejection of many headlines may be necessary before final selection. The most important words in an advertisement are those in the headline! Imagination must go into the magic formula of the catchline. Imagination and down to earth logic. Headlines can and should create vivid mental pictures. An effective sales slant can be translated into a colorful, moving, appealing headline. Headlines may tease the imagination and provoke curiosity, setting the stage for selling text into which they lead. But they should be made to register with as much sales impact as possible—in event the text is missed. Sales copy that follows the headline must retain the interest that has been