1. Part 4: Effective Advertising Messages Chapter 14
Design and Production
Part 4: Effective Advertising Messages
Chapter 14

2. Chapter Outline Chapter Key Points Visual Communication
Print Art Direction
Print Production
Television Art Direction
Broadcast Production
Effective Web Design

3. Key Points Explain how visual impact is created in advertising
List the principles of layout and explain how design is affected by media requirements
Describe how art and color are reproduced
Explain how the art director creates TV commercials
Identify the critical steps in planning and producing broadcast commercials
Summarize the techniques of Web design

4. Visual Communication
Six key reasons for the effective use of visuals in advertising
Grab attention
Stick in memory
Cement belief
Tell interesting stories
Communicate quickly
Anchor associations

5. Visual Communication Visual impact
A picture in a print ad captures more than twice as many readers as a headline does
Initial attention is more likely to turn into sustained interest
The art director
In charge of the visual look of the message
Most difficult challenge is transforming a concept into words and pictures

6. Illustrations and Photos
Print Art Direction
Illustrations and Photos
Photos
The authenticity of photography makes it powerful
Illustrations
Illustrations eliminate many details of a photo
Color
Attracts attention
Provides realism
Establishes moods
Builds brand identity
Spot color

7. Typography
The appearance of the ad’s printed matter in terms of the style and size of typefaces
Fonts
Basic set of letters in a particular typeface
Serif
Sans serif
Justification
Justified type
Flush right
Flush left
Unjustified type
Ragged right
Ragged left

8. Typography Type Measurement Points Picas Legibility
Smallest system of measurement units
Picas
Bigger unit of measurement
Legibility
How easy it is to perceive the letters
Reverse type, all capitals, and surprinting all hinder the reading process

9. Layout and Design Layout Common Ad Layouts Picture window All art
A plan that imposes order and creates an arrangement that is aesthetically pleasing
Common Ad Layouts
Picture window
All art
Panel or grid
Dominant type or all copy
Circus
Nonlinear
Grunge

10. Design Principles Design has both functional and aesthetic needs
Makes the message easy to perceive
Makes it attractive and pleasing to the eye
Common Principles
Direction
Dominance
Unity
White space
Contrast
Balance
Proportion
Simplify, simplify, simplify

11. Layout Stages Thumbnail sketches Rough layouts
Semicomps and comprehensives
Mechanicals

12. Print Production Tips for Designers
Graphics
Size
Colors
Figure/ground
Typography
Product identification
Extensions
Shape
Motion
Different media have different demands on design and production
Newsprint not a good surface for reproducing fine details
Excellent photographic and color reproduction differentiate magazines from newspapers

13. Art Reproduction Line art Halftone Color Reproduction Process colors
Image is solid on a white page
A drawing or illustration
Halftone
Have a range of grey tones between the black and white
Photographs
Color Reproduction
Process colors
Four-color printing
Color separation

14. Printing Processes Letterpress Offset Lithography Rotogravure
Flexography
Silkscreen

15. Printing Processes Digitization
Uses computer technology to break images into tiny grids, coded electronically for tone and color
How computers handle the color reproduction process
Binding and Finishing
Special printing effects used to enhance ads and other printed materials

16. Television Art Direction
Excitement and drama in a television ad are created through the moving images
Visual storytelling is important, even for abstract visual concepts
Video Graphics
Stock footage
Crawl
Morphing

17. Broadcast Production
The producer oversees the production on behalf of the agency and client and is responsible for the budget, among other things
The director takes the art director’s storyboard and makes it come to life on film

18. Producing Commercials
Broadcast Production
Producing Commercials
Animation
Stop motion
Music and action
TV Production Process
Preproduction
The shoot
Postproduction

19. Action and Interaction
Effective Web Design
Web pages should follow the same layout rules as posters
Web pages can combine elements and design styles from many different media
Action and Interaction
Web advertisers are continuing to find ways to make the imagery more engaging
Sites should have clear navigation
Regular site visitors should be able to customize the site