Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1 Design and Production Part 4: Effective Advertising Messages Chapter 14

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-2 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

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice3 Introduction to Advertising CA2004

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-4 Outline What & Why Visual Communication? Visual Elements of Print Media Art Direction for Print ad Art Direction for TVC

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-5 I. Functions of Visual 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

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-6 Visual Communication Six key reasons for the effective use of visuals in advertising 1.Grab attention 2.Stick in memory 3.Cement belief 4.Tell interesting stories 5.Communicate quickly 6.Anchor associations

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-7 Print Art Direction Print ad tools kits or visual elements ART: Photos, Illustrations, Clip art Colors Typography Art Director: - visual look - Transfer the concept  picture+word

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-8 Visual Elements: Art Art: - Photos The authenticity of photography makes it powerful Realistic, Creditability pic Illustrations Illustrations eliminate many details of a photo Fanciful, Abstract - Clip art: collections of copyright-free art pic.3-4

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-9 Visual Elements: colors ColorColor Attention: ads w/ color gain more attention e.g. black & white VS color -Realism:color adds realism e.g. flowers, food -Mood: color is powerful at establishing mood * - warm, - happiness cool,calm,sophisticated - Brand association/brand identity e.g. Bay, Heineken, Axe

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-10 Visual Elements : Typography 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: A –Sans serif: A Justification: the way the lines align at the end Justified : left & right margins are equal Flush right:right aligned text Flush left:left aligned text Center (ex. on p. 393, box B) pic 5-7 Type Measurement Points: size Smallest system of measurement units Picas : width and length of column Bigger unit of measurement Legibility How easy it is to perceive the letters Reverse type, All capitals Etc.

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-11 The Art of Typefaces

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-12 Print Art Direction Visual elements Photos, Illustrations, Clip art Colors Typography Layout = A plan that imposes order and creates an arrangement that is aesthetically pleasing pic8-11 1)picture+wording 2) Only picture 3) Only wording

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-13 TIPS: how to design the print ad CONTRAST: is important. The white background makes your ad clearer and more easily to be understood Balancing Act: If one side is heavy on type, place a large scale logo or graphics on the other side Picture this: the picture should take up a quarter of the ad space Follow the reader: Most reader reads ad in a kind of reverse “S” shape Call to action: don’t forget the main purpose of the ad is to SELL e.g. call to action, address of co., contact no.

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice14 End of the Lesson