Advertising Element-

Headline, Slogan and Logo

By Dr. Swati Yadav
Learning Objectives
You will understand via this lesson the importance of
headlines in a copy.
You will also understand the different types of
headlines that you could possibly make.
You will understand the elements of TV advertising
also the production method in making a TV
commercial
 INTRODUCTION
• Headline is the most crucial part of advertising. Basically, it is used to arrest attention and to
create interest. It should go beyond being catchy or sloganising. It has, really, speaking a lot to
contribute to the style and mood of an advertisement.
• Headlines many times do target the advertisement to a select audience. They are inviting enough
to motivate the reader to read the advertisement copy further. Perhaps this they are able to do by
being benefit-oriented.
• Headline is not to be taken too literally. It mostly occurs as the caption, but can occur anywhere in
the body of the advertisement copy, even at the end. In a nutshell, self-interest is the key to
successful headlines. We would like to know what benefits the product could offer to us, or what
solution the company has got for our problems. Many headlines do the positioning work - they
highlight a product benefit that is most important. Many headlines are musical, whereas many are
curious. Some headlines are newsy. Quinn stresses the importance of the copywriter finding more
interesting ways of presenting basically uninteresting propositions. Every headline, he cautions,
should be the best you have ever written because you are only as good as your last advertisement
copy.
Basics of Writing Headlines
• 1. They should Suggest a Quick and Easy Way Out: It has the capacity to
satisfy some need or want. Let me illustrate. You have heard about Taj Mahal
Tea Bags (Dip, Dip, Dip). It has the capacity to quench the thirst. So the
advertisement headline says: THIRSTTEA DIP. Similarly, Hawkins pressure
cookers’, recent headline ‘You and Your Hawkins - the safest, fastest, way to
tasty food, makes you realize immediately what it can do for you. No wonder
they all want it.
• 2. Self-interest is Created in Every Headline: Warner’s Waterbury Compound
promises that, “When vitality is low, Waterbury’s Compound brings back the
glow.’ Anne French Hair Remover - The gentle way to cream hair away makes
us so comfortable. We can say now goodbye to razor nicks and cuts
3. News is Included in the Headline: We are always on the look out for new
products, new ways to use an old product, or new improvements in an old product.
The most powerful words in a headline are NEW and FREE. There are occasions to
use FREE, but a few can use NEW. The following list of words gives news value to
the advertising.
• Announcing
• Surprise
• Now.
• It’s here. Just arrived. Amazing. Sensational.
• Revolutionary.
• Last chance.
4. The Headline should Always Target the Advertisement : Towards your
Prospective Customers Thus Johnson’s baby powder headlines do have the word
MOTHERS for whom it is meant. Never use a word that will exclude some prospects.
5. Many More People Read the Headlines: All of them may not read
the rest of the copy. So it makes good sense to use the brand name of
the product in the headline. So the Cerelac advertisements headline
reads ‘Give your baby the Cerelac advantage from the first solid feed.’
6. Headlines can be made by Imaginatively Coined Words (Coinages)
The best example is Lacto Calamine’s headline “Skinnocence.” How
wonderful! It is one word headline. But it promises an innocent,
blemish free skin. It is so striking too. Now let us take a simple product
like an egg. You want to suggest that it is so exciting to take it. How will
you be able to coin a new word, using the two? Yes, you will call it
eggcitement. Thus, economics of eggs will be eggnomics and
extraordinary qualities of eggs will be called eggstraordinary. So now
you have eggsperienced it. So eggstatic… and so on and so forth.
7. We have to Include the Selling Promise in the Headline : Maybe, it makes the
headline a little longer. But it sells if properly constructed. See the 10 words
advertisement headline of Fern Instobleach: Every woman can be faster if only she
knows how! Here is another example where Bonny Mix porridge is described: Bonny Mix
‘The new instant porridge with the goodness of cereals, fruits and nuts.’
8. Headlines Sometimes Arouse Our Curiosity: They lure us to read further. Aura
American Diamond Jewellery headline questions you, “Can you keep a secret?” Here
artificial diamond jewellery resembling the genuine ones is offered. So the copy goes on,
“Ssh it’s happened.” Can you think on similar lines and create some curious headline
again for the same product artificial diamonds? Here is a specimen: ‘’Yes, I buy
diamonds every week (this what a woman says) and so can you.” So not even the
daughter of super-rich Khaggoshi or Madhvani’s Mumtaz can buy diamonds every week.
Naturally, it is a very curious headline. But further reading directs you to Legend - the
shop where American diamonds are sold. However, curiosity by itself is not enough. It
has only the pulling power. The further reading should convince us about the usefulness
of product. Chivas Regal is curiously advertised like this: ‘The Best things in the world
aren’t free. Just duty free’. Since it is available at dutyfree shops at the airport.
9. Some Headlines Play Games: Here puns are used. Literary allusions
are used. There may be other obscure things. These are called tricky
headlines.
10. Though to be Practiced with Caution, Negatives: are used in
headlines these days as a ‘No cholesterol oil’ etc.
11. Do not use Blind Headlines: Where on its Own Headline is
Meaningless unless the copy that follows is read. Most people do not
read the copy. So, we must understand what are the basics of
headlines. I have given below in bullet form. · You must break the ice ·
You have to be concise · ü Headlines can’t drift along. They are crisp.
They are specific. · Headlines should be provocative · Relevant Below
you will see a few examples of print advertising. You should see the
formulation of headlines very carefully
Different forms of headlines
• a. Direct Promise Headline: Pond’s Special Baby Powder headline promises you ‘to take good
care of your baby.’ Such advertisements indicate the benefits of the product or service in a
direct manner.
• b. News Headline: It may include new promises, product improvements, price reductions,
premium offers etc. Parle’s Monaco was again made available in a big pack. So the headline
announces ‘The Big Monaco pack is back.’
• c. Curiosity or Provocative Headline: Sweetex, a non-sugar sweetener uses this technique very
efficiently in its recent advertisement. The headline is a startling statement, followed by a
question: There’s a rich, gooey chocolate cake hidden in the picture. Can you spot it? This
headline is so curious that we see what is it all about. There is only a cup of tea. There is no
chocolate. We feel compelled to discover what is hidden in the copy. The copy begins by saying:
It (chocolate cake) is tucked away in the cup of tea. Or more precisely, in the sugar. If you drink
five to six cups of tea or coffee a day, each with 2 teaspoons of sugar, you are consuming about
2200 calories a week of sugar alone. Which is equivalent of half a kilo of rich chocolate cake.
d. Selective Headline: This headline holds a specific promise for a special
group. Childcare products are for mothers. The headline identifies this
group. ‘The natural choice for mothers who care ... Childcare.’
e. Humorous Headlines: Though practiced with caution, sometimes it
really works wonders. Humor, however, is a suspect element in
advertising. In fact, people do not buy from clowns. But it is also true
that humor makes the advertisement noticeable. But it should not be
the.-man-slips on-banana-peel type humor.
f. Command Headline: It also promises a benefit. It is advisory in
character. VIP’s Feelings cotton panties have the commanding headline:
Say Hello with Feelings. It is a great new You. You will appreciate that it is
a command but with a promise.
g. Situation Headline: It is based on a peculiar situation like an
impending war, flood, earthquake, epidemic etc.
• h. Label Headline: Some products like a TV set can be headlined as a
label. Here there is a strong need for the product and so no other
appeal is called for.
• i. Challenging Headlines: Mostly a provocative question, its mental
compulsive.
• j. Negative Headlines: Not very much forward, but are used
occasionally to direct to the right product. The Afternoon Dispatch
Headline is negative. ‘Don’t Waste Your Money Advertising in the
Afternoon ‘Dispatch. Advertise in the Afternoon’s Woman’s Extra
Every Thursday.’ This is a suitable medium for home-use or woman-
oriented products.
• k. Affirmative Headline: The message is not very assertive. But it is
not denied either. We thus say about Complan: ‘Growing Children
Need Complan.’
• i. Headlines: could be poetic, prosaic, matter of fact or musical.
• m. News People are interested by news. Words like new,
introducing, announcing, now, at last, etc. indicate something
newsworthy. (“Now program your VCR by simply speaking to the
revolutionary VCR VOICE programmer”)
• n. Testimonial: Nothing is more convincing than a customer
endorsement. (“This diet program worked for me. It can work for
you, too!”)
• o. Question: When related to a benefit or the reader’s concerns, the
question headline is a powerful attention grabber. (“How do I know
which mutual fund is right for me?”)
Slogan
• Slogans are catchy sentences or phrase that is easy to remember.
Copywriters continuously for the sake of establishing it use it. It creates
an impact of repetition. Gives an identity to the company or to the
product. It is part of the copy and is an effective and a concise manner of
telling an idea. A slogan is necessary because they are:
• Direct
• Short
• Easily remembered
• Repeat the brand name
• Friendly phrases
The characteristics of a good slogan are as follows:

