Advertisng Design & Principles

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ADVERTISNG DESIGN

&

PRINCIPLES

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UNIT 1-ADVERTISING DESIGN & PRINCIPLES

3-46

Unit Objectives, Introduction, Appeals of an Advertisement, Making an Advertisement, Unit Objectives, Introduction, Appeals of an Advertisement, Making an Advertisement, Advertising Designs, Background of Making an Advertisement, Functions of layout, Advertising Designs, Background of Making an Advertisement, Functions of layout, Layout Steps, Layout and Design, Type of Designs, Principles of Good

Layout Steps, Layout and Design, Type of Designs, Principles of Good Advertisement,Advertisement, Regulation of an Advertisement, Summary, Questions and Answers,

Regulation of an Advertisement, Summary, Questions and Answers, Further Reading

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UNIT 1-ADVERTISING DESIGN

& PRINCIPLES

Structure Structure 1.0 Unit Objectives 1.0 Unit Objectives 1.1 Introduction 1.1 Introduction 1.2 Appeals of an Advertisement 1.2 Appeals of an Advertisement 1.3 Making an Advertisement 1.3 Making an Advertisement 1.4 Advertising Designs 1.4 Advertising Designs

1.5 Background of Making an Advertisement 1.5 Background of Making an Advertisement 1.6 Functions of layout

1.6 Functions of layout 1.7 Layout Steps

1.7 Layout Steps

1.8 Layout and Design 1.8 Layout and Design 1.9 Type of Designs 1.9 Type of Designs

1.10 Principles of Good Advertisement 1.10 Principles of Good Advertisement 1.11 Regulation of an Advertisement 1.11 Regulation of an Advertisement 1.12 Summary

1.12 Summary

1.13 Questions and Answers 1.13 Questions and Answers 1.14 Further Reading

1.14 Further Reading

1.0 1.0 UNIT

UNIT OBJEC

OBJECTIVE

TIVES

S

•

• To understand the meaning and making of To understand the meaning and making of an Advertisementan Advertisement •

• To know the significance of layout steps in AdvertisementTo know the significance of layout steps in Advertisement

making making

•

• To know the principles and steps of To know the principles and steps of layout in Advertisinglayout in Advertising •

• To understand the role of layout and To understand the role of layout and design in Advertisingdesign in Advertising •

• To discuss the appeals of To discuss the appeals of an Advertisementan Advertisement •

• To learn the principles of good AdvertisingTo learn the principles of good Advertising •

• TTo o uunnddeerrssttaannd d tthhe e iimmppoorrttaanncce e oof f RReegguullaattiioon n oof f aann

Advertisement Advertisement

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1.1 1.1 INTRODUCTI

INTRODUCTION

ON

Advertising is ‘

Advertising is ‘The dissemination of information concerning an idea, service The dissemination of information concerning an idea, service oror product to compel action in accordance with the interest of the

product to compel action in accordance with the interest of the advertiser’.advertiser’. This definition tells us about advertising being a kind of communication about a This definition tells us about advertising being a kind of communication about a product, service, or idea, and is being goal-oriented. However, it does not include product, service, or idea, and is being goal-oriented. However, it does not include

many important aspects of advertising. many important aspects of advertising. Th

Thuus, s, AAddvevertrtisisining g cacan n bbe e bebest st ddefefinined ed asas:: ‘a‘any ny papaid id fofor r nonon-n-pepersrsononalal comm

communicunication ation used used with with perspersuasiuasive ve inteintent nt by by idenidentifitified ed sponsponsors sors thouthoughgh various media to promote goods, services and ideas, etc.’

various media to promote goods, services and ideas, etc.’ Today advertising is a part of our everyday life.

Today advertising is a part of our everyday life. It is all around us. We cannotIt is all around us. We cannot escape looking at it or listening to it. Even if we are not consciously looking at it or escape looking at it or listening to it. Even if we are not consciously looking at it or listening to it, the message of advertising reaches and influences us. It is often listening to it, the message of advertising reaches and influences us. It is often recorded somewhere at the back of our minds and is recalled when we are buying recorded somewhere at the back of our minds and is recalled when we are buying something or looking for a particular service.

something or looking for a particular service.

From morning to night, we are using advertised goods and services. We start the From morning to night, we are using advertised goods and services. We start the morning with a cup of tea or coffee, use toothpaste and toothbrush on our teeth, at morning with a cup of tea or coffee, use toothpaste and toothbrush on our teeth, at br

breakeakfasfast t we we havhave e brebread, ad, butbutterter, , etcetc. . our our woworkprkplaclace e is is alsalso o fulfull l of of macmachinhines,es, computers, etc which are the advertised goods.

computers, etc which are the advertised goods.

1.2 APPEALS OF

1.2 APPEALS OF AN ADVERTISEMENT

AN ADVERTISEMENT

Appeal, in advertisements, is anything that motivates a person to action. Human Appeal, in advertisements, is anything that motivates a person to action. Human beings are called bundles of wants. A human being is a strange mix of hopes, beings are called bundles of wants. A human being is a strange mix of hopes, ambitions, needs, interests, goals, etc. All these things work as motivating factors. ambitions, needs, interests, goals, etc. All these things work as motivating factors. These are also called

These are also called motives.motives. Various advertisements try to appeal to some of Various advertisements try to appeal to some of these manifold motives that force people to take action.

these manifold motives that force people to take action. An advertising appeal isAn advertising appeal is nothing but a promise of a benefit the advertised product will provide to the nothing but a promise of a benefit the advertised product will provide to the buyer.

buyer. For example, the possible promises or appeals for a home appliance couldFor example, the possible promises or appeals for a home appliance could b

be e - - cocomfomfort, rt, coconvnvenenieiencnce, e, ececononomomy y of of ininststalallalatitionon, , ececononomomy, y, clcleaeanlnlininesess,s, depe

dependabindability lity and and duradurabilitbility, y, safetysafety, , multimultiple ple operaoperationstions, , many many varied features,varied features, trouble free operation and smart look.

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Advertising appeal refers to the basis or approach used in the advertisement to Advertising appeal refers to the basis or approach used in the advertisement to attract the attention or interest of consumers and/or to influence their feelings attract the attention or interest of consumers and/or to influence their feelings toward the product, service, idea, or cause. Advertising appeals can be broken toward the product, service, idea, or cause. Advertising appeals can be broken do

down wn ininto to twtwo o cacatetegogoririeses--infinforormatmationional/al/raratiotional nal appappealeals s (ha(hard rd sesell) ll) anandd emotional appeals (soft sell).

emotional appeals (soft sell). Informatio

Informational/Rational Appeals (Hard nal/Rational Appeals (Hard Sell)Sell)

These appeals focus on the consumer’s practical or functional need for the product These appeals focus on the consumer’s practical or functional need for the product or service and emphasize features of a product or service and/or the benefits or or service and emphasize features of a product or service and/or the benefits or reasons for using or owning a particular brand. Many rational motives can be used reasons for using or owning a particular brand. Many rational motives can be used as the basis for

as the basis for advertising appeals, including comfort, convenience, and economy.advertising appeals, including comfort, convenience, and economy. Emotional Appeals (Soft Sell)

Emotional Appeals (Soft Sell) The

These se appappealeals s use an use an emoemotiotional messanal message ge and are and are desdesignigned ed aroaround an und an imaimagege intended to touch the heart and create a response based on feelings and attitudes. intended to touch the heart and create a response based on feelings and attitudes. Advertisers can use emotional appeals in many ways in their creative strategy. Advertisers can use emotional appeals in many ways in their creative strategy. Humor and sex appeals, or other types of appeals that are very entertaining, upbeat, Humor and sex appeals, or other types of appeals that are very entertaining, upbeat, and/or exciting, affect the emotions of consumers and put them in a favorable and/or exciting, affect the emotions of consumers and put them in a favorable frame of mind. Fear

frame of mind. Fear appeals can be equally dramatic in arousing emotions but haveappeals can be equally dramatic in arousing emotions but have an opposite effect on the viewer’s frame of mind.

an opposite effect on the viewer’s frame of mind. Humo

Humor r appeappeals:als: conconsumsumers ers havhave e hishistortoricaically lly givgiven en highigh h ratratingings s to to humhumoroorousus advertising. The advertisement attempts to persuade by invoking feelings of good advertising. The advertisement attempts to persuade by invoking feelings of good humor and laughter. Often the ad takes the form of a cleverly worded or humorous humor and laughter. Often the ad takes the form of a cleverly worded or humorous slogan. The fallacy of Appeal to Humor exploits our natural response to bravely slogan. The fallacy of Appeal to Humor exploits our natural response to bravely spoken truth. The fallacy presumes that any view that can be expressed in a way spoken truth. The fallacy presumes that any view that can be expressed in a way that elicits laughter must be true. However, we actually laugh for many reasons, that elicits laughter must be true. However, we actually laugh for many reasons, only one of which is the recognition of the truth of the sentiment expressed. We only one of which is the recognition of the truth of the sentiment expressed. We may also laugh at a slogan because it is cleverly worded. We may laugh only may also laugh at a slogan because it is cleverly worded. We may laugh only b

bececauause se evevereryoyone ne ararouound nd us us is is lalaugughihingng. . We We lalaugugh h at at slslapapststicick k huhumomor. r. AnAn argument mimics our response to bravely spoken truth when it gets us to laugh for argument mimics our response to bravely spoken truth when it gets us to laugh for a reason that is unrelated to our recognition of truth, yet seems to imply that a reason that is unrelated to our recognition of truth, yet seems to imply that laughter entails assent.

laughter entails assent. Sex Appeals:

Sex Appeals: the old adagethe old adage ‘sex sells’‘sex sells’ may not may not alwayalways s be true. Many be true. Many adveradvertisertiserss view sex appeal as one of the most effective marketing practices today. In the view sex appeal as one of the most effective marketing practices today. In the endless number of advertisements out there nowadays, ad agencies are desperate to endless number of advertisements out there nowadays, ad agencies are desperate to have their ads stand out. Several r

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adv

advertertisiising ng is is attattentention ion gragrabbibbing, ng, liklikablable, e, aroarousiusing, ng, and and memmemoraorableble. . Ads Ads thathatt co

contntaiain n sesex x apappepeal al ususuaualllly y evevokoke e poposisititive ve fefeelelinings gs in in ththe e auaudidienencece, , susuch ch asas excitement and desire. Other studies state that sex appeal in advertising is also excitement and desire. Other studies state that sex appeal in advertising is also effective in eliciting fantasy. While sex can be an effective tool in advertising, it effective in eliciting fantasy. While sex can be an effective tool in advertising, it also can be

also can be counterproductive.counterproductive.

Many consumers become so focused on

Many consumers become so focused on the use of sex in the use of sex in the ad that they ignore thethe ad that they ignore the brand name, thus producing the opposite of the desired result. The extensive use of brand name, thus producing the opposite of the desired result. The extensive use of

sex appeal in ads also

sex appeal in ads also tends to stereotype women as well as tends to stereotype women as well as distorting society's ideadistorting society's idea of how women should look. Some advertising executives see the use of sex appeal of how women should look. Some advertising executives see the use of sex appeal as "men's desperate attempt to make their advertising break through the clutter". as "men's desperate attempt to make their advertising break through the clutter". Sex in advertisements tends to focus on women with their target audience being Sex in advertisements tends to focus on women with their target audience being men, forgetting about the major consumer demographic women make

men, forgetting about the major consumer demographic women make up.up. Ov

Overaerall ll it it is is unundederstrstanandadablble e whwhy y adadvevertirtisesers rs sesee e sesex x apappepeal al as as bebeining g susuch ch anan effect

effective tool. If ive tool. If used approprused appropriateliately y sex appeal draws sex appeal draws attenattention to tion to ads, makes ads, makes themthem memorable, and helps sell the product. If overdone, sex appeal can have the exact memorable, and helps sell the product. If overdone, sex appeal can have the exact opposite effect. Not only can it distract the audience from the message of the ad but opposite effect. Not only can it distract the audience from the message of the ad but it can offend the audience as

it can offend the audience as well. Depending on how sex appeal is used it well. Depending on how sex appeal is used it can either can either make or break an

make or break an advertisement.advertisement. Fear appeals

Fear appeals: The use of fear as a motivation in advertising places emphasis on the: The use of fear as a motivation in advertising places emphasis on the severity of the threat. Fear appeals range in intensity from mild to severe. The severity of the threat. Fear appeals range in intensity from mild to severe. The fear- based messages should present a mild to moderate threat and provide a do-able based messages should present a mild to moderate threat and provide a do-able

solution. If the fear instilled is either too severe or not followed up with a r

solution. If the fear instilled is either too severe or not followed up with a r easonableeasonable solution, the viewer will not be able to surmount his/her sense of dread and process solution, the viewer will not be able to surmount his/her sense of dread and process the advertising message. In a similar vein, negative ads (ads in which the viewer is the advertising message. In a similar vein, negative ads (ads in which the viewer is exposed to annoying or unpleasant creative content) can also be effective if the exposed to annoying or unpleasant creative content) can also be effective if the negative technique is used to promote a product benefit. This situation is often negative technique is used to promote a product benefit. This situation is often referred to as the

referred to as the "love that product, hate that ad"."love that product, hate that ad". Fear appeals have been usedFear appeals have been used heavily in campaigns designed to combat drug addictions and other health-related heavily in campaigns designed to combat drug addictions and other health-related problems

problems

Combination Appeals

Combination Appeals: these appeals combine : these appeals combine informational/rational and emotionalinformational/rational and emotional appeals. In many advertising situations, the creative specialist does not choose an appeals. In many advertising situations, the creative specialist does not choose an emo

emotiotional over nal over a a ratrationional al appappealeal, , but rathebut rather r decdecideides s how to how to comcombinbine e the two.the two. Consumer purchase decisions are often made on the basis of both the emotional and Consumer purchase decisions are often made on the basis of both the emotional and rational motives, and copywriters must give

rational motives, and copywriters must give attention to both elements in developingattention to both elements in developing effective advertising.

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Those who prefer straightforward, no-nonsense, factual advertisements like appeals Those who prefer straightforward, no-nonsense, factual advertisements like appeals that deliver relevant facts in support of the product. They want presentations to be that deliver relevant facts in support of the product. They want presentations to be professional, but they do not believe it is important for the advertisements to be professional, but they do not believe it is important for the advertisements to be artistic. Others favor a creative, emotionally based approach. They believe that artistic. Others favor a creative, emotionally based approach. They believe that advertisements focusing heavily on information are likely to be ignored, and that advertisements focusing heavily on information are likely to be ignored, and that focusing on emotion is more likely to

focusing on emotion is more likely to create the desired response.create the desired response. CHECK YOUR PROGRESS

CHECK YOUR PROGRESS

Q1. What are the motives and appeals

Q1. What are the motives and appeals of an advertisement?of an advertisement? Q2. What is soft sell

Q2. What is soft sell appeal in advertising?appeal in advertising?

1.3 MAKING AN ADVERTISEMENT

Advertising is both an art and a science

Advertising is both an art and a science. The art comes from writing, designing,. The art comes from writing, designing, and producing exciting messages. The science comes from strategic thinking and and producing exciting messages. The science comes from strategic thinking and planning, including research. The creative specialist or team must first deal with planning, including research. The creative specialist or team must first deal with the problem of coming up with a concept. Then the specialist or team must develop the problem of coming up with a concept. Then the specialist or team must develop a creative strategy, determine appropriate appeals, and select a styled of execution. a creative strategy, determine appropriate appeals, and select a styled of execution. The ad must then be cast into a print, television, radio, or other format. At this The ad must then be cast into a print, television, radio, or other format. At this stage, copywriters generally collaborate with artistic or production teams to create stage, copywriters generally collaborate with artistic or production teams to create the

the actuaactual l adveradvertisetisements.ments. FrFrom om ststart art to to finfinisish, h, the the proprocescess s of of ad ad crecreatiationon inv

involvolves es a a mumultiltitudtude e of of decdecisisionions s thathat t reqrequiruire e ununderderststandanding ing of of botboth h thethe product and the consumer as well as knowledge of the various formats and product and the consumer as well as knowledge of the various formats and media.

media.

Behind every good advertisement is a creative concept, a big idea that makes the Behind every good advertisement is a creative concept, a big idea that makes the message distinctive, attention getting, memorable. Though great ideas may be hard message distinctive, attention getting, memorable. Though great ideas may be hard to come by, but some advertising experts argue that for an advertising campaign to to come by, but some advertising experts argue that for an advertising campaign to be effective, it must contain a

be effective, it must contain a ‘big idea’‘big idea’ that attracts the consumer’s attention, getsthat attracts the consumer’s attention, gets a reaction, and sets the advertiser’s product or service apart from the competitors. a reaction, and sets the advertiser’s product or service apart from the competitors. However, several methods can guide the creative team’s search for a major selling However, several methods can guide the creative team’s search for a major selling idea and offer alternative solutions or options for developing effective advertising. idea and offer alternative solutions or options for developing effective advertising. Th

Thesese e memeththodods s ininclcludude e ththee ‘incubation’‘incubation’ tetechchniniquque, e, ththe e prprococesess s of of laterallateral thinking

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Technique for Producing Ideas

Technique for Producing Ideas: it will basically involve the following:: it will basically involve the following:

1.

1. Gathering information: gather specific information, (elements directly relatedGathering information: gather specific information, (elements directly related to

to the product or services) and general information (observed informationthe product or services) and general information (observed information about life and events). Then, digest this material and give it a mental work about life and events). Then, digest this material and give it a mental work over.

over.

2.

2. Incubate: Incubate: nenext xt is is ththe e ‘i‘incncububatatioion’ n’ pepeririodod, , foforgrget et ababouout t it it anand d lelet t ththee subconscious

subconscious mind go to work, and eventually the idea will appear ‘out of mind go to work, and eventually the idea will appear ‘out of nowhere’.

nowhere’.

3.

3. MulMull, l, devdeveloelop, p, and and adaadapt pt : : finfinallally, y, shashape, pe, devdeveloelop, p, and adapt the and adapt the ideidea a toto

advertising. The idea of consciously forgetting about the project and letting advertising. The idea of consciously forgetting about the project and letting the

the subsubconconsciscious ous mulmull l ideideas as oveover r timtime e is is typtypicaical l of of the the crecreatiative ve wriwritintingg process. Insights may come from sub-conscious mind as mental pictures and process. Insights may come from sub-conscious mind as mental pictures and

images. images.

Lateral Thinking:

Lateral Thinking: this process explores new relationships, breaking establishedthis process explores new relationships, breaking established thought patterns to generate new ideas and escape old ways of thinking. Since ideas thought patterns to generate new ideas and escape old ways of thinking. Since ideas are turned upside-down and looked at in new ways, this concept is also called

are turned upside-down and looked at in new ways, this concept is also called out- out-of-the-box thinking.

of-the-box thinking. Storytelling:

Storytelling: Advertising at its best is a form of storytelling.Advertising at its best is a form of storytelling. The most compellingThe most compelling ad

advevertrtisisememenents ts hahave ve alall l ththe e cocompmpononenents ts of of a a shshorort t ststorory.y. They They introintroduceduce characters, identify tensions and problems, develop toward a conflict, and then offer characters, identify tensions and problems, develop toward a conflict, and then offer a resolution that is usually provided by the product or service. Some of the best a resolution that is usually provided by the product or service. Some of the best tel

televievisiosion n comcommercmercialials s coucould ld be be calcalled led lyrlyricaical; l; thethey y havhave e the the poepoetic tic quaqualitlity y of of condensing legendary and mythic stories familiar to the target’s culture into spots as condensing legendary and mythic stories familiar to the target’s culture into spots as brief as fifteen seconds. For instance,

brief as fifteen seconds. For instance, an award- winning Australian commercial an award- winning Australian commercial for for L

Levevi’i’s s 50501 1 jejeanans s alalluludedes, s, to to boboth th ththe e mymyth th of of ththe e AmAmerericican an cocowbwboy oy anand d ththee legendary rebelliousness of the 1950s. With no dialogue, the spot uses the classical legendary rebelliousness of the 1950s. With no dialogue, the spot uses the classical rock

rock singlsinglee ‘be my baby’ ‘be my baby’ as as the the musmusicaical l bacbackdrkdrop op for for a a sixsixty-ty-secsecond ond fanfantastasy.y. Employing the familiar journey motif of American film, the commercial begins with Employing the familiar journey motif of American film, the commercial begins with

an establishing shot of an isolated stretch of desert

an establishing shot of an isolated stretch of desert highway.highway. To

To crecreate ate effeffectective ive advadvertertisisemeementsnts, , ad ad crecreatoators rs mumust st be be famfamiliiliar ar witwith h ththee target’s cultural interests, e.g. the music, books and magazines they enjoy; the target’s cultural interests, e.g. the music, books and magazines they enjoy; the movies they are likely to have seen; the problems that typically occupy their movies they are likely to have seen; the problems that typically occupy their minds.

minds. Familiarity with the classics and with various film genres allows creative toFamiliarity with the classics and with various film genres allows creative to envision memorable commercial spots. However, creatively the big Idea may be envision memorable commercial spots. However, creatively the big Idea may be conceived, the ad must do more than resonate with the consumer. The consumer, conceived, the ad must do more than resonate with the consumer. The consumer, who views the ad must be able to understand, among other things, the product who views the ad must be able to understand, among other things, the product benefit and selling message.

