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Textsorten der Werbung 1

In: Wirkstoff Werbetext

Author

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  • Albert Heiser

    (Creative Game)

Abstract

Zusammenfassung Gute Struktur verbessert jeden Werbetext. Kein Leser kämpft sich gerne durch Bleiwüsten. Nicht in Print und schon gar nicht online. Gute Struktur bedeutet, dass alle Textstellen ausgefüllt werden. Jedes Strukturmerkmal hat andere Funktionen und diese decken wir jetzt auf. Wir widmen uns zunächst den kurzen Textsorten und vertiefen das Finden von Headlines. Danach gehen wir auf Subheadline, Zwischenüberschrift, Bildunterschrift, Claim, Slogan und Call-to-Action ein. DIE bessere Headline gibt es sowieso nicht. Es gibt hundert bessere, und wir können sie schreiben. Wir wollen alle Tricks kennenlernen. Mit jedem neuen Unterpunkt öffnet sich jetzt eine neue Option für Text. Sie werden sehen, dass die Textperlen geradezu aus Ihnen herauspurzeln.

Suggested Citation

  • Albert Heiser, 2022. "Textsorten der Werbung 1," Springer Books, in: Wirkstoff Werbetext, edition 2, chapter 9, pages 101-128, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-37159-3_9
    DOI: 10.1007/978-3-658-37159-3_9
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