What is the fundamental purpose of a headline in print advertising?

The fundamental purpose of a headline in print advertising is to attract attention. A headline serves as the first point of engagement with the audience and is crucial in capturing interest quickly. In a world saturated with ads, a compelling headline can be the difference between a potential customer reading on and moving past the advertisement.

Headlines are designed to be eye-catching and often create curiosity, encouraging the reader to explore more about the product or service being advertised. Effective headlines can provoke emotion, present a unique selling proposition, or pose a question that resonates with the target audience's needs or desires.

While detailed information, product features, and company missions are important in the overall messaging of an advertisement, they typically come into play in the body copy or supporting materials. The primary role of the headline is to initiate interest, driving readers to delve further into the advertisement to discover more.