We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
42 HEADLINES
secured. Such copy is best when it connects with or is in relation to the headline. There ought to be a harmony of mood, of style, of appeal, if not a direct continuity of thought.
If the headline is in colloquial style, if it reflects dignity, promises romance or adventure, or if it radiates excitement, the copy that follows should be in the same tempo, the same style.
Headlines should be specific; they must have something to say, a definite purpose. Promise, challenge or solution to a problem or need is the basis of much good merchandising. Theatrical advertising offers wide opportunity to dramatize headlines, to make them suggest exciting or romantic happenings.
Headlines must not be too long. Too many words, too many lines, will sacrifice emphasis and lose interest. If six words or less tell the headline story, greater reader interest will be assured. Brief headlines, using clear and simple language, can be grasped by the reader at a glance. The perfect advertising headline will present the greatest possible appeal in the fewest possible words.
However, if headline copy is too long for a single line of type in effective size and if it cannot be condensed, the headline must be broken into two lines— or three, if necessary. But an effort should be made to break headline copy logically so that individual lines will hold together to some degree. Related words that combine to present a common meaning should be kept together on the same line if possible.
If headline copy is very long it may be best to break up the sales thought and devise a swbhead set in type of a smaller size. Subheads may amplify and accent the message of the headline, adding persuasiveness to the headline’s initial power. Single-line headlines, however, prove more effective in most instances. Subordinate headlines compete for attention with the main headline. Too many thought suggestions will lose impact. It is best to concentrate on a single, predominant sales idea about which copy can be constructed.
Subheads can be used to break long blocks of text into more acceptable portions, making it more attractive to the eye. Subheads may head up descriptive copy accompanying illustrations.
Headlines can be aimed, in message and phrasing, at those readers who should be especially interested in the advertised product or attraction. Headlines may be general in their appeal, or they can be selective—directed to a specific class or group and pointedly emphasizing a special appeal. Headline copy should be written with the reader’s reaction in mind.
A declarative statement, a startling challenging phrase or exclamation may seize initial attention.
A pertinent first-person catchline may tie in with an illustration, quoting