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| Author: | Howard, D. J. Barry, T. E. |
| Title: | The prevalence of question use in print advertising : headline strategies. |
| Journal: | Journal of Advertising Research
1988 : AUG-SEP, VOL. 28:4, p. 18-25 |
| Index terms: | NEWSPAPER ADVERTISING ADVERTISING EFFECTIVENESS |
| Language: | eng |
| Abstract: | According to a survey, more than 20% of full-page or larger advertisements contain a question, including 5.7% that present headlines in question form. A question headline is believed to capture the reader's attention, to stimulate curiosity. It is worth examining different question strategies since headlines are often the only portion of a print that is read. Questions can be important tools by which we regulate the interface between people and information |
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