Heads include two parts: headline & subheads.Headline should contain clarity and force,and be able to draw audience’s attention at once with brief, attractive, powerful, memorable,informative and interesting words.Ideally, headlines present the complete selling idea.The content of heads is mainly a summary of the body part to make readers acknowledge more about the advertisement.Heads should not be too general; instead, it should be as specific as possible in order to stimulate consumers’ purchasing desire.
Many patterns of sentence can be used in heads, and would function differently.For example, imperative sentences can stir up consumers to take action, and interrogative sentences can attract readers’ attention and interests.
Samples of Headlines & Subheads
● The 60-minute breakfast from Dole. （食品）
● Instant Quaker Oatmeal.For mothers who have a lot of love， but not a lot of time.（食品）
● BUY 2 GET 1 FREE （牛奶）
● Take a bite！ （酸奶）
● Go for Gold. （酒）
● The Unique Spirit of Canada： We Bottled It. （酒）
● We are proud of the birthplace of our children， the grapes of Almaden.（酒）
● Saturday night on Sunday Morning. （录像机）
● Do More.Work Less. （电脑）
● What Do Novell， Corel and Silicon Graphics Have in Common？ （电脑）
● Web Site， Internet Gateway， and Workgroup Suite—All In One.（电脑）
● What’s on the best-seller list in IBM PC software？ （软件）(www.xing528.com)
● You can’t Xerox a Xerox on a Xerox. （Xerox复印机）
● Lightning Strikes Twice. （相机）
● “In the past 15 years， I’ve had 5 husbands， 104 alimony checks and one refrigerator.A Frigidaire.” （冰箱）
● It brings radiance to the look of your skin. （化妆品）
● The Only Sound You’ll Hear Is Praise. （汽车）
● How Can You Enjoy Warm Weather And Fun Times？ Just Ask ALAMO.（汽车）
● What is the outstanding feature of this car？ （汽车）
● Flowers by Interflora speak from the heart. （花店）
● Who Are All Those People in First Class and How Can You Be One of Them？（航空公司）
● He Was Born in 1639.And He’s Still Flying With Us Today.（航空公司）
● Don’t Miss The Greatest Adventure Of A Lifetime！ （游乐园）
● Get Wet’n Wild. （水上公园）
● How to get better insurance coverage on your home without increasing your premium.（保险）
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