OPENINGS
The "opening" of an advertisement is design to get the attention of the potential customer. You can't sell a product if you can't get the target audience to pay attention to your advertisement.
| Offer: | You and your friends can enjoy a free refill of refreshing coke with every order... | |
| Product Feature: | Drive your golf balls further with the new Derodux Flex System™. | |
| Startling Statement: | The hybrid engine was first invented in 1905!. | |
| Startling Statistic: | Over 45 % of first marriages end in divorce. | |
| Narrative (story): | Billy's dad has been coaching kid's hockey for as long as he can remember... | |
| Creative Ingenuity: | ||
| Humour: |
Sometimes, the opening uses a combination of techniques. For example, the following opening uses startling statistic, a startling statement, and the beginning of a narrative:
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In 1997, Paul Stelmaschuk played 388 rounds of golf, setting a new Canadian record... |
Advertisers use all kinds of methods to attract the attention of potential customers. What methods can you identify in each of the following advertisements to get the attention of potential customers?