Headline writing is an ART

Source: https://www.adsoftheworld.com/media/print/mcdonalds_fish_bowl

Direct benefit claims

Fresh Filet, Filet-O-FIsh

There is a fish lives in the burger, it means the fillet in the burger is extremely fresh. Every consumer likes to eat fresh fish for sure. Thus, Fresh Filet, Filet-O-Fish show the benefit directly to the customer.

Curiosity

Grab a burger from the ocean

The advertisement show a fish that swim in the fish tank, but think different is a point to attract people. So, I imagery it like an ocean. That’s mean the the filet is as fresh as the fish that just grab from the ocean. Thus, “ Grab a burger from the ocean” arouse the curiosity of people.

Horn blowing

Fish is swimming in your burger

Fish definitely cannot swim in the burger, but it mean that the filet is very fresh. Fish is swimming in your burger is exaggerating but it can arouse the desire of people to have a try.

Question

Have you tasted the flavour of the ocean? Grab one Filet-O-FIsh.

The image of the advertisement seem like an ocean with a fish swimming in it. In order to arouse the desire of people, the question must arouse the curiosity of them. People haven’t taste ocean before, so this question arouse the curiosity of them. Then, provide a product, Filet-O-Fish quickly can stimulate the imagination of people.

Quotation

The taste of ocean. Filet-O-Fish

The advertisement promotes that Filet-O-Fish is very fresh. Thus, the taste of ocean no only promote the freshness, also stimulate the curiosity of people.

Article by: Choong Lerxin