Notice how few words it took to make the health-related points and tell the story: There are no extraneous words to slow the copy down; no unrelated information to diffuse the story. Even the verb that asks for the order “Pick up • ..” relates to the product—oranges are “picked,” as we explored with Creative Advertising.
Once the story is completed, it’s time to start at the beginning: the headline. Since you’re telling a health story, let’s return to Creative Aerobics #2 and #4 and review the layers of information already created.
In Creative Advertising, more than 30 possible “new names” for the orange were listed, including “Wheel,”
“Life Saver,” “Trick or Treat,” “Teeth,” “Light Source;’, and in Creative Advertising, over a 100 existing phrases made the list, including “Navel Intelligence,” “Make the Rounds,” “Daily Rounds,” “Round Up,” “Round of Ap. plause,” “This Round’s on Us,” “Well Rounded,” “pulp Fiction,” “Peel Out,” “Main Squeeze,” “Roll with the Punches,” “Roll Call,” “Roll Model,” “Skin Deep,” “Skin Flick,” “Key of C,” “C Farer,” “C Worthy,” “Section Rehearsal,” “Sports Section,” “Get Juiced,” “Name Dropper,” “Make a Name for Yourself.”
“Life Saver,” a Creative Advertising new name, is a possible headline. So is “Daily Rounds,” a Creative Advertising existing phrase. Are there any others? Note that with Creative Aerobic Advertising, there is less information to work with at present than with Creative Advertising. If you wanted to use “Life Saver” as the headline, you’d need to generate additional information: (a) finding the similarities between an orange and a life saver; followed by (b) assembling a list of existing phrases containing the words “life” or “saver“—Creative Advertising.
For now, see whether there’s a headline in the “Round” phrases generated in Creative Advertising. Note that there are 16 phrases, plus additional ones you may have thought of:
This Round’s on Us
Round House
Round Table Discussion
Make the Rounds
Round of applause
Round Off
Well-Rounded
Round the Bend
Go Ten Rounds With ..
Round Robin
Round-up
In the Round
Round Midnight
Ground Round
Round Third and Head for Home
The medically relevant phrase “Daily Rounds” meets the criteria for both a health story headline and for an orange ad, Its new meaning, the what-it-isn’t, is “a round piece of fruit that you consume every day.”
Let’s construct the lead-in. As you recall, the lead-in is “a restatement of the headline.” Will any of the remaining 15 “round” phrases satisfy the criterion?
There are two possibilities that suggest themselves: “Round Up” and “Round Table Discussion.” Here are some suggestions of how to structure them into lead-in(s).
Lead-In(s)
- Round up something fresh and healthy for breakfast this morning.
- Let’s have a round table discussion about healthy breakfast choices.
Note that both lead-in(s) establish the health aspect: an inference from the headline, as well as a preface of the story to come.
What’s left to write is the end of the ad, the wrap-up.
After the headline, it is the most complex portion of the ad to construct, since it must summarize content while giving new meaning to an existing phrase—creating another what-it-isn’t. At the same time, it must give the ad a feeling of completion.
“Make the Rounds,” “Round of Applause,” and “Well Rounded” may work. But they must both pay off the copy, and establish a conclusion for the ad. Here are some suggestions:
Wrap-Up(s)
1. What a delicious way to make the rounds.
2. How about a round of applause for Navel Oranges! 3. What a “well”-rounded way to start the day.
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