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Creative strategy Creative strategy

The creative aspect of advertising is guided by specific goals and objectives that The creative aspect of advertising is guided by specific goals and objectives that require development of a creative strategy. A creative strategy focuses on what the require development of a creative strategy. A creative strategy focuses on what the advertising message will say or communicate and guides the development of all advertising message will say or communicate and guides the development of all messages used in the advertising campaign.

messages used in the advertising campaign. Some of the best-known approachesSome of the best-known approaches are:

are:

•

• Unique selling-proposition approachUnique selling-proposition approach: : an an advadvertertiseiser r makmakes es a a supsuperioerioritrityy

cla

claim im basbased ed on on a a uniunique que proproducduct t attattribribute ute thathat t reprepresresentents s a a meameaninningfugful,l, dis

distintinctictive ve conconsumsumer er benbenefiefit. t. ManMany y of of the the sucsuccescessfusful l USPsUSPs, , resresult ult fromfrom identifying real, inherent product advantages.

identifying real, inherent product advantages.

•

• BranBrand d imagimage e approapproachach: : whwherereaeas s USUSP P apapprproaoach ch is is babasesed d on on prpromomototiningg

ph

physiysical cal and and funfunctictionaonal l didifferfferencences es betbetweeween n the the advadvertiertisers sers proproducduct t andand com

competpetitiitive ve offeofferinrings, gs, the the brabrand-nd-imaimage ge appapproaroach ch poppopulaularizrized ed byby DavidDavid Ogilvy

Ogilvy, founder of the Ogilvy & Mather Agency, involves psychological, founder of the Ogilvy & Mather Agency, involves psychological rather than physical differentiation. Advertising attempts to develop an image rather than physical differentiation. Advertising attempts to develop an image identity for a brand by associating the product with symbols. Perhaps the identity for a brand by associating the product with symbols. Perhaps the most successful image advertising of all times is the

most successful image advertising of all times is the MarlboroMarlboro campaign.campaign. The campaign has

The campaign has focusfocused ed on western imagery (cowboys, horses, ranchingon western imagery (cowboys, horses, ranching).). Since the United States is said to have two major myths systems-the Old West Since the United States is said to have two major myths systems-the Old West and the Old South- the cowboy is a

and the Old South- the cowboy is a strong and compelling image.strong and compelling image.

•

• PositioninPositioning g approach:approach: the concept of positioning as Jack Trout introducedthe concept of positioning as Jack Trout introduced aa

basis for advertising strategy in the early 1970s. According to this approach, basis for advertising strategy in the early 1970s. According to this approach, successful advertising must implant in the customer’s mind a clear meaning successful advertising must implant in the customer’s mind a clear meaning of what the product is and how it

of what the product is and how it compares to competitive offerings.compares to competitive offerings.

•

• Generic brand approach:Generic brand approach: when you are the number one brand, your havewhen you are the number one brand, your have nono

need to acknowledge the competition or claim superiority. Such an approach need to acknowledge the competition or claim superiority. Such an approach can be used only as long as a

can be used only as long as a product or service truly does dominate the brandproduct or service truly does dominate the brand category. Leo Burnett chose to use a generic approach for

category. Leo Burnett chose to use a generic approach for Kellogg’sKellogg’s ‘Eat it‘Eat it for life’ campaign, a surprising

for life’ campaign, a surprising but innovative choice.but innovative choice.

•

• The resonance approach:The resonance approach: this approach requires that the creative teamthis approach requires that the creative team havehave

a

a dedeep ep unundedersrstatandndining g of of ththe e tatargrget et auaudidienencece’s ’s woworlrld, d, ininclclududining g ththeieir r experiences and emotions. Advertising created with this approach ‘does not experiences and emotions. Advertising created with this approach ‘does not focus on product claims or brand images, but rather is designed to present focus on product claims or brand images, but rather is designed to present situations or emotions that evoke positive associations from the memories of situations or emotions that evoke positive associations from the memories of the respondents’. For example,

the respondents’. For example, Hallmark Hallmark uses this approach in appealing touses this approach in appealing to the emotions of those who buy greeting cards with their familiar tagline’ the emotions of those who buy greeting cards with their familiar tagline’ when you care enough to send the very

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basic elements of the creative strategy. The format of the copy platform varies basic elements of the creative strategy. The format of the copy platform varies from agency to agency, but it generally contains some variations of the following: from agency to agency, but it generally contains some variations of the following: a profile of the target audience, the problem, issue, or opportunity that advertising a profile of the target audience, the problem, issue, or opportunity that advertising is

is exexpepectcted ed to to adaddrdresess; s; ththe e adadvevertrtisisining g obobjejectctivive, e, ththe e kekey y cucuststomomer er bebenenefitfit;; supportive benefits; and a creative strategy statement.

supportive benefits; and a creative strategy statement. Creative Execution Styles

Creative Execution Styles On

Once ce ththe e spspececifific ic adadvevertirtisising ng apappepeal al ththat at wiwill ll be be usused ed as as ththe e babasisis s fofor r ththee advertising message has been determined, the creative specialist or team must then advertising message has been determined, the creative specialist or team must then turn its attention to execution

turn its attention to execution . Creative execution refers to the way in which an. Creative execution refers to the way in which an advertising appeal is carried out or presented.

advertising appeal is carried out or presented. In addition to using humor, anIn addition to using humor, an advertising message or appeal can be presented

advertising message or appeal can be presented in numerous ways:in numerous ways:

Testimonial-Testimonial- also also callecalled d wordword-of-mou-of-mouth th adveadvertisinrtising; g; this this approapproach ach usesuses wel

well-kl-knownown n figfigureures s or or an an unkunknownown, n, ‘typ‘typicaical’ l’ perperson son to to proprovidvide e proproducductt testimonials.

testimonials.

Problem-solution-Problem-solution- this tactic presents the viewer with a this tactic presents the viewer with a problem to beproblem to be solved and the solution is provided by the advertiser’s

solved and the solution is provided by the advertiser’s productproduct

•

• Demonstration-Demonstration- ththis is is is dedesisigngned ed to to ililluluststrarate te kekey y adadvavantntagages es or or

benefits of

benefits of the product or service by showing it in actual use or in somethe product or service by showing it in actual use or in some contrived situation

contrived situation

•

• Slice-of-life-Slice-of-life- a a vavaririatatioion n of of ththe e prproboblelem-sm-sololututioion n apapproproacach, h, ththisis

technique

technique portrays a real-life situation involving a problem or conflict that portrays a real-life situation involving a problem or conflict that consumers face in daily life. The ad then focuses on showing how the consumers face in daily life. The ad then focuses on showing how the advertiser’s product or service can r

advertiser’s product or service can resolve that problemesolve that problem

•

• Fantasy-Fantasy- this approach uses special effects to create an imaginativethis approach uses special effects to create an imaginative

place,

place, events, or characters.events, or characters.

CHECK YOUR PROGRESS CHECK YOUR PROGRESS

Q1. What are the meaning and significance of

Q1. What are the meaning and significance of USP in advertising?USP in advertising? Q2. What is a copy platform?

