1. Design and Production Advertising Principles and Practices

2. Curiously Strong Advertising \ Altoids depicted extreme flavor with amusing, self-deprecating ads featuring wacky images and short headlines. Sales grew by 60% in the 12 markets where the campaign was focused. Ad Age calls the Curiously Strong campaign “one of the most awarded and successful campaigns in the last 12 years.” 14-2Prentice Hall, © 2009

3. 14-3 Using Visuals Effectively Grab attention Stick in memory Cement belief Tell interesting stories Communicate quickly Anchor associations

4. Prentice Hall, © 200914-4 Using Visuals Effectively An intriguing idea grabs attention and sticks in memory. A picture in a print ad captures more than twice as many readers as a headline does. People remember ads with pictures more than those with just type. Principle: The visual’s primary function in an advertisement is to get attention.

5. Prentice Hall, © 200914-5 Other Purposes of Visuals Visual storytelling—the visual sets up the narrative and tell the story. Brand image — the brand must be consistently represented. –A logo graphically identifies a brand or company.

6. Prentice Hall, © 200914-6 Designers Toolkit: Photos Photography’s authenticity makes it powerful, more realistic. –“John West” is a British canned fish –Ernest Hemingway Collection is a line of Thomasville furniture Photos add credibility. Photos are realistic. Use is determined by strategy.

7. Prentice Hall, © 200914-7 Designer’s Toolkit: Illustration Illustration eliminates the details of a photo and focuses on the “highlights” of the image. Can also simplify the message and focus on key details. Illustration is more fanciful. Use is determined by strategy.

8. Prentice Hall, © 200914-8 Designer’s Toolkit: Color Color can attract attention, provide realism, and establish moods, and build brand identity. Lack of color—black and white—can add dignity and sophistication. Spot color—added to black to accent or highlight certain elements.

9. Prentice Hall, © 200914-9 Designer’s Toolkit: Type Typography refers to the appearance of the ad’s printed matter. –Typeface or font –Capitalization –Variations in shape –Column width –Size of type –Legibility Principle: Type has a functional role in the way it presents the letters in words so they can be easily read; but it also has an aesthetic role and can contribute to the meaning of the message through its design.

10. Prentice Hall, © 200914-10 The Art of Typefaces

11. Prentice Hall, © 200914-11 Print Layout A plan that imposes order and creates an arrangement that is aesthetically pleasing. Picture Window All Art Panel or Grid Dominant Type/ All Copy Nonlinear Grunge

12. Prentice Hall, © 200914-12 Layout Stages Thumbnail SketchesRough Layout Semicomps Mechanicals Comprehensives Final High-Resolution Film

13. Prentice Hall, © 200914-13 Print Media Requirements Different media have different design and production demands. Newsprint is printed on high speed, inexpensive, rough-surfaced spongy paper. Magazines offers better reproduction than newspapers. Yellow Pages ads must stand out in a cluttered environment, but contain useful information.

14. Prentice Hall, © 200914-14 Creating Effective Outdoor Graphics—eye stopping Size—images are huge Colors—bold, bright, contrasting Figure/ground—keep it simple Typography—simple, clean, legible Product ID — make label or package large Extensions — go beyond the frame Shape — use 3D Motion — use movable parts, or revolving panels

15. Prentice Hall, © 200914-15 Print Art Reproduction Line art is an image with solid lines on white paper. A halftone is an image with a range of gray tones. Printers create the illusion of a halftone by shooting a photo through a screen to create a dot pattern. Screens are also used to create tint blocks or percentages of black or color.

16. Prentice Hall, © 200914-16 Process colors (magenta, cyan, yellow, black) are used in the four-color printing process. Color separation is a process by which a printer reduces or “separates” to four negatives for each of the four colors. Color Reproduction

17. Prentice Hall, © 200914-17 Filming and Editing Copywriter—writes the script, even if there are no words. Art Director—in TV, develops the storyboard and establishes the look of the commercial, whether realistic, stylized, or fanciful. Producer (can be an agency staff member)—handles production including bidding, all arrangements, specialists, casting talent, and budget. Director—responsible for filming/taping, including scene length, action, how lines are spoken and characters played; in TV determines camera set up and records the flow of action. Composer—writes original music and sometimes lyrics, too. Arranger—orchestrates music for the various instruments and voices to make it fit a scene or copy line. Editor—assembles all the pieces including audio, dialogue, and footage.

18. Prentice Hall, © 200914-18 Producing TV Commercials Animation –Used to create characters like the GEICO gecko –With computer animation, images appear real Stop motion –Used in claymation or to make other inanimate objects appear to move Music and action –Should match music to action; can be used to get attention, set a mood, or stick in memory

19. Prentice Hall, © 200914-19 Television Production Process Preproduction –Production notes; preproduction meeting; find talent, location, props, costumes The Shoot –Recording the action; technicians include camera operator, gaffer, grip; record music, sound effects, voices; graphics Postproduction –The editor assembles the pieces to match the storyboard;

20. Prentice Hall, © 200914-20 Effective Web Design Web pages, especially first screens, should follow the same layout rules as posters. –Graphics should be attention-getting but quickly downloadable –Type should be simple; avoid all caps –Use high-contrast colors Web pages can combine elements and design styles from many different media including print, still photography, film, animation, sound, games. Web designers use many tools including animation, complex navigation paths, and sophisticated design software

21. Prentice Hall, © 200914-21 Action and Interaction Action and Interaction Web advertisers are continuing to find ways to make the imagery more engaging. –www.climbmeru.com Sites should have clear navigation. –Users should be able to easily move through the site and find what they want. Regular site visitors should be able to customize the site. Minicomputers, PDAs, and cell phones present new opportunities and challenges for businesses to display products on the small screen.

22. Prentice Hall, © 200914-22 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall