What is a smaller headline in an ad that conveys information using short words?

A smaller headline in an advertisement that conveys information using short words is best described as a subhead. Subheads are typically used to provide additional context or detail that supports the main headline. They are effective in breaking up text, making the advertisement more readable, and guiding the reader's attention to key points.

Subheads serve to elaborate on the main idea presented in the headline and can highlight specific benefits or features that might interest potential customers. By using shorter words and concise phrases, subheads ensure that important information is communicated quickly and clearly, which is critical in an advertising context where capturing attention is paramount.

The other terms refer to different elements of advertising language. A caption usually accompanies images and provides descriptive information about them, while a tagline is a memorable phrase used consistently across campaigns to reinforce brand identity. A lead refers to the opening of a piece of writing, often in journalism, designed to grab attention and summarize the main point. However, none of these fulfill the same role as a subhead in the context of providing concise supplementary information in an advertisement.