Q2. What is a copy platform? Q3. Discuss steps of Creative E

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1.4 ADVERTISING DESIGN

Once creative strategy, appeals, and execution styles have been decided, it is Once creative strategy, appeals, and execution styles have been decided, it is timetime to create the actual advertisement.

to create the actual advertisement. The three basic components of a

The three basic components of a Print adPrint ad areare the headline, body copy, and visualthe headline, body copy, and visual or

or illustratioillustrations.ns. The headline and body copy portions of the advertisement are theThe headline and body copy portions of the advertisement are the responsibility of the copywriters, while artists, often

responsibility of the copywriters, while artists, often working under the direction of working under the direction of an art director-are responsible for the visual presentation of the ad. Artists also an art director-are responsible for the visual presentation of the ad. Artists also work with copywriters to develop a layout.

work with copywriters to develop a layout. TheThe layoutlayout involves the arrangement of involves the arrangement of the various components of the ad, such as headlines, subheads, body copy, and the various components of the ad, such as headlines, subheads, body copy, and taglines.

taglines. The tagline is a memorable saying or slogan that conveys a sellingThe tagline is a memorable saying or slogan that conveys a selling message.

message.

Television copy

Television copy consists of, two elements-consists of, two elements- the audio and the visualthe audio and the visual. The video. The video (visual elements) is what the viewer sees on the television screen. The visual (visual elements) is what the viewer sees on the television screen. The visual generally dominates the commercial so it must attract the viewer’s attention and generally dominates the commercial so it must attract the viewer’s attention and communicate a key idea, message, and/or image. The audio includes such elements communicate a key idea, message, and/or image. The audio includes such elements as voices, music, and sound effects. Broadcast commercials are demanding to as voices, music, and sound effects. Broadcast commercials are demanding to make and they must be credible and relevant. Research shows that the following make and they must be credible and relevant. Research shows that the following techniques work best:

techniques work best: the opening should be short, compelling attention getter,the opening should be short, compelling attention getter, demonstrations should be interesting and believable; the content should be demonstrations should be interesting and believable; the content should be eth

ethicaical, l, in in googood d tastaste, te, and and ententerertaitaininning; g; anand d the the gengeneraeral l strstructucture ure of of ththee commercial and copy should be simple and easy to follow.

commercial and copy should be simple and easy to follow. Rad

Radio io copcopyy pr preseesents nts a a parparticticulaular r chachallellenge nge to to advadvertertiseisers rs and and thetheir ir ageagencincieses because it lacks the visual aspects of both print and television. Successful radio because it lacks the visual aspects of both print and television. Successful radio spots usually enable listeners to visualize the product or something related to it. spots usually enable listeners to visualize the product or something related to it. For this reason, radio advertising is often referred to as

For this reason, radio advertising is often referred to as ‘theater of the mind’.‘theater of the mind’. One of the most challenging aspects of writing for radio is making the script fit the One of the most challenging aspects of writing for radio is making the script fit the ti

time me slslotot. . ThThe e cocopypywrwrititer er shshouould ld reread ad ththe e scscriript pt ouout t loloud ud fofor r titimimingng. . WiWithth electronic compression, recorded radio advertisements can now include 10 to 30 electronic compression, recorded radio advertisements can now include 10 to 30 percent more copy than text read live.

percent more copy than text read live. To

To apappepear ar prprofofesessisiononal al anand d to to be be eaeasy sy to to prprododucuce, e, cocopy py mumust st adadhehere re to to ththee appropriate industry format. All copy begins with the name of the advertisers in the appropriate industry format. All copy begins with the name of the advertisers in the upper left-hand corner. The size of

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followed by identification of the medium to be used appears on the second line. followed by identification of the medium to be used appears on the second line. The name given to the advertisement appears on the third line. Often a series of The name given to the advertisement appears on the third line. Often a series of advertisements are created for a specific advertising campaign. In this case, all the advertisements are created for a specific advertising campaign. In this case, all the ads created for the

ads created for the campaign may have one name, which unifies the campaign may have one name, which unifies the series.series. CHECK YOUR PROGRESS

CHECK YOUR PROGRESS Q1. What is a ‘tagline’?

Q1. What is a ‘tagline’?

Q2. What are the elements of

Q2. What are the elements of Television Advertisement copy?Television Advertisement copy? Q3. What are the main components of

Q3. What are the main components of a Print Advertisement?a Print Advertisement?

1.5 BACKGROUND OF MAKING AN

1.5 BACKGROUND OF MAKING AN ADVERTISEMEN

T

In Print advertising

In Print advertising, the key format elements are the, the key format elements are the headlines, the visuals,headlines, the visuals, subheads, body copy, slogans, seals, logotypes (logos), and

subheads, body copy, slogans, seals, logotypes (logos), and signature.signature. Copyw

Copywriters can riters can correlcorrelate the ate the headlheadline, visual, and ine, visual, and subhesubhead ad to to the attentiothe attention n stepstep of

of the the crecreatiative ve pypyramiramid. d. The The intintereerest st stestep p tytypicpicallally y corcorresresponponds ds to to the the sub sub--headline and the first paragraph of body copy. Body copy handles credibility and headline and the first paragraph of body copy. Body copy handles credibility and desire, and the action step takes place

desire, and the action step takes place with to logo, slogan, and signature block.with to logo, slogan, and signature block. The Headline

The Headline

Effective headlines attract attention, engage the audience, explain the visual, lead Effective headlines attract attention, engage the audience, explain the visual, lead th

the e auaudidienence ce ininto to ththe e bobody dy of of ththe e adad, , anand d prpresesenent t ththe e sesellllining g memessssagage. e. ThThee headline is the most important thing as advertiser says to the prospect. It explains headline is the most important thing as advertiser says to the prospect. It explains or

or gigive ve s s gregreatater er memeananining g to to ththe e vivisusual al anand d ththen en imimmemedidiatatelely y didictctatates es ththee advertiser’s position in that person’s mind, whether or not the prospect choose to advertiser’s position in that person’s mind, whether or not the prospect choose to read on.

read on.

Ideally, headlines present the complete selling idea. Working off the visual, the Ideally, headlines present the complete selling idea. Working off the visual, the headline creates the mood and tells the reader to take action (through implication) headline creates the mood and tells the reader to take action (through implication) and triggers a recognition response, which reinforces brand recognition and brand and triggers a recognition response, which reinforces brand recognition and brand preference. Also, the headline should present product news. Consumers look for preference. Also, the headline should present product news. Consumers look for new products, new uses for old products, or improvements on old products. If new products, new uses for old products, or improvements on old products. If they haven’t been overused in a category,

they haven’t been overused in a category, ‘Power’

‘Power’ wowordrds s ththat at impimply ly nenewnwnesess s cacan n inincrcreaease se reareadedersrshihip p anand d shshouould ld bebe employed whenever honestly applicable. Examples include free, now, amazing, employed whenever honestly applicable. Examples include free, now, amazing, suddenly, announcing, introducing, its here, improved, at last, revolutionary, just suddenly, announcing, introducing, its here, improved, at last, revolutionary, just arrived, and important development.

arrived, and important development. Subheads

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The subheads, an additional smaller headline, may appear above the headline or The subheads, an additional smaller headline, may appear above the headline or below it. A subhead above the headline, called a

below it. A subhead above the headline, called a kickerkicker (or over line) is often(or over line) is often underlined. Subheads may also appear in body copy.

underlined. Subheads may also appear in body copy.

