WHAT ARE THE ELEMENTS OF AN ADVERTISEMENT? - CULTURE VOCABULARY - 2025

The elements of an advertisement are the bullet, referential image, header, body, call to action, tagline and contact information.

Broadly speaking, all advertisements, whether in the written press, billboards, brochures, or even in audiovisual media, have basically the same elements.

To do this, advertisements must present information that is brief, concise, effective, and above all, very convincing.

What are the elements that make up an advertisement?

The more structured and coherent the ad, the greater impact it will have on the audience, favoring the popularity of the product or service being promoted.

An advertisement has certain key elements to ensure its effectiveness. Here are the essential elements of this type of advertising:

Shot

It is a short and very striking phrase, similar to a headline, which introduces the content expressed in the advertising message.

The bullet, also as a bullet, by its mention in English, synthesizes the essence of the advertisement, and encourages to continue with the detail of it.

Referential image

As a referential image, the use of the logo (brand logo), photographs referring to the advertising message, or both resources in parallel are understood.

The logo is a visual distinctive of the company or product, and favors the brand's memory in the consumer's subconscious.

This type of advertising also has photographs or illustrations that support the message of the ad, from a visual point of view.

Generally, these are models or famous people involved with the brand, making use of the product or service that is being promoted.

Header

In this section the main idea of ​​the ad is captured, in a short and concise way. The headline is one of the most striking and attractive elements of the ad.

To a large extent it depends on the headline that the potential customer continues, or not, detailing the advertising message. It is usually present at the top of the ad, and its content should activate consumer curiosity.

Body

It is the heart of the commercial. The body details the benefits of the good or service that is being promoted. In essence, it summarizes the information of interest to the reader.

The content of the ad body is a decisive element in reinforcing the purchase intention of consumers. This section should be aligned with the bullet of the ad.

Call to action

After the potential customer has been persuaded with the above elements, the call to action explicitly indicates what to do to acquire the promoted good or service.

In this part, phrases of the following style are used: “Call now!”, “Offer valid until the end of the month”, “Buy now”, etc.

Slogan

The slogan is a characteristic phrase of the brand, generally ingenious and easy to remember. It usually accompanies the logo, and fulfills the function of reinforcing the image of the brand before the consumer.

Contact information

The advertiser provides the contact information so that in the event that the potential client has questions or suggestions about the promoted good or service, they will be served in the best way.

This part includes telephone numbers, web pages, information on social networks, etc.

References

1. Brief guide on the elements that a good advertisement should have (2015). Recovered from: merca20.com
2. Brookins, M. (nd). The five parts of an advertisement. La Voz de Houston newspaper. Houston, USA. Recovered from: pyme.lavoztx.com
3. What are the parts of an advertisement? (sf). Recovered from: clickprinting.es
4. Neira, A. (2014). Fundamental elements of an advertisement. Recovered from: imagenios.com
5. Pereira, J. (2014). The advertisement and its elements. Recovered from: mercadeo.com