Copy, the verbal portion of advertising, is used to move readers through a persuasive sequence called AIDA: attention, interest, desire and action . To achieve this, some copywriters have adopted guidelines for developing advertising copy.

Select a print ad and identify how it:

1) Identifies a specific problem,

2) Recommends the product as the best solution to the problem,

3) States the products advantages and benefits,

4) Substantiates the ads claims, and

5) Asks the reader to take action.