1. 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 

6 or 7 reasons to join the St CLair College Advertising Program.

b) An explanation of the information missing from the instructions 

The information missing from the instructions is a few things. While we know the audience, we don’t necessarily know what the intent or the goal is. Is it to increase applicants? Is it to build awareness about the program? Is it to tell the audience what is unique about the program? We don’t really know which is what makes crafting a headline difficult. If we had the content within the article, it would be much easier to craft a headline related to that content. For example, if the article intends to increase applicants to the advertising program, we could make a headline about the percentage of graduates who work in the advertising industry. Since we don’t know that, we have to keep it general.

c) A detailed justification for your headline choice based on course concepts 

The first thing I did when crafting the headline was to include the program name, obviously, if we don’t have that, nobody will know what we are talking about. It links the name of the program to build awareness and to set a tone for the rest of the content. Secondly, we talked about the use of an odd number and how human brains like odd numbers; in this headline, I did a little bit of a play on it. This article is targeted towards local graduating high school students, or another way we can classify them is as members of Gen Z. The use of the 6 7 will hit home with Gen Z and catch their attention. I think it also communicates that advertising and our program aren’t dying and that we keep up with current trends within culture, social trends, and the state of the world. In fact, we are probably some of the most culturally and socially aware people because the job demands that of us.