What's Wrong with this Headline?
Here is a headline for an ad. It appeared as the top half of a full-page ad in the December 19, 2004 issue of the New York Times Magazine. It is reproduced as it appeared on a light-grey background. The typeface was larger and was dark gray. The upper and lower borders were yellow.
Please list all of the principles that are violated in this headline and any that were ignored.
Headline Answers
Principles either violated or ignored by the headline (for Kodak EasyShare digital camera) include the following (numbers correspond to the Summary list for advertising principles):
A "*" denotes a violated principle
- 6.13.7 Contains an irrelevant question
- 7.6.1 Does not use word play
- 7.8.1 Does not use metaphors
- 8.2.1 Does not alert target market
- 9.1.1 No benefit
- 9.1.2 No news
- 9.1.4 No quotation marks
- 9.1.6 No desirable adjectives
- 9.1.8 No familiar sayings
- 9.1.10 No lead-in*
- 9.1.11 No brand name*
- 9.1.12 Does not address the customer personally
- 9.1.14 Contains a period*
- 9.7.3 Uses low contrast lettering*
- 9.7.4 Uses shading in background*
- 9.7.6 Typeface does not enhance meaning
- 9.7.11 Uses upper case in sentences*
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