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:
1. Get That Job!
2. Foot Comfort.
3. Ventilate, but Don't Catch Cold!
4. A New Filing Cabinet.
5. Are You Open to Conviction?
6. Low Priced Envelope Sealer.
7. Shave for 1c Without Stropping.
8. What a Wonderful Trip!
9. Save 30% on Your Furniture.
10. You Have a Right to Independence.
11. Just Out!
12. Get the Dust Out of Your Home—It's Dangerous.
13. The Easiest Riding Car in the World.
14. Our Seeds Grow.
15. That Raise! (Sub-heading in smaller type: What Would a Raise in Salary Mean to You?)
Exercise 286
Some advertisers choose headlines merely for the purpose of attracting attention, forgetting that the headline should suggest what the following illustration and text explain. A few years ago a well-known automobile company ran an advertisement with the headline $1000 Worth of Folly. The headline was followed by a picture of the automobile. The advertisement was intended to convey the idea that, as this car might be bought for $3000, any one paying $4000 for an automobile was foolishly squandering $1000. As a matter of fact, the only suggestion that the reader got from the advertisement was that any one who paid $1000 for the illustrated car would be a fool.
1. Bring to class an advertisement in which the headline has no connection with the rest of the advertisement, being used merely to catch the attention.
2. Find an advertisement in which the headline suggests the opposite of what the advertisement is intended to convey.
3. How might either advertisement be improved?