3. SCC Advertising Program Headline (6 marks)
Create one headline for an article about the SCC Advertising Program, targeted to local graduating high school students.
You must provide:
a) The headline
b) An explanation of the information missing from the instructions
c) A detailed justification for your headline choice based on course concepts
How You Can Make 107K A Year After Graduating This Course
The question I derived from the goal and the audience was ‘what are highschool grads looking for after college’ and a few answers came to mind but the most obvious was a job, but not just any job. They are looking for success and prosperity.
The headline focuses on creating curiosity, develops an emotional pull while still being relevant to the target audience. It creates curiosity by promising a solution to a relevant problem for the target audience, that being what course would get me the best job after college. I also decided not to directly mention the name of the course and instead create intrigue by giving the reader just enough relevant information to get them to click and learn more. I used the number 107k because not only is it a relevant number for a highschooler looking for a high paying job but by using a specific number it creates a sense of trust and authority. The number feels like a stat or even more realistic and less boring by adding that 7 at the end, instead of just saying 100k. Another factor would be that 107k looks bigger than 100k even though the difference is only 7 thousand dollars. I focused on making the headline clear to avoid having the reader think too much. The one thing I want them to think is ‘What course would this be?’ thus creating an incentive to want to click and learn more about the possibility. The headline is a lot like a carrot on a stick that leads the reader to a certain point.
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