Typography, Headlines and Infographics

(^396) PRODUCING THE NEWS

1. Discuss the following scenario, which actually occurred at East High
   School in Lincoln, Nebraska. A local bookstore contacts your publi-
   cation about buying an advertisement. The bookstore carries books
   about the occult and gay and lesbian lifestyles. The advertisement
   features the words wiccan (a religion whose followers, witches and
   warlocks, praise the earth) and gay and lesbian. A parent offers to
   write a check to the publication for the amount the ad would have
   cost. The parent has threatened to organize an advertising boycott
   of your publication if the staff refuses the parent’s check runs the ad
   anyway. What should you do?


2. An ad in the 1980s showed eggs frying in a pan as the announcer
   warned, “This is your brain on drugs.” A study of elementary school-
   children showed an unexpected effect of this campaign: many chil-
   dren were afraid of eggs. Although this example is relatively harm-
   less, do you believe that the media has a responsibility to consider
   the possible effects of all ads? If so, how would you balance that
   responsibility with an advertiser’s freedom of speech?

For years, columnist William Safire presented the Bloopie Awards. These

awards “dishonored” advertising copywriters for playing fast and loose

with the English language. Study some of the award winners listed here.

Try to find the flaws.

“Tomorrow night, someone could win

six million of dollars.” (From an ad for the

New York State lotto)

“When today’s 30 year-olds retire,

there will be less than two workers

per beneficiary.” (From an ad for

Twentieth Century Mutual Funds)

“How to make a room smell like the

windows are always open.” (From an

ad for Windex)

“Ever wish there was a team of you... ?”

(From an ad for Whirlpool)

Chapter Review

Journalism Online

Chapter Review For additional resources, practice, and assessment,

go to glencoe.com and enter QuickPass code JM7824c17.

Show that you know the meanings of the following key terms by correctly using them in complete sen-

tences. Write your answers on a separate sheet of paper.

advertising

appeal

account

executive

copywriter

body copy

logo

slogan

picture-window

format

copy-heavy

format

tool line

type-specimen

format

circus format

multipanel

format

cost analysis

mock-up ad;

spec ad

tearsheet

Open Forum

Finding the Flaw