Introduction advertising unit Structure

6. Situation Headline :
It puts the customer in a situation and 
enquires whether the prefers to be in such a situation. Such 
headlines supports the illustration. 
7. Label Headline :
A label headline announces not only about the 
lable of the product but also the selling points. Such headlines are 
„introducing type‟ or „warning type‟. 

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13.8 SLOGAN
 
13.8.1 Meaning : 
 
A slogan is phrase or sentence used repeatedly by a company 
or an organisation or an advertiser to aid in the formulation of his 
message. A slogan is repeatedly used to create certain kind of 
effect on the minds of people. Slogan is an important part of 
advertising copy. Like headlines and illustrations, slogans are 
communication devices which are used to present an idea rapidly 
and concisely. It may be used throughout an advertising campaign 
or over a period of many years. Some advertisers develop and use 
new slogans for each new advertising campaign. A slogan 
suggests the thing and he advertises. It suggests the use of product 
again and again or several times so that readers know it by heart. 
Generally, slogans are used for headlines in advertisements. They 
are similar in structure to the summarizing headlines and try to 
summarise some advertising idea just as a headline does. Slogans 
are mainly used in outdoor advertising. In such outdoor advertising, 
a slogan becomes headline and the sales message. Slogans are 
generally developed from incidents in the life of a product; such 
incident that optimise the use or value of a product when the 
incident is happily expressed in a pleasing phrase and is used in 
advertising. The right frame having appeal becomes a good slogan. 
A slogan sentence used repeatedly by a company of any 
organisation to create an impression in the minds of the customers. 
A slogan should suggest the thing it advertises. Slogans be 
used fur headlines in advertisements because of the limitation on 
the length of a copy in this medium. The slogan then becomes 
headline and sales message all in one. 
Good slogans are not invented monthly by the advertiser. But 
they develop from incidents in the life of a product of clause of a 
product etc. Then a incident is happily expressed in a pleasing 
phrase and used in advertising, it becomes a good slogan e.g. 
1. “Any surface that needs ainting needs Asian Paints”. 
2. “A filter so true that the taste comes through”. (Bristol 
Cigarette).