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Headlines aim to generate interest about one aspect of an organization in a single succinct sentence.
by Andy Attiliis
A themeline, or tagline as it is also called, must relate to the purpose of an entire entity in even shorter order. The shorter the better, because its goal is to be memorable. Once digested, just a bit of meaningful memory about a company's mission can stimulate the mind to remember much more.
Anticipation of possible future developments is key to long and successful themeline life. A phrase can't be so specific that obsoletion may be just around the corner. Instead, it must address the uniqueness of the generalities that characterize a company. Intensity of spirit, quality of product and extensiveness of service are some of the attributes that can be infused into themeline writing.
Writers long to find the word combo that delivers a double meaning. Since the more we can get out of the least number of words the better, this strategy often produces the most successful lines. Alliteration is another worthy ambition for a themeline. Simply through the rhyming of a word duo can valuable memorability be realized. Then, there are those meaningful lines that have done pretty well just because their nice and simple. Lines like, "Things go better with Coke".
Andy Attiliis has served as art director for three advertising agencies. Since becoming an independent professional in 1981, he has been hired by nearly every type of business organization. With focused concentration on improving the continuity of a message’s concept and quality, he has often performed multiple creative functions on a single project. His additional experience as a creative director, designer, illustrator and writer have made him an extremely efficient single source art director/creative provider. The kinds of communications for which he has provided art direction range from ads to newsletters, brandings to Web sites.
Copyright 2001 Andy Attiliis. All rights reserved.