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An advertisement has three chief types of copy; that is, the headline, body copy, and slogans (Bovee et al, 2007).
The headline is the most significant and is usually positioned at the top in broad letters. This is because 80% of readers read the headlines only (Bovee et al, 2007). A typical American comes across more than 500 advertisements daily (Fowles, 2007). Therefore, copywriters must acquire the aptitude to appeal to reason, that is Logos, since the headlines must begin with pieces of evidence, and be able to draw conclusions from the evidence in the headline.
The headline must have Ethical appeal, Ethos. This is a key element for consideration in an advertisement as it examines the integrity of the advertisement. The headline must depict respect to races, religion and the society itself; therefore a copywriter must consider Ethos when designing the headline. It brings the demand for affiliation (Fowles, 2007). Individuals need the feeling of friendship; thus copywriters ensure people feel that they need a product to be accepted in the society.
The headline must have pathos, which is the appeal to emotions. This is the need to aggress (Fowles, 2007). When a reader reads an advertisement with a headline that assures to make them even with their foes, they fall for the product.
The body copy is the second main element of an advertisement, and is graphical; since too many words bore the readers and too little words confuse readers (Bovee, 2007). They are catchy, colourful and complement the headline. The body of the advertisement must appeal to reason (Logos) that is, the reader must remember the picture he/she saw because it has to be reasonable. This is the requirement for aesthetic sensations, like pictures of landscapes and art (Fowles, 2007).
The graphic picture must be ethical that is the argument appeal Ethos. Pictures that are disturbing or those that makes the populace uncomfortable should be shunned. These pictures evoke the feeling of
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