· Should be simple and straight forward

· Carries some pleasing sales idea
· Conveys more in a compact form
· Good slogan finishes the job in 7-8 words
· So many ideas give rise to one good slogan
Examples of Slogan
1."Just Do It" - Nike
2."Think Different" - Apple
3."Where's the Beef?" - Wendy's
4."Open Happiness" - Coca-Cola
5."Because You're Worth It" - L'Oreal
6."Melts in Your Mouth, Not in Your Hands" - M&Ms
7."A Diamond is Forever" - De Beers
8."The Breakfast of Champions" - Wheaties
9."America Runs on Dunkin'" - Dunkin' Donuts
10."Can You Hear Me Now?" - Verizon Wireless
Logo
• The word „logo‟ comes from the Greek word „logos‟ meaning „simply
the world‟. The noun „logos‟ also appears in the Bible signifying „the
word of God‟. Today the world logo is used in marketing and in
advertising parlance. From the coveted double „R‟ of Rolis Royce to
the immediately recongrusable script that CocaCola uses, logos are
quickly identified by everyone. Apart from large corporations in every
country even the small businessman and one-man enterprises have
adopted the corporate logo as a means for creating brand recognition
and corporate image.
Need for Logo :
• Your own given name could be a good example of a logo. In your childhood days, the
name is a device to attract your attention and to differentiate you from others. Over time
as one grow up, the name takes on newer meanings to yourself and finally becomes a
matter of great pride when you dash off a signature on a letter, cheques or some other
document. It is your expression (difference, distinction and recognition) saying “this is
me”.
• The company‟s logo is the corporate signature. It reposes in itself the collective pride of
the company and is designed with great care to represent the personality of the company
and product. Diversified Corporation use a variety of symbols as part of their logos. ITC
uses the upwards steeply, which also conveys the sense of growth as well as excellence.
• Logos today go beyond just being mere symbols. They represent the spirit, the belief, the
raison„d‟ ere of companies and brands. Logos the world over have their own logic which
is distinguishable, easily recognised and identifiable.