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mile and Metaphor Simile is a figure of speech in which two essentially unlike things are compared, often in a phrase introduced by like or as. Light as a breeze, soft as a cloud. Ride like a feather in your pocket. Metaphor is a figure of speech in which a word or phrase that ordinarily designates one thing is used to designate another, thus making an implicit comparison. Go for the Gold The brightest star in electronics. (3). Pun Pun is a play on words, sometimes on different senses of the same word and sometimes on the similar sense or sound of different words. Ask for More --More cigarette Spoil yourself and not spoil your figure. A Deal with Us Means A Good Deal To You. (4). Repetition In some advertisements, the copywriters often use the method of repetition to stress certain information. When you’re sipping Lipton, you’re sipping something special. --Lipton tea (5). Rhyming Rhyming is correspondence of terminal sounds of words or of lines of verse. Pepsi-Cola hits the spot, Twelve full ounces, that’s a lot, Twice as much for a nickel, too, Pepsi-Cola is the drink for you. III. Advertising Elements A complete written advertisement (newspaper, magazine) is usually composed of headline, body copy, slogan, illustrations and colors, trademark, and brand name. These elements are named as visual elements. Another kind of elements—audio elements are advertising commentary, advertising music and advertising sounds. In these elements, headline, body copy and slogan are the most important elements in an advertisement. 1. Headline Headline is the theme and center of advertisement. It’s usually in the most conspicuous position of advertisement to attract consumers’ attention. Therefore, headline is crucial to the success of advertisement. But what kind of headline is a good headline? There are 7 principles for headline writing: (1). Hit on what readers like, and make them feel it will benefit them. When people are reading advertisement, they always wish to find something good to them. So to give the reader a feeling of getting benefits will have the best result in advertisement. Every time we race, you win. This is an advertisement for Yamaha electronic organ. It tells the consumer that every price war in the industry will benefit the consumers out of question. (2). Try to introduce new things. Any new product, new concept or improvement of old product will effectively attract readers’ attraction. The words “new” and “free” are the most frequently used word in advertisement. (3). Try to include the name of trademark in the headline. (4). Use words that could arouse readers’ interest. (5). Keep moderate length. A research by Institute of the Retailer Business Researching of New York shows that: headlines that have more than 10 words usually have better effect than short headlines. The most effective headlines have 6 to 12 words. (6). Avoid to use vague words. (7). Avoid to use privative words. There are many ways to write a headline, and 5 types often appear in written advertisement: (1). Straightforward headlines This kind of headlines usually uses interrogative sentences and imperative sentences to arouse readers’ interest. Ever wander why most guys in pants ads are standing up? Discover the wonder of your first Dash wash! (2). News headlines Pursuing new things is the nature of human beings. People are always interested in finding some new products or improvement of old products. Therefo