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

You are intentionally not being told what questions to ask.

“The SCC Advertising Program: Why Students are choosing the program of the Future”

When reading the instructions on the SCC Advertising Program Headline, it lacks valuable information that would engage high school students to enroll in the program. These factors include career opportunities and workshops, employment rate, and industry connections. Due to this, its key that the headline communicates why it is different then most programs and what the program has to offer. I decided to include the phrase “program of the future” because it fills the curiosity gap where high school students are more likely to engage and click on the headline to see what the program has to offer. When I was in high school looking at different programs, I was unsure what I wanted to do, and where I saw myself excelling. I considered important factors such as relevance, day to day skills, employment rate, and education timeline when it came to enrolling into this program. As discussed in class, what makes a headline effective is relevance, clarity, curiosity, and trust. The headline is clear and not misleading or overly exaggerated and is not clickbaited. Using curiosity in the headline encourages readers to learn more on why students are choosing this program and what it can offer. Lastly, the headline is rather relevant as many high school students are worried about their futures and whether or not they are choosing a career that’s meant for them.