Subheads are usually set smaller than the headline but larger than the body copy or Subheads are usually set smaller than the headline but larger than the body copy or text. Subheads generally appear in boldface (heavier) type or a different color. Like text. Subheads generally appear in boldface (heavier) type or a different color. Like a headline, the subhead transmits key sales points fast. But it usually carries less a headline, the subhead transmits key sales points fast. But it usually carries less important information than the headline. Subheads are important for two reasons: important information than the headline. Subheads are important for two reasons: most individuals read only the headline and subheads, and subheads usually most individuals read only the headline and subheads, and subheads usually support the interest step best

support the interest step best. Subheads are longer and more . Subheads are longer and more like sentences. Theylike sentences. They serve as stepping-stones from

serve as stepping-stones from the headline to the body copy, telegraphing what’s tothe headline to the body copy, telegraphing what’s to come.

come.

Body Copy Body Copy

The advertiser tells the complete sales story in the body copy or text. The body The advertiser tells the complete sales story in the body copy or text. The body copy comprises the interest, credibility, desire, and often even the action steps. It is copy comprises the interest, credibility, desire, and often even the action steps. It is a logical continuation of the headline and subheads, set in smaller type. Body copy a logical continuation of the headline and subheads, set in smaller type. Body copy covers the features, benefits, and utility of

covers the features, benefits, and utility of the product or service.the product or service.

The body copy is typically read by only one out of ten readers, so the writer must The body copy is typically read by only one out of ten readers, so the writer must speak to the reader’s self –interest, explaining how the product or service satisfies speak to the reader’s self –interest, explaining how the product or service satisfies the customer’s need.

the customer’s need. The best ads focus on one big idea or one clear benefit.The best ads focus on one big idea or one clear benefit. Copywriters often read their copy aloud to hear

Copywriters often read their copy aloud to hear how it sounds, even if it’s how it sounds, even if it’s intendedintended for print media. The ear

for print media. The ear is a powerful copywriting tool.is a powerful copywriting tool. Slogans

Slogans

Many slogans (also called theme lines or taglines) begin as successful headlines. Many slogans (also called theme lines or taglines) begin as successful headlines. Through continuous use, they become standard statements, not just in advertising Through continuous use, they become standard statements, not just in advertising but also for salespeople and company employees.

but also for salespeople and company employees.

Slogans have two basic purposes: to provide continuity to a series of ads in a Slogans have two basic purposes: to provide continuity to a series of ads in a campaign and to reduce an advertising message strategy to a brief, repeatable, and campaign and to reduce an advertising message strategy to a brief, repeatable, and memorable positioning statement.

memorable positioning statement. DeBeers’DeBeers’ ads, for example, still use the famousads, for example, still use the famous slogan

slogan “Diamonds are forever”.“Diamonds are forever”. Seals, Logos, and Signatures Seals, Logos, and Signatures

A seal is awarded only when a product meets standards established by a particular A seal is awarded only when a product meets standards established by a particular org

organianizatzationion. . SinSince ce thethese se orgorganianizatzationions s are are recrecognognizeized d autauthorhoritiities, es, thetheir ir seasealsls provide an independent, valued endorsement for the advertiser’s product.

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Logotypes and signatures cut (sign cuts) are special designs of the advertiser’s Logotypes and signatures cut (sign cuts) are special designs of the advertiser’s company or product name. They appear in all company ads and, like trademarks, company or product name. They appear in all company ads and, like trademarks, giv

give e the the proproducduct t indindiviividuadualitlity y and and proprovidvide e quiquick ck recrecognognitiition on at at thathat t poipoint nt of of purchase.

purchase.

CHECK YOUR PROGRESS CHECK YOUR PROGRESS Q1. What is a ‘subhead’? Q1. What is a ‘subhead’?

Q2. What is the main purpose of using a slogan in an Q2. What is the main purpose of using a slogan in an advertisement? Q3. What do you mean by ‘kicker’? advertisement? Q3. What do you mean by ‘kicker’?

1.6 FUNCTIONS OF LAYOUT

A Layout is an overall orderly arrangement of all the format elements of an A Layout is an overall orderly arrangement of all the format elements of an ad:

ad: heaheadlidline, ne, susubhebheadsads, , visvisualuals, s, copcopy, y, capcaptiotionsns, , tratrademdemarkarks, s, sloslogangans, s, andand signature.

signature.

The layout serves several purposes. First, it helps both the agency and the client The layout serves several purposes. First, it helps both the agency and the client develop and evaluate the ad’s final look and feel.

develop and evaluate the ad’s final look and feel. It gives the client (usually notIt gives the client (usually not an artist) a tangible item to

an artist) a tangible item to correct, change, comment on, and approve.correct, change, comment on, and approve. Sec

Secondondly, ly, the the laylayout out helhelps ps the the crecreatiative ve teateamm devedevelop lop the the ad’s ad’s psypsycholochologicagicall elements

elements- the nonverbal and symbolic components. The ‘look’ of the ad should- the nonverbal and symbolic components. The ‘look’ of the ad should elicit an image or mood that reflects and enhances the advertiser and the product. elicit an image or mood that reflects and enhances the advertiser and the product. Therefore, when designing the initial ad layout, the creative team must be very Therefore, when designing the initial ad layout, the creative team must be very sensitive to the desired image of

sensitive to the desired image of the product or business.the product or business. Third, once the best design is chosen, the layout

Third, once the best design is chosen, the layout serves as a blueprintserves as a blueprint. It shows. It shows the size and placement of each element in the ad. Once the production manager the size and placement of each element in the ad. Once the production manager knows the dimensions of the ad, the number of photos, the amount of type setting, knows the dimensions of the ad, the number of photos, the amount of type setting, and the use of art elements such as color and illustrations, he or she can determine and the use of art elements such as color and illustrations, he or she can determine the cost of producing the ad.

the cost of producing the ad. Advertising Layout Strategy Advertising Layout Strategy Proportional guideline: Proportional guideline: 1. 1. IllustrationIllustration 65 %65 % 2. 2. HeadlineHeadline 10 %10 %

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3

3.. _Copy_Copy _{20 %}_{20 %}

4.

4. LogoLogo 5 %5 % 100

100 of of space space allocation allocation (20%+ (20%+ whitewhite %

% ssppaaccee)) Illustration

Illustration

In most ads, the illustration is used to attract attention. Large, single illustrations In most ads, the illustration is used to attract attention. Large, single illustrations at

attratractcted ed ththe e momost st atattetentntioion. n. ThThouough gh ththe e heheadadliline ne mamay y be be ththe e "s"stotopppperer", ", ththee illustration is the most critical element in the ad's success

illustration is the most critical element in the ad's success . It can also visually. It can also visually communicate product benefits and concept, and lead the reader into the headline communicate product benefits and concept, and lead the reader into the headline and copy.

and copy. Headline Headline

The headline is used to attract attention, arouse interest, and make the ad more The headline is used to attract attention, arouse interest, and make the ad more attractive and readable. However, it should not be over 10 words and more than 15 attractive and readable. However, it should not be over 10 words and more than 15 % of the ad's total area.

% of the ad's total area. Copy

Copy

Style of typeface used in the headline, subhead and copy will impact the mood and Style of typeface used in the headline, subhead and copy will impact the mood and readability of the ad. Mixed type should be either very similar or very different. readability of the ad. Mixed type should be either very similar or very different. Mixing more than two (or three at most) different typefaces makes an ad busy and Mixing more than two (or three at most) different typefaces makes an ad busy and confusing.

confusing. Logo

Logo

Because we read left to right and top to bottom, the logo or company signature can Because we read left to right and top to bottom, the logo or company signature can be strategically placed in the lower right hand corner of an ad. With this position, be strategically placed in the lower right hand corner of an ad. With this position,

the logo is the last element we see and most likely remember. the logo is the last element we see and most likely remember. Direct

Direct the the viewer's viewer's eyeeye

from the page's top, down through the center and end at the page's bottom. The eye from the page's top, down through the center and end at the page's bottom. The eye sees the illustration first, and then we read down from there. Headlines located sees the illustration first, and then we read down from there. Headlines located below the illustration pull 10% more readers.

below the illustration pull 10% more readers. Emphasis

Emphasis

The optical center of an ad

The optical center of an ad is in the center and is in the center and two-thirds up from the bottom. Thistwo-thirds up from the bottom. This should be the ad's focal point.

should be the ad's focal point. P

Prrooppoorrttiioonnaall uusse e oof f ssppaaccee The proportional use of space in an

The proportional use of space in an ad is dependent upon the product and marketad is dependent upon the product and market target. Product ads that try to

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have a greater proportion of illustration and little copy. Conversely, an

have a greater proportion of illustration and little copy. Conversely, an ad for aad for a technical product will have more copy.

technical product will have more copy. W

Whhiittee SSppaaccee

At least 20 % of an ad should be blank (white space) . Ample white space helps At least 20 % of an ad should be blank (white space) . Ample white space helps gain attention, create contrast, and unify the ad. White space is probably the most gain attention, create contrast, and unify the ad. White space is probably the most underestimated element in advertisements.

underestimated element in advertisements.

Bleed Bleed

A page without a border is called a bleed because the ink bleeds through the A page without a border is called a bleed because the ink bleeds through the su

surrorroundunding ing whwhite ite borborder der ininto to the the tritrim m spspaceace.. An An obobviviouous s bebenenefifit t of of ththisis technique is that the ad itself becomes larger. Although most publishers charge technique is that the ad itself becomes larger. Although most publishers charge extra for bleeds, this cost is often justified by the ads extra impact. A bleed carries extra for bleeds, this cost is often justified by the ads extra impact. A bleed carries the implication of action, freedom, and adventure and tends to make the ad more the implication of action, freedom, and adventure and tends to make the ad more lifelike. In research, it is found that nearly half of all high readership ads used lifelike. In research, it is found that nearly half of all high readership ads used bleeds. Conversely, only 14% of low readership ads

bleeds. Conversely, only 14% of low readership ads used this technique.used this technique. Borders

Borders

In contrast, borders set up continuity, structure, and formality. Borders can isolate In contrast, borders set up continuity, structure, and formality. Borders can isolate the ad from surrounding copy and other ads -forcing you to focus on the ad. the ad from surrounding copy and other ads -forcing you to focus on the ad. However, they tend to make the ad appear

However, they tend to make the ad appear smaller.smaller. CHECK YOUR PROGRESS

CHECK YOUR PROGRESS Q1. What is a ‘Layout’

Q1. What is a ‘Layout’ in Print Advertising?in Print Advertising? Q2. What is the meaning of

Q2. What is the meaning of ‘bleed’ in Advertising layout?‘bleed’ in Advertising layout? Q3. How much white space is r

Q3. How much white space is required in an advertisement layout?equired in an advertisement layout?

1.7 LAYOUT STEPS

The various steps in the layout are the progression from visualization to the final The various steps in the layout are the progression from visualization to the final artwork, when it is ready for sending for production. The art director or the artwork, when it is ready for sending for production. The art director or the vis

visualualizeizer r stastarts rts witwith h thethe thumbnail sketchesthumbnail sketches alsalso o knoknown wn as as ideidea-ga-geneeneratrationion miniatures. These are simple drawings that contain an ad’s basic elements. A good miniatures. These are simple drawings that contain an ad’s basic elements. A good layout should have the following basic elements:

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Balance Balance

Balance is a fundamental law of nature and life.

Balance is a fundamental law of nature and life. Odd things stand out. Balance wayOdd things stand out. Balance way is defined as a matter of weight distribution. In layout, it is related to the optical is defined as a matter of weight distribution. In layout, it is related to the optical ce

centnter er of of an an adadvevertirtisesemementnt. . ThThe e opoptiticacal l cecentnter er is is ththe e popoinint, t, whwhicich h ththe e eyeyee designates as the center of an area.

designates as the center of an area. Proportion

Proportion

Proportion is related to balance but is concerned primarily with the division of the Proportion is related to balance but is concerned primarily with the division of the space and the emphasis needed to be according to each element. Proportion also space and the emphasis needed to be according to each element. Proportion also involves the tone of the ad, i.e. the amount of light areas in relation to the dark one involves the tone of the ad, i.e. the amount of light areas in relation to the dark one and the amount of colour required and

and the amount of colour required and the decision to avoid color.the decision to avoid color. Movement

Movement

Eyes follow a particular movement. This is

Eyes follow a particular movement. This is the result of reading a the result of reading a particular kind of particular kind of script early from life. Readers of western and

script early from life. Readers of western and Devanagri Devanagri script are habitual of script are habitual of looking at the reading material from left to right and then from top to bottom. The looking at the reading material from left to right and then from top to bottom. The Arabic script, in which Persian and Urdu are written, goes from right to left.

Arabic script, in which Persian and Urdu are written, goes from right to left. Unity

Unity

Unification of the layout is what is

Unification of the layout is what is meant by the term unity. All meant by the term unity. All the elements in thethe elements in the ad, must be united to be a composite whole. This is achieved when the element tie ad, must be united to be a composite whole. This is achieved when the element tie into once another by making use of

into once another by making use of the same basic shapes.the same basic shapes.

Unity can be achieved by grouping the elements, by encasing the

Unity can be achieved by grouping the elements, by encasing the ad in a border, byad in a border, by aligning one element with another or by the overlapping of elements.

aligning one element with another or by the overlapping of elements. Mood

Mood

Sizes, textures, colours, illustrations, and the type also contribute to create a mood Sizes, textures, colours, illustrations, and the type also contribute to create a mood for the ad. It is always ideal to choose type from one family to create the right for the ad. It is always ideal to choose type from one family to create the right harmony and mood. Similarly the white space will also create the appropriate harmony and mood. Similarly the white space will also create the appropriate mood. The two basic devices of illustrating an

mood. The two basic devices of illustrating an ad are photography and drawing.ad are photography and drawing.

(a)

(a) Photography: Pictures in advertisements create a feeling of immediacy,Photography: Pictures in advertisements create a feeling of immediacy, livelive action, speed, empathy, association, and flexibility. And it is not a matter of action, speed, empathy, association, and flexibility. And it is not a matter of co

coinincicidedencnce e ththat at ththe e mamajojoririty ty of of adads s cocontntaiain n pipictcturureses. . ThThe e pipictcturureses encompass a variety of subjects, like, people, animals, flowers, monuments, encompass a variety of subjects, like, people, animals, flowers, monuments, birds, objects, etc. These are selected on the basis of the aim of the ad. The birds, objects, etc. These are selected on the basis of the aim of the ad. The selection of right characters is very important. Professional photography is a selection of right characters is very important. Professional photography is a specialized area, and agencies generally have on their panel photographers specialized area, and agencies generally have on their panel photographers

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from various fields of

from various fields of specialization, like fashion, nature, profiles, table top,specialization, like fashion, nature, profiles, table top, industry, children, etc.

industry, children, etc.

