39 The word slogan derives from slogorn, an anglicisation of the Scottish Gaelic and Irish sluaghghairm , a battle cry used by Scottish Highland or Irish clans. While the slogan refers to the specific product being advertised, the tagline refers to the whole brand. The 12th Annual Women's Golf Classic: priceless ANALYSING A PRINTED AD Structure of an ad A printed advertisement is a set of texts and images with a particular formal structure, called format. This includes the graphic composition as well as the visual organisation of the different elements that make up the ad. The main structural elements that may appear in a printed ad are the following. The headline, or slogan , is a very brief text which summarises the message for those who read no further. It contains the claim the statement about the benefits, characteristics, superiority and/or performance of the product designed to persuade the customer to make a purchase and its aim is to attract attention and create a strong emotional impact. The body copy is the part containing most of the wording and includes information about the product. Paragraphs are short and the language used echoes the mood created by the picture and the headline. The pay off, or tagline, is the phrase associated with a particular brand name and easily remembered. The caption is a descriptive title below the illustration. The logo is the corporate name which identifies the company. The brand is the word or symbol identifying the company. The visual is the main illustration of the ad and can be a photo, a picture, or an image. ONLINE RESOURCES Effectiveness and feedback claim: vantaggio shot: scatto wording: espressione 86 The pack shot is the product packaging visualisation. The call to action is a simple request to do something towards the acquisition of more information on the product or, more directly, an invitation to purchase the product itself. MArKeting And Advertising How to analyse an ad Doing the analysis of a printed ad means semantically and analytically considering all the elements that make it up. These are the elements to consider: type of publication; period of publication; type of product; format; setting (background and location); characters (protagonists, their appearance and facial expressions); design (what elements are present and how they are arranged); action (what the pictures convey in terms of narration or representation); language (what style, words, and expressions are used); typeface; type of shot (what lighting, colours, angles of shooting, and type of shots are used); atmosphere (mood it creates and how it creates it); possible target; socio-cultural, political, and economic references.