If you look at all the elements of an advertisement as a series of tuning forks that must resonate with your reader, you’ve got a valuable picture of the dynamics that take place during the selling process. One tuning fork might be the headline, another might be the picture, another might be the caption, and on to the first sentence and through the copy to the final offer. In a print ad, the vibrations must be conveyed through the elements in the advertisement.
