Business English: A Practice Book by Rose Buhlig

=Exercise 283= Bring to class two advertisements containing catch phrases that you think are good. To which of the motives given above does each appeal? =Exercise 284= Bring in two advertisements of articles that have suggestive names. What is the value of a suggestive name? =Exercise 285--Good and Bad Headlines= A good headline has the following qualities: First, it should be short. Professor Walter Dill Scott determined by experiments that the average person can ordinarily attend to only about four visual objects at the same time--four letters, four words, four simple pictures, or four geometrical figures. As the headline of an advertisement is intended to be taken in at one glance, it should, therefore, be not longer than four words--preferably less, provided the interest of the phrase is the same. Short words, too, can be taken in more readily than long words. Second, the best headline is a command. People instinctively obey a command, unless it is so worded that they rebel against the manner of expression. Third, a good headline is suggestive. It touches upon the things that the reader is thinking about. It shows that the article that is offered for sale has a close connection with the interests that absorb the reader's mind. It is a direct answer to his thoughts, feelings, hopes, or worries. The following headlines were taken from the advertisements in one issue of a magazine. Judge of their effectiveness, using the three principles given above as a basis for your decision: