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• Classic-Fiction

7.5. Tone

7.6. Word selection

7.7. Wordplay

7.8. Metaphors and figures of speech

7.9. Simplicity

7.10. Informative illustrations

7.11. Informative color

7.12. Ad consistency

7.13. Disclaimers and corrective advertising

8. Attention

8.1. Alert the target market

8.2. Campaign consistency

8.3. Campaign contrast

8.4. Slogans

8.5. Brand identifiers

8.6. Attractive visuals

8.7. Color for attention

8.8. Humor

8.9. Sex

8.10. Models

8.11. Technical quality

Media-specific tactics

9. Still media

9.1. Headline

9.2. Pictures

9.3. Text

9.4. Structure of body text

9.5. Typeface

9.6. Layout

10. Motion media

10.1. Scenes

10.2. Voices

10.3. Music and sound

10.4. Pace