11.2 COMPONENTSOF ADVERTISEMENT COPY
An advertisement copy usually consists of six components：Headline，Lead-in，Body，Slogan，Supplementary Items，and Illustration.
11.2.1 Headline
The headline of an advertisement，usually in a form of short paragraph or some phrases，highlights the topic of the advertisement.It is in fact a key component of an advertisement，for five times as many people read the headline as read the body copy.
An effective headline should reach out to the reader with what is of interest to him，and so attracts the selected target.For example，the headline of a shedding tool“Remove Hair Forever”may catch the eye of those who want to molt.Headlines should also motivate the reader to read on by using words that can arouse the reader's curiosity.The headline of an advertisement for a small hotel“the mouse that roared”is just a case in point.Besides，a headline should include the name of trademark if possible.
Sometimes the headline of an advertisement can be written in the form of a title plus a subtitle.For instance，the headline for“Seals Tyre”is
This is Seals'New Self-sealing Tyre
You Could Drive It with a Dozen Nails in It
11.2.2 Lead-in
The lead-in of an advertisement is the section between the headline and the body copy.But it is not a mere shifting from headline to the body copy；it is a summing-up of the whole body.A good lead-in should enable the reader to catch the main idea of the advertisement.Take for an example an advertisement for China Daily：“China's only English-language newspaper，offers readers both at home and abroad China's latest political，economic，cultural，educational and other developments”.
11.2.3 Body
The main section of an advertisement is the body.It is in this section to fulfill the task of persuading the reader to take action.The following is an advertisement for a park：
There is so much to see and do for all ages and it's all in the perfect setting of Xiamen's finest landscaped gardens.
Beautiful flowers and plants，meadows and playgrounds，trees with picnic areas...plus tea rooms，snack bars，souvenir shops...the park brings you immense leisure and recreation.A new Tropical Aquarium within the grounds adds to the special features of the park.
With the incredibly cheap admission charges of 5 yuan for adults，2 yuan for children，and free for retired aged citizens，it really is the perfect day out in Jinshan Park！
This body，which explains clearly the benefits of visiting the park，can surely draw visitors there.
The body of advertisement falls into four categories：straight-line copy，narrative copy，testimonial copy and descriptive copy.
In a straight-line copy，the merits of the advertised are illustrated with facts.This kind of copy is used mainly in the advertisements for goods like equipments or goods with sophisticated structures，which are popular for its uniqueness.The following body of an advertisement for Toshiba Copier is a straight-line copy：
Feel the Pomer oFthe morld's First Turbo Copier
Introducing the new Toshiba 2230 Turbo.The first turbocharged copier in history.
Beneath its sleek exterior is a copying system.So remarkable it's actually patented.
With it，you can produce 22 copies a minute.Or hit the turbo button and turn out 30 copies a minute.So now you have the power to work 40%more efficiently.While using 33%less toner.And what's even more revolutionary，we've managed to do it all without turbo charging the price.
To arrange for a free demonstration，just call 1-800-Go-Toshiba.
The body of an advertisement which is written in the style of daily conversation is a narrative copy.This kind of body is persuasive in that it may arouse confidence in the reader with its natural language.The following is an example of this kind of body.(https://www.daowen.com)
Everyone is born with fat feet；and extra padding of fatty tissue that cushions footstep.But as we grow older，we lose that tissue until there's little left to absorb the bumps and jolts.
That's why your feet get tired and sore.Dr.Sholl's AirtDille Insoles help take the place of that fatty tissue.They are soft，so you'll feel comfortable difference with every step.They are thin，so slip into your shoes without bunching and binding.As they help keep feet cooler and drier.
Because the older your feet get，the more you have to baby them.
Sometimes the body of advertisement is written in the form of testimony.In this kind of advertisements，some authorities are quoted praising the advertised.For example，
...As Mr.Stiles recalls：One ad said that a Volvo was so tough，you could“Drive it like you hate it”.I did exactly that.In my field work I've driven this car 295，000 hard miles，much of it through former Indian territory.It's held up even better than promised.Driving it like Ihated it made me love it...
Some advertisements are written by means of description.Take for example an advertisement for Thai Airline，
Fly smooth as silk and enjoy award winning food and service.Smooth as silk as an attitude born of a century old culture.It's the natural charm of our cabin and ground crews it's a fresh orchid for every passenger.Smooth as silk is Thai.
Whichever kind of copy is adopted in an advertisement，it should be interesting to read and convincing.
11.2.4 Slogan11.2.5 Supplementary Items
Slogan functions as continuity for an advertisement campaign，aiming to strengthen the impression on the reader and arouse in him the desire to buy the advertised.Written in simple words，slogans are concise and easy to memorize.Placed at the end of a copy，a good slogan can help to convince the customers of the necessity of taking action.For example，
Let's do it better.（Philips）
A world of comfort.（Japan Airline）
Just do it.（Nike）
Fresh-up with Seven-Up.（Seven-Up）
Quality never goes out of style.（Levi's）
This section is a supplement to the body of an advertisement.It usually consists of the trademark，name of the commodity，company logo，address and telephone number of the company，etc.The following is the supplementary items of an advertisement for an electronic body-weighing scale：
To learn more about PUS-180 electronic body-weighing scale，please tell us your contact way.
Tel.：0086-020-64888699
Fax：0086-020-64888677
E-mail：phinx@public.net
11.2.6 Illustration
Illustration is an important visual component of an advertisement，and helps to enhance the persuasiveness of the body.Good illustration can fulfill many functions.it can capture the attention of the reader，and help him identify the subject of the advertisement.Besides，it can arouse interest in the reader for him to read on，create him a favorable impression and help clarify claims made in the copy and convince him of the truth of these claims.