1. The Basics of an Advertisement

2. Most Ads Have the Same Four Elements Image, slogan copy and signature Slogan Copy Signature Image

3. Slogan As the image is all important in ads, text is usually kept to a minimum – The slogan here: Come to where the flavor is. Come to Marlboro Country The slogan, or tagline, should be short, catchy and poignant– Why?

4. Image The placement of an image in relation to the text is crucial – Readers normally scan and digest and ad within a matter of seconds- image must engage the audience Contrast is an important factor to keep in mind when working with image (white letters, red background)

5. Copy Ads sometimes offer a small story- usually the large ad with small-print copy, or text, below The amount of copy is going to depend on the product – Some products require more information to be given than others—can you think of some examples? The copy in the Marlboro ad is Marlboro Red or Longhorn 100’s—you get a lot to like

6. Signature Traditionally, ads show a product and the company name—though this is not always the case Occasionally, not even the name of the company is given, but this is unusual