15 d.
Payment A communicator has to pay to convey the message of advertisement. The
form of payment is not only money but also time, space, and opportunity. For example, a communicator wants to hold a seminar, but a communicator does not
have enough money. A communicator will advertise in radio. A communicator can give the opportunity to the manager of the radio to attach the radi
o‟s logogram in the backdrop.
e. Effect
Every advertisement has a certain aim or a certain effect. It can be getting the money or building the good image. Considering the effect, a communicator
should make an affective message. An effective message is a message which is able to describe what the communicator needs exactly and the communicants have
the same interpretation with the communicator. The effective message is expected to give a certain effect to communicants.
4. The Format of Advertisement
Every media has characteristic of the advertisement format. There are eight key format elements in printed advertising Arens, 2006: 417. They are the
visuals, headlines, subheads, body copy, slogans, seals, logos, and signatures Figure 2.2 on page 16.
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16
Headline
Subhead Logo
Body copy Slogan
Figure 2.2 The Example of the Format of Advertisement Taken from International Watch 2007: 227
Furthermore, Arens discusses more about the key format as follows 2006: 417-424.
a. Headlines
Headline is a part of advertisement containing some words. The position is usually in the top of advertisement. Headline is like a title that makes the reader
interested in the advertisement for the first time. As usual, headlines appear in the large type than other parts of advertisement. Moreover, a headline is to engage the
reader fast and to present the complete selling idea. Finally, headlines should present product news. Copywriter can use “power” words that suggest newness.
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17 These can increase readership and improve the boom factor of an advertisement.
The words should be employed whenever honestly applicable. For examples, free, now, amazing, announcing, introducing, it‟s here, improved, at last, revolutionary,
just arrived, new, and important development. There are many variations of headlines depending on the advertising
strategy. Headlines may be classified by the type of information they carry. They are:
1 Benefit
The headline tends to make a direct promise to the readers. It is to promise the readers that experiencing the utility of the product or service will be
rewarding. The headline can also be simple statements of the product‟s most
important benefit. 2
NewsInformation The headline provides news or promises information of the product. It can
be a claim of the product. 3
Provocative The headline
is to provoke the readers‟ curiosity. The readers must read the body copy to learn more about the advertisement. The lack of the headline is
the readers won‟t read on. Therefore, the headline provides visuals or some stories
to clarify the message.
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18 4
Question The headline asks a question and encourages the readers to search for the
answer in the body copy of the advertisement. A good question headline builds the readers‟ curiosity and imagination.
5 Command
The headline tends to order the readers. It might seem negative, yet the readers pay attention to such headlines. The headline is able to motivate the
readers through fear emotion. b.
Subheads The subhead is an additional smaller headline that may appear above the
headline or below it. A subhead above the headline is called a kicker or over line and may be underlined. Subheads may also appear in the body copy. Subheads are
larger than body copy and usually in boldface, italic, or different colour. Most people read only the headline and subheads. Subheads usually support the interest
step best. c.
Body copy The body copy or text tells the complete sales story and comprises the
interest, credibility, desire, and the action steps. Body copy also covers the features, benefits, and utility of the product or service. The best advertisements
focus on one big idea or one clear benefit. d.
Slogans Many slogans also called theme lines or taglines begin as successful
headlines. Slogans have two basic purposes: to provide continuity to a series of
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19 advertisements in a campaign and to reduce an advertising message strategy to a
brief, repeatable, and memorable positioning statement. e.
Seals, Logos, and Signatures A seal is awarded only when a product meets standards established by a
particular organization such as the Organic Crop Improvement Association and Parents Institute. Their seals provide an independent, valued endorsement for the
advertiser‟s product. Logotypes logos and signature cuts sig cuts are special designs of the
advertiser‟s company or product name. They appear in all company advertisements, give the product individuality and provide quick recognition at the
point of purchase.
5. Theory of Discourse Analysis
