Fill in the blanks with suitable words from the exercises above

a. Classical _______ of an advertisement includes the _______, subheadline, _______, _______ and _______.

b. One of the _______ elements in the advertisement is the headline. It should be original and bright enough to ______ readers’ attention and to arouse the interest in the ad.

c. The _______ usually contains the basic information about the product, its characteristic features, advantages and ______.

d. The signature identifies the _______ of the ad. It should be ______, _______ and easy to identify.

e. Though the ______ can be positioned in any way there exist some general rules of arranging the ______ of the advertisement.

f. The copy must be ______ because the arrangement of the format elements influences the _______ of the ad and the ______ it makes on consumers.

Give antonyms to the following words from the text.

A. Use negative prefixes

· verbal

· interest

· legible

· distinctive

· familiar

· encourage

· advantages

· formal

· increase

· effectiveness

· memorable

· direct

· credible

B. Use words with a different root

1. introductory

2. crucial

3. minor

4. improve

5. well-composed

6. simple

C. Watch the use of the following prefixes

out- outperformed

over- overpower

What meanings do they have? Can you give any other words with the same prefix?

Speaking

1. Prepare a presentation on the topic “Tips for creating an effective advertisement”.