Headline

Die Headline (Schlagzeile) ist grundlegender Bestandteil und Aufhänger einer Anzeige. Sie wird häufig durch eine Unterüberschrift (Subheadline) ergänzt.

Die Headline versucht durch zielgruppengerichtete Sprache, Wortspiele oder Verfremdung die Aufmerksamkeit der Rezipienten zu erregen und vermittelt häufig auch die Hauptbotschaft.

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