What are the differences and connections between advertising themes and headlines?

Advertising title is the general title of the whole advertising copy and even the whole advertising work. The advertisement title is the outline of the whole advertisement, which creatively displays the most important and attractive information in the advertisement to attract the audience's attention to the advertisement; It shows the types of information and the best points of interest in advertisements, so that they can continue to pay attention to the text. When people read and watch aimlessly, the attention rate of headlines is quite high, especially in selective and active media such as newspapers and magazines. "The average number of people reading headlines is five times that of reading the text" (david ogilvy). According to a test report, 80% of readers must browse the advertisement title before reading the information in the advertisement text.

Advertising text refers to the language part that plays a major role in advertising copy. Its main function is to explain or explain the advertising theme, introduce the advertising information in the advertising title in detail, and put forward detailed requirements for the target consumers. The writing of advertising text can make the audience know all kinds of information they want to know. By reading the advertising text, the audience has established the understanding, interest and trust of the product, generated the purchase desire and promoted the purchase behavior.

Tips: The above contents are for reference only.

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