Advertising Media

A printed advertisement has three main elements: illustration, headline, and copy block.

The illustration usually dominates the space. Photographs are far more effective than any other illustration technique. They bring realism, immediacy, and often a great beauty to the advertisement. One of the most important details in the advertisement is color. It's used for psychological motivation and effect.

Headlines should draw attention as most of readers never read beyond them. If the headline fails to draw their interest immediately, they won't read the text. The headline should be short and informative – it should say something about the product.

The copy block shouldn't use more than 20% of the total advertising space.

The essential difference between the broadcast media, and the print media is that advertising in print media occupies space, but on radio and TV advertising interrupts. Interruptions are also a source of irritation. Another difference between the two types of media is a difference of purpose. The major function of print media is to provide news and information; of the broadcast media – to provide entertainment.

Questions:

1. What two types of advertising media are there?

2. What three main elements does a printed advertisement have?

3. How do illustrations work?

4. How do colors work in advertising?

5. What is the difference between the broadcast media and the print media?

6. Summarize the text.