Answer to Question 1
Components of a print ad include a headline, a subheadline, body copy, signature, and illustration. Copy is the verbal portion of an advertisement and may include headlines, subheadlines, body copy, and a signature. Not all advertising contains all of these copy elements. The headline is critical because often it is the only part of the copy that people read. It should attract readers' attention and create enough interest to make them want to read the body copy or visit the website. The subheadline, if there is one, links the headline to the body copy and sometimes serves to explain the headline.
Body copy for most advertisements consists of an introductory statement or paragraph, several explanatory paragraphs, and a closing paragraph. The signature identifies the advertisement's sponsor. It may contain several elements, including the firm's trademark, logo, name, and address. The signature should be attractive, legible, distinctive, and easy to identify in a variety of sizes.
Illustrations are often photographs but can also be drawings, graphs, charts, and tables. Illustrations are used to draw attention, encourage audiences to read or listen to the copy, communicate an idea quickly, or convey ideas that are difficult to express. Illustrations can be more important in capturing attention than text or brand elements, independent of size. They are especially important, because consumers tend to recall the visual portions of advertisements better than the verbal portions.
Answer to Question 2
A
