Standard subjects for Ad visuals

Product alone

Package containing the product

How to use the product

Product in use

Comparison of products

Product features

Humor

User Benefit

Negative appeal

Testimonial

Purpose of the Visual

Capture attention

Qualify readers

ID the ad’s subject

Arouse interest

Create a good impression

Show the product

Emphasize product features

Clarify copy claims

Support copy claims

Provide campaign continuity

Types of Headlines

Benefit headlines

News/information headlines

Provocative headline

Question headline

Command headline

Role of headlines

Engage The audience

Attract attention

Direct Attention

Explain The visual

Present Selling message