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.
44 HEADLINES
register with solid impact. Cleverness defeats its purpose, however, if the product is lost sight of, if the ad attracts attention but fails to sell.
Effective saleslines sometimes are found in buried copy—the text of a prepared advertisement. In developing the text, the writer frequently forms a phrase which is more effective than his original headline.
Many ingenious tricks of type may be employed to gain added headline attention. Certain headline words or phrases can be made to hop out through the use of heavier display lines or lettering or type of a different style (as the appropriate use of italics).
Headline type should be large enough, bold enough to command attention, to billboard the message. It shouldn’t be crowded if it is to be effective. Departure from the usual, in type as in copy, may draw added interest—if the presentation isn’t beyond ready understanding. ‘The striking or shocking may Win attention in theatrical advertising.
Try to pick the right type. Type has a feel, each face possesses individual character. Type for headline use ought to be in keeping with layout and message, harmonizing with illustrations as well as with other type in the advertisement. Thin, delicate type is out of character when used with dark, massive illustration. Conversely, bold, heavy type does not belong with a light, romantic illustration.
Type sizes affect display values—although available space and headline length will govern type selection.
Headline sentences seldom require punctuation. ‘They generally prove more effective when punctuated sparingly. A period is seldom necessary, but a question mark must be used where indicated. And rightly used, the exclamation mark can add punch to a kick-off line.
A single word may serve as an effective headline. ‘Suppose. . .” “If. . . ’ “Imagine. . . ” then leading into the text. A descriptive adjective, or several of them, may be used. Or a single descriptive word that states a quality of product or attraction.
Some headlines necessarily are informative. When interest value is high, facts may be tersely stated in news headline style and amplified in copy that follows. But ordinarily ad headlines shouldn’t try to tell the whole story.
To the advertiser’s profit, advertising may emulate the urgent urryhurry-hurry of the sideshow barker. He strives to develop interest, excitement, acceptance. After the fashion of the barker, advertising can drive for instant action, immediate salese—which may be spurred by the suggestion of a reason for hurry, as “Last 2 Days,” ‘Limited number only,” ‘‘As long as they last.” Postponed sales frequently are lost sales.