1 Read the title and text below. Why does
the writer suggest starting and finishing
the advertisement with a clear mental
image?
What makes a great written ad?
My advice to potential ad writers is this:(1)...the following approach that I have always found very effective. Memorable ads always begin with good opening lines that involve the reader immediately. They powerful initial mental image, and (2)....
don't leave readers in any doubt about what they are reading. OK, these ads are not great literature, because their purpose is to (3)...
the reader's attention immediately.
I use verbs, because they (4)... vivid and vibrant images to mind, but I avoid adjectives, as these remind people of poetry. An effective ad
makes a full circle, and (5)... with a mental image that is just as effective as the first one. This
last image reinforces the first, and so (6)... the advertising message deep into people's memory which makes it an effective selling tool.
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