(b)

(b) Drawings: Illustration is used in an ad, when visualizer feels that its impactDrawings: Illustration is used in an ad, when visualizer feels that its impact will be more than that of a photograph. A number of techniques are used in will be more than that of a photograph. A number of techniques are used in producing drawings. In

producing drawings. In line drawingline drawing, everything is sharp, precise and in, everything is sharp, precise and in black and white without any gray tones. Cartoons are generally done as line black and white without any gray tones. Cartoons are generally done as line

drawings.

drawings. Wash drawingWash drawing is defined as an illustration, using tones andis defined as an illustration, using tones and shades and can be in one or more colours. It can be both in realist or shades and can be in one or more colours. It can be both in realist or impressionist style. Fashion and furniture ads at times use this technique, as impressionist style. Fashion and furniture ads at times use this technique, as these look attractive and distinct.

these look attractive and distinct. Colour Psychology

Colour Psychology

No reference to advertising can be complete unless one speaks about colour, or No reference to advertising can be complete unless one speaks about colour, or rather the role of colour. Colour adds realism, besides beauty and distinctiveness. rather the role of colour. Colour adds realism, besides beauty and distinctiveness. The right blend of colours adds a dash of magic to the ad. Some scholars feel that The right blend of colours adds a dash of magic to the ad. Some scholars feel that people’s reaction to colour is based on a person’s national origin and culture. people’s reaction to colour is based on a person’s national origin and culture. Colours also have a psychology of their own and various colours depict various Colours also have a psychology of their own and various colours depict various moods.

moods.

Typography Typography Typ

Typogrographaphy y is is the the art art of of selselectecting ing typtypefaefacesces, , of of whiwhich ch thethere re are are hunhundredreds ds of of designs; blending different typefaces; casting off the number of word to fit spaces’ designs; blending different typefaces; casting off the number of word to fit spaces’ and marking up copy for typesetting, using different sizes

and marking up copy for typesetting, using different sizes and weights.and weights.

Good typography leads to legibility (readability), and attractiveness, and certain Good typography leads to legibility (readability), and attractiveness, and certain designs of type can create style and character or be characteristics of the advertised designs of type can create style and character or be characteristics of the advertised subject. Typography is yet another area that needs to be considered carefully, subject. Typography is yet another area that needs to be considered carefully, especially in print advertising material. Typesetters and photo composers swear by especially in print advertising material. Typesetters and photo composers swear by various types, conveying specific moods and ambience. Type styles are chosen, various types, conveying specific moods and ambience. Type styles are chosen, keeping in view the objectives and strategy of the

keeping in view the objectives and strategy of the campaign.campaign.

Stages of Advertising Design Process Stages of Advertising Design Process

The design process serves as both a creative and an approval process. In the The design process serves as both a creative and an approval process. In the ccrreeaattiivve e pphhaassee, , tthhe e ddeessiiggnneer r uussees s tthhuummbbnnaaiillss, , rorouugghhss, , dduummmmiieess, , aanndd comprehensives-in other words, non-final art – to establish the ad’s look and feel. comprehensives-in other words, non-final art – to establish the ad’s look and feel. The final artwork with the actual type in placed along with all the visuals; the The final artwork with the actual type in placed along with all the visuals; the printer will need to reproduce the ad. The approval process takes place throughout printer will need to reproduce the ad. The approval process takes place throughout

the entire design process. the entire design process.

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(i)

(i) Thumbnail SketchesThumbnail Sketches – the thumbnail sketch, or thumbnail, is a small, – the thumbnail sketch, or thumbnail, is a small,

rough

rough, , rapidrapidly ly produproduced drawing the ced drawing the artisartist t uses to uses to visuavisualize layout approachlize layout approacheses without wasting time on details. Thumbnails are very basic. Blocks of straight without wasting time on details. Thumbnails are very basic. Blocks of straight or squiggly lines indicate text placement, and boxes show placement of visuals. or squiggly lines indicate text placement, and boxes show placement of visuals. The best sketches are then

The best sketches are then developed further.developed further.

(ii)

(ii) Rough LayoutRough Layout – in a rough, the artist draws to the actual size of the ad. – in a rough, the artist draws to the actual size of the ad. He

Headadlilinenes s anand d susubhbheaeads ds susuggggesest t ththe e fifinanal l tytype pe ststylyle, e, ililluluststraratitionons s anandd photographs are sketched in, and body copy is simulated with lines. The agency photographs are sketched in, and body copy is simulated with lines. The agency

may present rough to clients, particularly cost-conscious ones. may present rough to clients, particularly cost-conscious ones.

(iii)

(iii) ComprehensComprehensive ive – – the comprehensive layout, or comp, is a highly refinedthe comprehensive layout, or comp, is a highly refined

facsimile of the finished ad. A comp is generally quite elaborate, with elaborate, facsimile of the finished ad. A comp is generally quite elaborate, with elaborate, with coloured photos, press-on-learning, Photostats of sub visuals, and a glossy with coloured photos, press-on-learning, Photostats of sub visuals, and a glossy spray coat. Today, a copy for the comp is typeset on computer and positioned spray coat. Today, a copy for the comp is typeset on computer and positioned with the visuals, and the ad is printed as a full-colour proof. At this stage, all with the visuals, and the ad is printed as a full-colour proof. At this stage, all visuals should be final.

visuals should be final.

(iv)

(iv) Art work Art work --this is the final stage of layout. Here care is taken to look intothis is the final stage of layout. Here care is taken to look into ea

each ch miminunute te dedetatailil. . ThThe e cocopy py is is prpropopererly ly cocompmpososed ed or or leletttterereded. . PrPropoper er ph

photootogragraphsphs, , paipaintintingsngs, , skesketchtches, es, or or gragraphiphics cs are are useused. d. OthOther er eleelemenments ts liklikee borders etc are properly places. Colouring is done. Finishing artists give the borders etc are properly places. Colouring is done. Finishing artists give the final touches. This stage is now ready to be printed. All these various stages of final touches. This stage is now ready to be printed. All these various stages of preparing the layout are beneficial in a many ways. First these stages save time, preparing the layout are beneficial in a many ways. First these stages save time, money and efforts. If you prepare a final layout without taking the approval and money and efforts. If you prepare a final layout without taking the approval and it gets rejected, then all the material used, efforts and time spend are wasted. it gets rejected, then all the material used, efforts and time spend are wasted. Also working on only one idea curtails the

Also working on only one idea curtails the various other possible options.various other possible options.

A layout starts with a blank piece of paper. What the layout artist does is A layout starts with a blank piece of paper. What the layout artist does is to place the copy, visuals, and other elements on it. This placing of to place the copy, visuals, and other elements on it. This placing of elements is not just mere decoration. What is required is a good, clear elements is not just mere decoration. What is required is a good, clear vision and interpretation of the selling concept of the story. A good vision and interpretation of the selling concept of the story. A good layout allows all its elements-visuals, headlines, subheadings, body copy, layout allows all its elements-visuals, headlines, subheadings, body copy, charts, maps, logo, borders, and other elements-to work together to do the charts, maps, logo, borders, and other elements-to work together to do the job of telling the product story.

job of telling the product story.

A good layout takes into consideration the principles of balance, A good layout takes into consideration the principles of balance,

proportion, unity, contrast, harmony, rhythm, and direction. And finally a proportion, unity, contrast, harmony, rhythm, and direction. And finally a

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