Understanding Advertisements AIDA Principle of Press Advertisements How to Write a Great Advert By Warren Brown This remarkable principle is used for selling products or services through the medium of press advertisements AIDA stands for Attention, Interest, Desire and Action An advertisement must have these essential ingredients Attention: The headline of the advertisement must catch the attention of the reader Interest: The advertisement should arouse the interest of the reader making them want to know more The illustration and the opening sentence should generate interest in the mind of the reader Desire: The readers must have a desire to obtain the product or the service This is contained in the main body of the advertisement Action: The readers are asked to act on what they have read in the advertisement In this section of the advert the readers are told as to how they can buy the product or the service What does AIDA stand for? Look at the advert below How does it use the AIDA – principle? • A: • I: • D: • A Create your own advert  Choose a product  Think about the target group  Draw a sketch of your advertisement  Invent a catch phrase (see transparency)  Present your advert in front of the class You can work with a partner