Developing Effective Print Advertisements

Print Advertisments Appear in Newspapers, Magazines, and Direct Mail pieces. Created to Motivate consumers into action. Must be eye-catching and combined to communicate a clear message to target audience.

Main Parts of Print Advertisments Headline: Condensed summary of advertising message, usually in LARGER PRINT. Capture attention, suggest benefits, arouse curiosity, and motivate to read on. Copy: Words in an ad. Written CLEARLY to help understand message. Best if: Short, simple and concise. More readable if Conversational tone. Tries to get reader to ACT!! Illustration: Visual part of the advertisement; shown with photos or artwork. Shows fashion message or new trend being advertised. Often shows product features, with product actually being worn with accessories to sell complete look.

Main Parts of Print Advertisement, cont. Logo & (or) Slogan: Company’s distinctive signature, motif, or marketing phrase that appears in all advertisements or that company. It identifies the firm. White Space: the EMPTY SPACE that has NO copy or illustration. It may not be white. It gives emphasis to other parts of the ad by letting them stand out. Lots of white space w/a small amount of copy and one beautiful photo often suggest quality and prestige. Cluttered ads w/very little white space, suggest low price or discount image. Layout: How all elements of the ad are put together. Designed to gain consumers attention, then guide them through all parts of the ad to adsorb the message and meaning. Repetition of ad layout over long period of time helps to create a strong identity of sponsoring company.

CHANEL

NIKE

NORDSTROM

WALMART

MAYBELLINE

JCPENNY