The Headline Other Findings

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1. The Headline

The researcher found there were ten advertisements that did not present the headline. Although the headline is one of the important parts in the advertisement, the advertisercommunicator has decided what important elements can attract the readers. These following advertisements are the examples of advertisement that did not present the headline. Figure 4.2 BREITLING Taken from International Watch 2007: 45 The advertisement did not present a headline. The headline provides other points to attract the readers. The advertisement provides the logo and the visuals. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI 52 The logo and the visuals also aim to make the readers understand the message easily. Figure 4.3 VICTORINOX taken from International Watch 2007:79 It is clear that the advertisement did not present a headline. The advertisement consists of the visuals, body copy, and logo. The advertisement presents the visuals to attract the readers. The communicator considers that the PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI 53 visuals are more important than a headline. The readers will pay attention more to the visuals because the readers are more interested in the design of the product. Figure 4.4 ROLEX Taken from TIME September 2010, 13 The advertisement also did not present a headline. The advertisement consists of the visuals, subhead, body copy, and logo. The advertisement involves a singer to attract the readers. Thus, the advertisement presents the visuals to make the readers interested in reading the advertisement. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI 54 Figure 4.5 XEZO Taken from International Watch 2007: 153 The advertisement is like the previous advertisements. The advertisement did not present a headline. The advertisement consists of the visuals, subhead, body copy, logo, and slogan. The advertisement presents the visuals to attract the readers. The communicators considers that the visuals are more important than a headline in advertising a product. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI 55

2. The Body Copy