1 Design and Production Matakuliah: G0492 / English for Advertising Tahun:2005/2006.

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Presentation transcript:

1 Design and Production Matakuliah: G0492 / English for Advertising Tahun:2005/2006

2 Basic Decisions Photo or illustration Color or Black and white Medium Computer Graphics Composition

3 Principles of Design Balance Proportion Order Unity Emphasis

4 The Importance of Visual Clutter busting Visuals and the future Visuals and global advertising The European influence

5 The Function of visuals Get attention Anchor an image in memory Maintain interest Establish a mood Demonstrate product features Depict situations and setting Establish a product personality Associate the product with certain symbols and lifestyle Overcome time and distance Bring inaccessible processes such as historical events or microscopic changes to the audiences.

6 Photo Realism Art for fantasy Technical illustration

7 Illustration Purpose To attract attention to make the brand heroic to communicate product features or benefits to create a mood to stimulate reading of the body copy to create the desired social context

8 Illustration Components Size Color Medium

9 Composition Planes Rule of thirds Framing Scale Leading lines Lighting and shadows Cameral angles The scene

10 Color The color wheel Color composition Color Symbolism

11 Objectives of Color use Attention Emphasis an important element Touch emotions Color coding information to help with identification and recognition

12 Typography in Print Production Categories of Type Type Measurement Readability

13 Layout A drawing or digital rendering of a proposed print advertisement, showing where all the elements in the ad are positioned.

14 Types of Layout Picture window All art Panel or grid Dominant type or all copy Nonlinear Grunge

15 Stages of Layout Development Thumbnails Rough Layout Comprehensive Mechanicals

16 Printing Processes Letterpress Offset lithography Gravure Flexography Electronic, laser, and inkjet

17 Printing Production Art Reproduction Color Reproduction Binding and Finishing Digitization

18 The Production Process in Television Advertising Preproduction Production Postproduction

19 Production Options in Television Advertising Film Videotape Digital Video Live production Animation Still production

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