Five Common Elements of Print Advertisement

by Owen Pearson, studioD Google

Advertisers can use television, radio, online banners, websites, blogs and social media to attract the public to a product. Print advertising is another option. Although there is no guarantee that print advertising will generate business, there are five common elements of print ads.


The header, also known as the title, attracts attention to the ad and lets the reader know what he will find out in the copy. The header should communicate a key benefit described in the ad, such as a discount sale or a limited-time offer. It may also identify a problem a reader might have and propose a solution to the problem. The header is commonly the strongest element of a print advertisement, and can determine whether the viewer reads the remainder of the ad.


An image at the top or in the body of the ad creates curiosity and communicates what the viewer will learn by continuing to read the ad. Newspaper advertisements are typically black-and-white, but a color image can increase the impact of the ad. Choose an image relevant to the product or service for sale, and use one, strong image if possible to keep the ad simple.


Print advertisements commonly include a body, which is the main part of the ad. The body elaborates on the concept of the title, and should build interest in the product or service. Print ad copy should be well organized. Use bullet points or subheaders when appropriate to make the information easily understandable for the reader.

Call to Action

A call to action typically follows the ad copy. As the name suggests, a call to action leads the reader to take a specific action, such as visiting the store or contacting the store for more information. Because readers can quickly forget the body copy, the call to action needs to create a sense of urgency. Phrases like "call today" and "this offer expires ..." with a date direct the reader to do something now.

Contact Information

Contact information tells the viewer how to get in touch with the business to take advantage of the offer. Include as much information as appropriate to make it easy for the reader to find the business. This section usually includes the company name, address, telephone number and website address.

References (2)

  • "The Copywriter's Handbook"; Robert Bly; 2006
  • "Heads You Win!"; Paul LaRocque; 2003

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