1. Creating the Print Ad
Design #2

2. Parts of an ad
Artwork-photographs, drawings, graphic elements of any sort including borders
Titles or headlines- includes slogans, can be main element or secondary to visual. Can have sub headlines
Body or copy- depends on how much information you need to give. Medical needs disclaimers. Decide between bullets, paragraphs (newspaper style), how its going to surround the other elements of the ad or blend in.
Contact or signature- logo, name, address, phone, directions, website

3. Layout There are no rules to advertising
David Ogilvy- best working layout
Innovative copy and headlines
Ogilvy list of rules
Simplicity
Examples
People see ads generally in this manor
Advertising is constantly changing, there are some suggestions to make an ad more effective
Considered the father of advertising 1962
David Ogilvy- photo top to caption to copy to logo in bottom right, last thing reader sees
“succesful advertising sells the product without drawing attention to itself. It riverts the consumer’s attention to the product.”
Died in 1999
If intersted people will go back to the rest of the copy, first sentence is most important, no more than 50 words
Illustration
headline
1st line of copy
logo

4. Words and Visuals People recall concepts, not details
Concept is made by detail that flows
Making the mental picture, layout
Where do I get an idea?
Decide what is most important
How do I attract attention?
Don’t use imagery that does not support the product
Details: words, type style, photography, layout
idea_packing-shape color, label, material
how is the product made, its history
what happens with the product
products old advertising?
You cant tell what creative attributes work best because they aren’t scientific. Its about attracting the right attention

5. Image/ Illustration 8% of top scoring ads have image
Picture can be worth 1000 words
Has to support the words as well
Bleeding- allowing the image to go to the edge
No border, gives sense of freedom
Photography vs. illustration
Layout comes before image
Level of visual attentivness changes around the world
Photography can be expensive and complicated to match colors, illustration is comparatively cheap but doesn’t have the same impact
Istock
illustration
photography

6. Headlines Most important part, 1st read 4 Types of headlines
Should be san-serif, short, non caps
Should be an invitation & contain an action verb
Should be somewhat informative
4 Types of headlines
New benefit
Existing benefit
Curiosity-invoking, provocative, outrageous
Selective
Can be short or long as long as the idea gets across
Sub-headline- tells the rest of the story
If the headline doesn’t capture then the rest will go unread
New benefit- something new and exciting about the product ‘nothing corners like a mini’
Existing benefit- can’t always be something new, reiterate something reacurring “take clear control, take claritin”
Curiosity- something that grabs your attention ‘live fast, die a senior citizen”
Selective- personal, obviously aimed at a certain group “mastercard”

7. Copy Purpose is to amplify what the headline promised
Factual approach- products advantages
Imaginative approach- saying a familiar thing in an unexpected way
Emotional approach- copy continues the emotional appeal from image, can be dangerous
Slogans-sums up the theme for the product’s benefits in an easy to remember short message
Facts can be interpreted differently, glass half empty vs half full
Imaginative- visuals can complete the copy, Dow closing the gap
Emotions- works well for low involveement goods, jewlery, for high involvement emotions must mesh with the brand (automobiles)
Print examples
Copywriting

8. Basic Design Principles
Unity- everything flows together, same concept
Harmony- elements of layout must be compatible
Sequence- order of reading, “Z” “S” paths
Emphasis- where the stress is
Contrast- alter colors, fonts & shapes
Balance- Formal & informal, giving a natural look
Color- more noticeable than BW, have different meanings
White space- helps with emphasis, kept outside
Harmony- choose elements that go together, ex. Clothes
Sequence- left to right, top to bottom for US, may differ
Emphasis- cant be emphasized everywhere, think language
Balance- formal- symmetry, conservative. informal- circular from center
Show examples from oligary
degraeve

9. Preparing the layout Produce at least 20 thumbnail sketches
Choose the best combination
Create at least 5 rough layouts
Equivalent size of the ad, more detail
First draw then computer
After every one step back and edit
Mechanical layout
Bleeding
Color
resolution
Mechanical- technical aspects, bleeding, checking color
pixels